August 2004 Precious Metals/New Products Sentimental Metal Sell emotion with jewelry “Sentimental jewelry brings out emotional responses,” says Jim Grahl, owner of Odyssey Charms by J Grahl Design, Balboa Island, CA. Particularly notable are pink gold, hearts and engraved messages, which are synonymous with love. “Where metals are concerned it’s really about whatever goes with the rest of the piece,” says Grahl. “How the metal flows with the design helps with longevity of the jewelry.” White metals are the most popular for sentimental jewelry, but 14k and 18k yellow gold are important also when offering custom work. – by Lorraine M. O’Donnell, A.J.P. point of $ale Patty Daunis, designer and owner of Daunis, Portland, ME, tells what’s important to know about selling sentimental jewelry: Variety Hour. It’s all in the details and what a customer relates to. Offer vintage, humor and animation themes, among others. Movement in charms and lockets keeps customers interested as they browse jewelry cases. Be a Service Pro. Offer made-to-order jewelry where the customer can select color, carat and motif. People love to be involved in their purchases and be a part of something special. Offer engraving to add to the personalization. Remounts have become important – encourage customers to bring grandmother’s jewelry to your store for an extreme makeover. The More the Merrier. Display lockets, charms and pendants in multiples and context, such as showing charms on charm bracelets. Giving this jewelry a little real estate shows your intention to sell it. – LMO Sterling silver hearts with one 0.03-ct. sapphire each start at $45 suggested retail. B.A. Ballou, East Providence, RI; (800) 755-7099, fax (800) 755-7988. Life’s Endless Circle locket commemorates grandmother, mother and daughter. The 14k gold locket with an 18-in. chain is $216 suggested retail. Esslinger & Co., St. Paul, MN; (800) 328-0205 or (651) 452-7180, fax (651) 452-4298. 14k white gold rolo link charm bracelet features charms in 14k green, rose, white and yellow gold. Suggested retail, $450 for the bracelet; $155+ for the charms. Odyssey Charms, Balboa Island, CA; (508) 951-1053. 14k gold Victorian charm bracelet is $1,800 suggested retail as shown. Rembrandt Charms, Buffalo, NY; (800) 828-7840, fax (800) 828-7811. Custom monogram lockets are handcrafted in 18k gold and French enamel. Brown, pink, green or blue enamel initials are available. Suggested retail, $1,150. Dilsey Coal, New York City; (212) 242-8282, fax (917) 591-8654, dilseycoal.com. 14k yellow or white gold rings are set with 0.03-0.08 carat of gemstones and the name of your choice. Suggested retail, $400-$500. K.D.S. Jewelry Co., Baldwin, NY; (800) 227-5371, fax (516) 623-1184.