Professional Jeweler Archive: Seasons of Life

November 2003

Feature


Seasons of Life

Help your customers mark the spring holidays with fashionable, symbolic jewelry


You’re up to your eyeballs in preparations for Christmas sales, but now is the best time to plan for your spring merchandise and promotion needs. Set aside half a day and use this guide as you begin to choose the jewelry, watches and giftware that will keep your year-end holiday momentum going through Valentine’s Day, Mother’s Day, Father’s Day, graduations and religious celebrations in the first half of 2004.

Valentine’s Day

Engagement rings are a given for Valentine’s Day. But also promote any heart-theme jewelry, and don’t stop there. “The X&O theme or love knots offer the same message but in a different form,” says Melinda Silber, director of design at Silber’s, Houston, TX. In fact, any jewelry with red or pink gemstones – such as ruby, garnet, spinel or pink sapphires – also ties into the Valentine’s Day theme.

For several weekends in advance, promote your Valentine’s Day merchandise in newspapers and regional magazines. Don’t let flower, card and candy stores take all the business.

Mother’s & Father’s Day

Mom – the center of the family and giver of guilt if everyone isn’t adequately prepared for her day of honor. “Mother’s rings, pendants, bracelets and pins personalized with gemstones representing her family’s birth months are great fun because they involve the whole family,” says Patricia Daunis, designer/co-owner of Daunis, Portland, ME. “This jewelry is also timeless.” Such customized jewelry isn’t for the last-minute shopper, so have more generic designs available also.

Father’s Day is a good opportunity to sell tie tacs, tie bars and cuff links for Dads who wear suits and precious metal neckchains, bracelets, key chains and money clips for those who don’t. This also might be the time to test-market a line of good-quality leather wallets and belts with precious metal buckles.

Graduations

Think beyond the class ring. “A sterling silver graduation cap pendant with an engravable plaque is perfect for junior high and high school graduates,” says Rachel Silber, director of marketing at Silber’s. “Small pendants, rings with birthstones or small diamonds are wonderful gifts also. For college graduates, a pearl necklace or pair of hinged hoop earrings will help to build a basic jewelry wardrobe that will serve them well in their careers.”

Plant the seed with advertising in March or April so gift-givers are persuaded to buy jewelry for graduates before other retailers win their attention. “The symbolic nature inherent in this jewelry hits the mark much more easily for consumers who are overwhelmed with choices by the time graduations begin in May and June,” says Jane Taylor, designer/owner of Jane Taylor, Amherst, MA.

Celebrating Religion

Confirmations, first communions, bar mitzvahs and bat mitzvahs are just a few yearly religious celebrations important to jewelers. Crosses on a chain, Star of David pendants, mezuzah pendants for older children, charm bracelets and dangle rings with cross charms are good choices to suggest to customers. “Jewelry is a direct symbol of the religion being celebrated and a permanent marker of a milestone in life,” says Daunis. To keep this jewelry in your customer’s mind, create a permanent religious display with a variety of styles and sizes to reach all ages.

– by Lorraine M. O’Donnell, A.J.P.

18k “Rhapsody” pendants include corundum accented with blue sapphire, frosted crystal with cognac diamonds, black onyx with white diamonds and ruby rough with diamonds and bezel-set rubies.

Judith Ripka, New York City; (212) 244-1230, fax (212) 244-4560.

14k “I Love You Day and Night” pendant with 0.26 carat of diamonds and matching chain come in a heart-shaped frame box. Suggested retail, $299.

Esslinger & Co., St. Paul, MN; (800) 328-0205 or (651) 452-7180, fax (651) 452-4298.

The platinum Embrace Bracelet features 33 Spring Cut™ diamonds totaling 12.06 carats and 33 round diamonds totaling 2.30 carats.

M&M Diamond Imports, Houston, TX; (800) 451-0634.

Photo by Robert Weldon.

Grandmother’s 14k bracelet features ruby, green tourmaline and peridot baguettes and princess-cut ruby, garnet, peridot and diamonds. Suggested retail, $20,000.

Daunis, Portland, ME; (207) 773-6011, fax (207) 773-3603, daunis@sprynet.com.

Photo by Robert Diamante.

18k white gold earrings with 2.04 carats of diamonds are $5,200 suggested retail.

Rina Limor for J.R. Gold Designs, Ltd., New York City; (800) 999-0583 or (212) 922-9292, fax (212) 922-2992, info@jrgold.com, www.jrgold.com.

18k heart bracelet with 2.65 carats of pavé diamonds is $2,330 suggested retail.

Jane Taylor, Amherst, MA; (413) 253-7174, fax (413) 253-4014.

“With Love” box features hinged porcelain with an embossed flower design and gold trim.

Pacific Northern Inc., Carrollton, TX; (888) 888-5868 or (972) 512-9000, fax (972) 512-9002, www.pacificnorthern.com, sales@pacificnorthern.com.

14k gold charm bracelet is $1,274.50 suggested retail.

Rembrandt Charms, Buffalo, NY; (800) 828-7840, fax (800) 828-7811.

Vintage-inspired diamond lockets are shown in oval and heart shapes.

USA Studs, New York City; (212) 302-1010, fax (212) 302-7098.

18k gold Sabi finished cuff links.

Henry Dunay Designs, New York City; (800) 888-2525 or (212) 768-9700, fax (212) 944-0308.

14k gold men’s rings with an Australian opal doublet and 0.15 carat of diamond are each $2,167 suggested retail.

Idaho Opal & Gem Corp., Pocatello, ID; (800) 635-9800, fax (208) 233-0120.

Men’s 18k two-tone money clip and
tie bar retail for $848 and $475, respectively.

Silber’s Inc., Houston, TX; (800) 745-2377, www.silbers.com.

Tru-Seat® solitaires and settings feature seat depths precut for maximum security to reduce total setting time. The metal is already removed, making the setting lighter and more affordable. Various styles, metals and sizes are available for fast delivery.

Hoover & Strong, Richmond, VA; (800) 759-9997, www.hooverandstrong.com.

14k white gold cuff link and stud set features white mother of pearl inlays. Available with other stones also.

Lindsay & Co., New York City; (800) 321-9711 or (212) 575-9711, fax (212) 869-0527, www.lindsayco.com.

Sterling silver carbon cuff links are $239 suggested retail. Sterling silver, stainless steel and black silver cuff links are $193.

Stuller, Lafayette, LA; (800) 877-7777 or (337) 262-7700, fax (337) 981-1655, info@stuller.com, www.stuller.com.

Copyright © 2003 by Bond Communications