Kid Appeal

May 1999

Precious Metals & Bench

Kid Appeal

Like a diamond, love shown to a child lasts forever

Today's designers approach children's jewelry with style and quality fit for adults. It's no wonder because children's jewelry creates a strong emotional bond when passed on to succeeding generations.

Designers of children's jewelry are focusing on quality, which is as strong a selling point as affordability. "The market for this jewelry spans from newborn to 16," says George Simpson, president of The Touch, Waltham, MA. "The U.S. Census Bureau says grandparents spend $20 billion a year on merchandise for their grandchildren – this is big business."

Other statistics from the Census Bureau to keep in mind: over 62 million families in the U.S. have children under age 16; over 45 million children in the U.S. are between the ages of 5-16; and 26% of the population is under the age of 18.

When promoting this category, avoid approaching it as "kiddy" jewelry. This is fine jewelry, often made of 14k or 18k gold, so treat it with dignity. Display it as you would adult merchandise, keeping it together in groupings so your customers can see all you have to offer without wandering through the store in search of it.

– by Lorraine M. Suermann

Personalized 14k gold children's bracelets are available in a variety of lettering and link styles. Names are hand-cut and available with or without pavé diamond accents. Suggested retail, $89-$239.
K.D.S. Jewelry Co. Inc., Baldwin,NY; (800) 227-5371 or (516) 623-2333, fax (516) 623-1184,

14k gold ballet slipper pendant and matching earrings are $72-$96 suggested retail.
The Touch, Waltham, MA; (800) 556-0041 or (781) 894-8133, fax (781) 894-7821,,

14k gold plain bangles are available in 51/4-in. wide and 61/4-in. wide and are $152 and $172 suggested retail. 14k gold alphabet bracelet ($227) available also in sterling silver, overlay or 10k gold. 14k gold heart pendant ($109) features a 1-pt. diamond.
B.A. Ballou & Co., East Providence, RI; (401) 438-7000.

The baby collection from HMS is available in 14k gold and includes earrings, rings, lockets and bracelets.
HMS, Dallas, TX; (800) HMS-GOLD, (972) 458-9571, fax (972) 450-4445.

18k gold engraveable baby bracelet features stars and a bead chain.
Janet Yaseen, New York City; (212) 421-3390, fax (212) 486-2959.

Handmade children's earrings in 14k gold feature an easy-to-use closure. Available in 28 assorted styles, including hand-engraved, with garnets and in yellow or two-tone gold. Suggested retail, $40-$60.
EuroGold, Brentwood, CA; (925) 516-6988, fax (925) 516-2011,

14k gold charms are $25-$60 suggested retail.
Michael Anthony, Mt. Vernon, NY; (800) 966-8800 or (914) 699-0000, fax (914) 699-9869.

A band ring with cut-out hearts is crafted in 14k gold.
Skalet Gold, Chicago, IL; (800) 621-6017, fax (773) 477-6293.

14k gold pendants are available in bright finish, bright with satin finish accents or satin finish with bright accents.
Henry Jewelry Inc., Los Angeles, CA; (800) 882-8863 or (213) 629-8282, fax (888) 868-3068.


Copyright © 1999 by Bond Communications.


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