Why do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
Here’s How Designers Are Upping Their Trunk Show Game
Sethi Couture and Freida Rothman are two brands that are using stacking ring parties to draw customers into stores.
New York--Trunk shows are an essential method for designers to connect with their customers in person, and some designers are coming up with ways to make these events a bigger draw for customers.
San Francisco-based Sethi Couture, helmed by design duo Prerna and Pratima Sethi, produce a great number of rings that are created to be worn alone or, better yet, stacked over time with more of their designs.
Over the past year, the Sethis have been emphasizing their stacking rings through what they call “BYOB” parties--“bring your own bands”--at retailers across the country, in which customers are encouraged to wear their favorite stacking rings into the store to be styled, mixed and matched with Sethi Couture numerations, creating a personalized stack.
“Stacking bands have been a meaningful part of our brand since the beginning,” explained Prerna Sethi. “Trends come and go and style evolves, and we wanted to celebrate this idea. By throwing these parties, we have created a purpose.
“Women come in for an afternoon of mixing and matching bands, beautiful reminders of their favorite moments from then and now. Many times, their pieces felt tired or worn and adding a Sethi quintessential diamond band created a renewed relevance. It’s an engaging way for women to enjoy their jewelry and embrace who they are today and how their style has evolved. The Sethi stacks are enriched with the intimacy of this personalization with something for everyone.”
“By throwing these parties, we have created a purpose.” – Prerna Sethi, Sethi CoutureSethi Couture has several BYOB parties coming up, at Steve Quick Jewelers in Chicago, Jewelry Art in Hudson, Ohio, Zaver & Mor in Berkeley, California, Two by London in Manhasset, New York, and at New England retailer Von Bargen’s, which also held a ring stacking event with designer Sarah Graham earlier this year.
Designer Freida Rothman is also an advocate of turning the traditional trunk show on its head, and enticing customers with an event that they may not have experienced before, inviting them to create their own Freida Rothman stack.
“Parties are more fun,” said Rothman. “I created ‘stack parties’ to replace the tired syndrome of trunk shows. A Freida Rothman Stack Party is a chance for the customer to come ‘play,’ and to discover new ways of wearing jewelry and how to build a stack that suits their style.
“Your arm’s the limit as
Rothman even uses a hashtag for these events: #stackparty.
She began hosting stack parties last February at her New York City flagship and at retailers across the country. She even hosted one during the Las Vegas trade shows for her retailers to get in on the fun.
Rothman likes to invite a blogger or stylist to help customers stack at the events. She said she has upcoming stack parties planned at Mednikow, Nordstrom, Shelton Jewelers in Albuqueque, New Mexico, Mazzarese Jewelery in Leawood, Kansas, Hall’s Jewelers in Dayton, Ohio and more.
The Latest
The “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
The annual list recognizes young professionals making an impact in jewelry retail.
Despite the rising prices, consumers continue to seek out the precious metal.
While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
Christie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
The ad aims to position platinum jewelry as ideal for everyday wear.
Retailers can customize and print the appraisal brochures from their store.
The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
The site has been down since Thursday evening, just ahead of its spring auctions.
The late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
Kimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
As a token of womanhood, this necklace depicts when Venus was born from the sea.
The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
Show your mother some love with a piece of fine jewelry.
The company’s Easton location will remain open.
Brian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
Sponsored by the Las Vegas Antique Jewelry and Watch Show
Tobak, author of “Ice Cold: A Hip-Hop Jewelry History,” shares how the exhibition came to be, and the pieces people may be surprised to see.
Stars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
The branded jewelry market is thriving, said Richemont Chairman Johann Rupert.
The six designers, all participants in the show’s Diversity Action Council mentorship program, will exhibit in Salon 634.
The highlight of his collection is the coveted Patek Philippe Grandmaster Chime, which could sell for up to $5 million.
The “Venetian Link” series modernizes the classic Veneziana box chain in its bracelets and necklaces.