June 2004 Precious Metals/New Products Off-Round Links Not everyone likes circles Though round links have returned in force to jewelry fashion, keep a stock of other shapes for those who want something a little different. “Many people identify with other shapes,” says Jennifer Velasquez, merchandiser at Boma, Renton, WA. “Swirls, geometric squares, rectangles and free-form shapes are everywhere, and people should have the option to choose what they connect with.” Remember too that higher prices of gold and platinum make room for sterling silver. “Because of its price, sterling allows design freedom and experimentation,” says Velasquez. Some designs might be daring, but the finishes keep links grounded with texture, brushing, beading or coin edges. point of $ALE Need help selling unusual links? Jennifer Velasquez of Boma, Renton, WA, offers some help: Keep things interesting. An assortment of fancy links reflects your interest in customer satisfaction. A variety of link shapes and sizes allows customers to mix and match. Not just for holidays. Stock link designs that are fresh and some that use negative space. Outlines of flowers, leaves, hearts and architectural motifs convey a sense of individualism and novelty. Hearts are not limited to Valentine’s Day sales, and flowers sell outside of spring – these motifs transition to other seasons and celebrations. You’ve got the look. Find out what look your customer is going for to understand her desires. Explain what the trends are to help her choose. Also explain quality by educating her on the difference between cast merchandise and stamped. Show it off. This jewelry moves when it’s worn, so focus on movement in your displays. Curve a necklace on a flat surface instead of in a straight line or drape it over display elements. – by Lorraine M. O’Donnell, A.J.P. Sterling silver bracelets feature heart- and flower-shaped links. Suggested retail, $29.95. Boma, Renton, WA; (800) 892-9210, fax (425) 226-2334. Square links form this 14k white and yellow gold bracelet. Royal Chain, New York City; (800) 622-0960, fax (212) 730-7616. 17-in. 14k white gold chain with oval links and link clasps is $1,836 suggested retail. Stuller, Lafayette, LA; (800) 877-7777, fax (337) 981-1655, info@stuller.com, www.stuller.com. Sterling silver bracelet has engravable plates connected by oval links. Suggested retail, $90. In 14k gold, $856. Leonore Doskow Inc., Montrose, NY; (914) 737-1335, fax (914) 737-5049. Sterling silver Linkable components are ava lable in 14k gold at $2-$85 retail. Rio Grande, Albuquerque, NM; (800) 545-6566, fax (800) 965-2329. 14k gold oval loop earrings are $140 suggested retail. Nancy B & Co., Culver City, CA; (800) 421-0464 or (310) 836-8842, fax (310) 836-2409. Square link necklace features two shades of sterling silver. Stahl Design, Smithfield, RI; (888) 655-6736 or (401) 349-4300, fax (401) 349-4303. Elongated loop bracelet in 14k gold is $438 suggested retail. Ed Levin Jewelry, Cambridge, NY; (518) 677-8595.