Looking to add excitement to your inventory? Want an additional engine to drive sales in this economic climate? Consider expanding your designer collections.
The lure of designer jewelry continues to grow amidst a field of mass-produced “generic” jewelry. Reflecting cutting-edge style and a sharply branded image, projecting a uniquely inspired vision, designer jewelry adds the personal touch your customers crave. It ignites and captures their imagination.
I love designing jewelry. It’s a revolving prism at the crossroads of the industry. The designer is part stylist, part design visionary, part artisan and manufacturer. Add a healthy dose of branding and promotion, advertising and marketing and you get the designer’s unique perspective on the jewelry world.
The retailer is the designer’s best friend. We want to partner with you! We share a common goal. If you seek a competitive edge in today’s emerging market, consider all the benefits collaborating with a pro-active designer may offer:
Promotion. Promotion. Promotion.
Gone are the days when you can sit back and wait for customers to come to you. Today you have to do more to get results. Success is not for the faint of heart. Aggressive marketing is key.
Designers are promoters by nature. Part of being a designer is projecting a distinctive brand image. When you partner with a designer, you’re drawing on a reservoir of branding that’s already established and growing.
I provide a full array of promotional materials to retailers, including catalogs, digital images and media tear-sheets as well as customized press releases, ads, invitations and flyers tailored particularly for the store (all at no additional charge). I’m available for local newspaper, magazine, radio and television interviews. Designers are accustomed to publicizing. We’re experienced. We can help you promote our collections and your store. It’s good for both of us. It’s part of the package.
Events! Trunk Shows.
Make it an event! Make it fun. Everyone loves a party. Everyone loves a show. Consider “by invitation only” private events for your top clientele as well as events for the general public. For private events, serve wine and hors d’oeuvres. Send invitations and follow up with phone calls. Let your clients know how special they are by an exclusive invitation to “meet the designer.”
For Trunk Shows, I bring a “trunk” of collections not normally available at any one store: many selections including one-of-a-kind couture pieces which may be featured in advance in the press to entice. By hosting a designer’s appearance, you create a newsworthy event. You can issue press releases and contact local or even national media to arrange interviews and stories.
“Selling” is transformed into an exclusive opportunity to meet a recognized expert. I act as a jewelry wardrobe consultant, recommending pieces based on the client’s appearance, style preferences (including wardrobe), lifestyle and their existing jewelry wardrobe collection. Many of my clients are repeat clients. Appointments for individual consultations may be set up in advance. Promote the benefits of complimentary consultations before the show!
Fashion shows create an aura of excitement and elegance, either at your store or at a local country club or society venue, hosted by you. Live models wearing dramatic necklaces and earrings walking the runways make jewelry come alive. Be sure to invite the men as well! I can help you create an exciting professional event. The show may be video-recorded and used for publicity in-store or for the media. Have a DVD of your latest fashion show playing in-store next to the designer collections.
If you collaborate with a regional designer, play up the appeal of a “local” designer. Press will pick up the local color angle. At a time when customers want to buy American, people want to support designers from their area.
It’s all about the personal touch. It gives jewelry a face, a personal connection. When the designer is regional, the impact is even more direct.
The Couture Edge
For my couture lines, I offer complimentary customization based on the client’s wishes. Clasps may be changed, necklaces shortened or lengthened, even alternative gems substituted according to taste. Clients love the personal attention, separating the couture experience from mass produced jewelry.
If you’re new to designer jewelry, now’s a perfect time to get in gear. If you’re already experiencing the benefits of offering designer lines, consider adding new lines for fresh appeal. It’s a win-win experience.
Mia Katrin is an award-winning, internationally celebrated couture jewelry designer, specializing in one-of-a-kind and limited edition high-end necklaces with precious gems in 18-24 karat gold and platinum. Her Collections, which have been worn by A-List Hollywood celebrities, are featured in many top galleries and stores throughout the country, where she regularly hosts Trunk Shows. Contact Mia via her website, http://jeweljewel.com, e-mail firstname.lastname@example.org or call (877) JEWEL-MY.