This 14-karat gold holiday bracelet from Rembrandt Charms is priced at $2,920 at retail.
Williamsville, N.Y.—Rembrandt Charms is launching a new pricing structure for its charms beginning tomorrow.

The company said the adjustments will lower gold charm prices, with gold-plated charms now priced the same as those made in sterling silver and karat-gold charms priced more affordably, to help jewelry retailers maintain profit margins and increase sales.

Rembrandt said it sent new charm pricing catalogs to its retail jeweler clients last week.

Other improvements the company recently instituted include a new consumer- and retailer-friendly website with high resolution product images; expanded product research, development and quality control programs; expanded operations to include a state of the art and environmentally friendly plating facility; and new manufacturing equipment that improves the level of detail that can be added to its  models.

This equipment includes new casting and stamping machinery as well as additional laser engravers and laser welders.

The company regularly launches new charms and redesigns existing versions. It also is focusing on more upscale charms, targeting the $40 to $60 retail price range in sterling silver.

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