Veteran antique and period jewelry wholesalers at eFiligree have been charming retailers and collectors alike for decades. Co-owners Dori and Tuvia Paul have made it their life’s mission to seek out exceptional authentic vintage jewelry from important eras. For their collections to have the greatest impact, they’ve developed a keen eye for elegance – making sure that each piece is given superb restoration, ready to be treasured by new owners for their lifetime.
New Site Debuted
It should be pointed out that eFiligree recently launched an updated website to showcase their ever-changing inventory. The products are intuitively categorized, making it easy to locate what you’re looking for. The loupe magnifying tool lets you examine an item thoroughly so you know exactly what it will look like in real life. If you don’t know eFiligree’s backstory, click on their About page to discover why their expertise comes so naturally. The Learn page offers a concise tutorial to understand each era by name and dates, so consumers can become more educated about the jewelry they love.
The Impact of Period Jewelry
Contemporary jewelry is the backbone of most retailer jewelry businesses, but adding antique and vintage pieces can bolster customer loyalty. They’ll never need to shop elsewhere for special hard-to-find items when gift-giving time rolls around.
Tuvia Paul explains what’s in it for jewelers. “Antique and period jewelry is a timeless treasure,” he finds. The exclusivity of period jewelry creates a call-to-action each time a customer admires an antique piece in your showcase. “It can’t be sold by your competitor. They are all one of a kind,” Paul points out. This advantage is not lost on custom jewelers either. Antique and period pieces are the perfect complement to custom jewelers’ modern offerings – since they are also one-of-a-kind originals.
Dori Paul underscores the importance of meeting consumer expectations, and for many shoppers today, “it’s all about green, recycled and restored,” she points out. Your customers may insist on only buying responsibly. New items can be produced sustainably, sometimes. But authentic antique and period pieces tick off all the boxes. “Many new manufacturers copy old designs,” Dori points out. But eFiligree’s jewelry allows shoppers to get the real deal and feel good about it. eFiligree’s extensive collective lets retailers buy what their customers crave. “I’ve got a DeBeers yesterday-today-tomorrow 3-stone ring,” Dori reveals. “Actually, we have those styles from the 1920s and 1930s. Everything old is new again,” she reflects.
With all these great selling points, some retailers have yet to take the plunge by adding vintage jewelry to their inventory. And that’s where eFiligree would like to help retailers. They point out that adding authentic antique jewelry can create another robust revenue stream. Vintage and period pieces fulfill shopper’s quests for finding distinctive jewelry throughout the year. They make thoughtful holiday gifts and treasured bridal jewelry. The one-of-a-kind nature of antique items adds sentimental value in a way that modern pieces cannot muster. “With period pieces, the consumer is purchasing storied heirlooms to pass down to future generations,” says Tuvia.
The eFiligree Difference
Not every antique jewelry wholesaler has the in-depth knowledge of eFiligree. The Pauls are 3rd generation antique jewelry wholesalers. And with their history comes a wealth of insight. “We’re always available to answer questions and to educate where needed. Even if pieces come into a store, we can help date it, offer advice, and identify reproductions,” Dori tells.
Vintage jewelry has always had devotees, but there’s a definite surge in interest today. The timing for antique and period jewelry’s resurgence couldn’t be better. Consumers are mesmerized by wildly popular period dramas like Downton Abbey, Poldark, Victoria, and Pride & Prejudice. And Netflix captures millions of viewers with The Crown, now in its 3rd season. Fashionistas see their favorite jewelry in the actual periods in which they were created on these lavish series. Sharp retailers are taking a cue from this trend by creating Downton Abbey events or Crown Evenings – encouraging their customers to come dressed in that period and preview these timeless treasures.
Trunk Shows are Always a Good Idea
Thinking of a trunk show to kindle enthusiasm for vintage jewelry? That’s an excellent idea for bringing crowds in an entertaining way that delivers proven results. Dori shares insight from her experience with planned in-store events.
“Many people are excited to learn about these events, and will come into the store just knowing there’s a trunk show coming.” According to her, it’s not just the look of these items that are the big draw. “We have authentic pieces, not reproductions. And that’s enticing for shoppers because every piece is unique, not just what passing fads are promoting,” she points out. When eFiligree helps organize an event, they put a lot of thought into the mix of items, and to where the event will be held. For eFiligree, customizing to the specific market is key to its success, and it’s something only decades of experience can produce. “The stores receive a selection of beautifully curated pieces based on their store, their target price-point, or if they’re planning a particular theme, like bridal for instance,” Dori explains. Each trunk show is thoroughly vetted to optimize results for the retailers. “For bridal, we’ll bring an enticing array of mountings, solitaires, wedding bands, and wedding party jewelry,” she reveals. “Trunk shows for the holidays showcase gorgeous original gifts; special items that customers cannot find elsewhere.”
You may already carry vintage items in your store. That’s great. Ask Tuvia or Dori Paul how to increase your sales and help your customers build a meaningful collection around their favorite eras. If you’ve never sold period and antique jewelry before, there’s no better time to add these dazzling pieces to your inventory. eFiligree has ideas to help you all year long. Call Dori or Tuvia at 888-345-4473 or contact them through their new website www.eFiligree.com You’ll be glad you did. Your customers will be even happier.
Award winning trade journalist and gemologist Diana Jarrett is a Registered Master Valuer Appraiser and a member of the Association of Independent Jewellery Valuers (AIJV). She’s a popular speaker at conferences and trade shows. Jarrett writes for trade and consumer publications, online outlets, her blog: Color-n-Ice, and www.jewelrywebsitedesigners.com. Contact her at firstname.lastname@example.org, visit her website at www.dianajarrett.com, and follow her on Facebook and Twitter (Loupey).