Sponsored content from the Southern Jewelers Guild
“If opportunity doesn’t knock, build a door.” – Milton Berle
The Mother of all holidays is right around the corner, and if you don’t have your marketing plans in place, drop everything and get to work on them now! Mother’s Day is the third largest retail holiday in the United States, and working with your customers to make Mom happy can result in a huge payday for retail jewelers.
Mother’s Day has a broad appeal, with mothers, grandmothers, aunts, daughters, mother-in-laws and wives all included in the gift-giving process. Stocking your cases with a wide variety of price point pieces, in the bread and butter categories such as pearls, diamonds, hearts, charms and specialty pieces that can easily be customized (think engraving and personalized gemstones) provide your customers with easy options from which to choose.
Mother’s Day is also a great opportunity to capitalize on the popularity of two-stone jewelry. Originally conceived by Signet, and launched in October of 2015, the two-stone concept is resonating heavily with consumers. In fact, research conducted by Signet points to a better acceptance of the two-stone concept than the three-stone ring created by De Beers, because people identify more quickly with the concept of two.
And because of it’s unique design, two-stone jewelry is much easier to sell all at once as a suite, or to promote individual pieces to consumers on a budget as a perfect option to build on in the future for any jewelry wardrobe.
To learn more about the two-stone jewelry trend, I turned to Linda Spil of the Samuel Spil Company, a true mom and pop, family owned company founded in 1961 by Samuel Spil. This third-generation company introduced its first two stone ring in November of 2016, which was met with immediate success. The overwhelming customer response led the company to build out a complete line of two stone, rings, earrings, and pendants, available in a multitude of stone choices, including white and pink cz’s, a wide variety of colored stones and diamonds.
According to Linda, the demand for two-stone jewelry will continue to be strong through 2016 and the 2016 holiday season, and in anticipation of the continued strong demand, the Samuel Spil Company recently added a Dancing CZ two-stone ring as a cross-over from their Dancing CZ collection.
In terms of history, the concept of a two-stone ring isn’t unique. Originally known as “Toi et Moi,” which is French for “You and Me,” these rings were common as engagement rings from the late 19th century through the early 20th century. Customers who enjoy indulging in the latest trends will also appreciate the historical references you can provide while educating them on the new two-stone styles and selections.
I encourage you to embrace the opportunities that have been created through the introduction of the two-stone jewelry collections, and show, tell and sell your way to a successful 2016 Mother’s Day!
Have questions about the Southern Jewelers Guild or want more information about membership? E-mail me at Ann@SouthernJewelersGuild.com or call 504-615-1191.
