I was walking past the beauty emporium Sephora in my New York City neighborhood the other day, and was struck by two large and tasteful window displays. Each showed a gorgeous model, dressed in eveningwear, applying her makeup. The headline simply said: Trending at Sephora, and all of the products that seemingly gave each model her trendy look were attractively displayed in smaller insets. I immediately thought, “Why can’t the same approach be used in fall jewelry promotions? “After all, it’s the back-to-school/back-to-work season when both men and women are refreshing their wardrobes—and that should include jewelry!
When I put the same question to Amanda Gizzi, Spokesperson for Jewelers of America, she had a lot to say about turning the latest fashion trends into jewelry sales. Here are her observations and tips:
DPA: Can a fine jewelry store be a trend destination?
Amanda Gizzi: Yes. It’s not necessarily about stocking new jewelry trends each season, but refreshing your marketing and displays so that you tie your existing inventory to current trends. For the longest time the jewelry industry has tied itself to the holidays, and events like anniversaries, but not to fashion. Looking to fashion trends is an opportunity to bring in new customers who have the spending power and want to refresh their wardrobes.
Style.com is a great source for keeping up with fashion and accessory trends
DPA: How do you stay on trend?
AG: By looking at magazines and the fashion websites. Merchandising is all about putting a story together. Having beautiful photos of on-trend pieces worn together out on display can help customers visualize. And don’t underestimate the power of knowledgeable sales associates who, for example, can show how much more beautiful a solo pendant chain will look with a few more tiny charms dangling from it.
DPA: But a lot of the trendy jewelry looks can be found at much lower price points; are consumers willing to spend more for fine jewelry?
AG: Fashion jewelry is starting to influence fine jewelry, and it’s amazing to see how many trends have trickled up and down. Modified ear climbers, for instance, are holding as a trend and doing well. And the same women who covet and are willing to spend money on top runway designers want jewelry that carries the same symbol of luxury and beauty. They’re willing to spend a couple of thousand dollars to refresh their jewelry wardrobe.
Delicate climbers in gold, diamonds, or with gemstones are great for women of all ages and ear sizes and shapes, says Gizzi. Shown: Diamond ear climbers from Stephen Webster.
DPA: But what about women on a tighter budget?
AG: Including on-trend items at entry level price points can also bring in younger millennials looking to make their first fine jewelry purchase.
DPA: So aside from ear climbers, what are the other big trends this season?
AG: Stacking rings and bracelets continue to grow in popularity and are great for retail because layering allows people to easily add pieces and pair things with existing pieces. And in bridal, many women prefer the look and symmetry of two wedding bands on each side of the engagement ring.
More great trends that can boost your sales, according to Gizzi:
° Longer necklaces and chokers. Anyone who sold off their old gold chains should be kicking themselves, she says. We’re seeing longer delicate chains with multiple pendants on one chain; we’re also seeing shorter necklaces layered closer to the throat as well as bold, high-on-the-neck collar and choker designs.
Paradise Mixed Stone Drop Earrings are a fun day or nighttime look.
° Single pieces that look like stacking. Stacking is an art, not everyone has the confidence to pile on a bunch of bangles. You might want to steer those customers to multi strand necklaces and one-piece bracelets that have the illusion of looking like a trio of bangles.
° Fringe. Tassel earrings and long necklaces compliment the seventies fashion styles that are making a comeback.
° More playful designs. Jewelry as a whole is getting less serious, more fun, and more everyday wearable. What’s trending: brightly colored gemstones in patterned designs, jewelry with lace-like patterns and themes, pendants and charms that add personal meaning to pieces, and the return of carved and engraved gemstones with a spiritual nature. We’ve moved away from that for a while, says Gizzi, but people want a constant reminder of those they love—and jewelry is a big part of that today.