Wholesale Fashion Jewelry & Accessories Blog

Ideas for Jewelry & Accessory Businesses
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RESEARCH FROM STANFORD UNIVERSITY contends that one in 20 adults is a compulsive shopper, buying all kinds of things that aren’t needed.  That’s a big change from our great-grandmother’s day, when shopping was almost totally restricted to necessities.   

Now, the research gurus say, shopping fills all kinds of emotional needs.  People go to the mall to meet friends, to be entertained, to make themselves feel better, to pretend to be wealthy, even to lose weight.  It’s a multi-purpose pastime.

 

The interesting thing here, though, is how much can be learned from these new shopping parameters. 

 

Dr. Kit Yarrow, professor of psychology and marketing at Golden Gate University, says, “These days what you buy is a way to connect to others and showcase your personality and values.” 

 

                                       The People Connection

 

So, let’s look at this from the other side … which is to say, not the buyer’s but the seller’s point-of-view.  If the research holds true, retailers who can help prospective customers connect to others are certainly going to sell more.  In addition, if the products they sell can be shown to effectively showcase the buyer’s personality and values, well…that’s going to be a major success story!

 

But, how can all of this be accomplished?  A new idea surfacing in retail circles has to do with one-on-one selling to limited numbers of customers.  This is done through small, after-hour new product introductions, or afternoon tea and cookies in the store, or any of several other gatherings, where customers can meet others of like interests. 

 

SHOWING OFF CHILDREN’S JEWELRY TO A SMALL GROUP OF YOUNG MOTHERS IS A GREAT WAY TO MERCHANDISE.  THINK ABOUT THESE DELIGHTFUL PRODUCTS:

 

 

 

 

  • Paw print jewelry for kids – which could be more fun?  Show off school colors, too!  Small post earrings to match!

 

                                  Posters and Lifestyles

 

 

SHOWCASING THE BUYER’S personality and values is a little harder to pull off effectively, but not impossible. Using posters of celebrities that express the general temperament of your customers is one way to connect your products to desirable lifestyles. You can give your store a lot of class and style with celebrity posters alone, and people will associate the products you sell with these personalities.  It’s a powerful psychological technique! 

 

–And, by the way: Most companies will be delighted to send you posters of their goods if they think you will display them attractively in your store.   That could include cute pictures of the Geico gecko (green is a hot color this year) or a serene picture of a Florida beach (great for family resort—you add the big-brimmed hats and beach bags).

 

                                   Dreams and Imaginations

 

YOU SEE, it is all about how you present things to your customers. How you play on their dreams, their wants, their imaginations.  If he or she is interested in status, you might put some pictures of Bentleys around.  If family life is what comes first, add pictures of children.  If being hip is the prime image-interest, play some very NOW rock music.  Get your store into the mood in order to get your customers into the mood.  It’s almost guaranteed to sell more.

 

And, as you do it, display your merchandise.  Connect the desired personality to your jewelry.  To your handbags.  To scarves.  Talk up the connections.  A little work in this new arena should bring you profitable rewards!

 

HERE ARE SOME ACCESSORIES TO BUILD CUSTOMER INTEREST ON:

 

  • Gorgeous wholesale fashion jewelry inspired by Murano glass.

 

 

 

 

 

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       QUICKIE NOTE I:   ACCESSORIES AND THE MUSIC CONNECTION                                             

 

DON’T MISS GEORGIA MAY JAGGER, the new face of Hudson Jeans, in a major advertising blitz soon to break on the fashion world.  The daughter of Mick Jagger and Jerry Hall, the petite blond beauty gives new meaning to pricey jeans and proves that the music and fashion worlds continue to be inextricably connected.  A major addition to Jagger’s great denim outfits: A metallic mélange of bangle bracelets worn in multiples.  This is a look that just won’t give up!

   — Oh, yes, despite the gloomy economic environment, the premium denim category grew in 2008, which “is a pretty amazing thing,” the company admits.  Sales rose 16 percent over 2007!

 

YOU CAN TAP INTO THE SAME TRENDY ACCESSORIES’ LOOK WITH THESE HIGH-STYLE, WELL-PRICED BRACELETS:

 

  • Animal print bracelet with acrylic oval links with smoky transparency that allows leopard print to radiate through.

 

 

 

  • Multiple row tribal bracelets – color, handcrafted appearance.    

 

 

                      QUICKIE NOTE II:  BYE BYE BLUE

 

THE LONG-STANDING RETAIL BLUE LAWS of la belle France seem to be buckling under the weight of popular demand plus…the backing of President Nicolas Sarkozy.  The French Senate has passed a bill that will let more stores stay open on Sunday, despite the opposition of the Socialist Party.  If passed into law, stores selling a wide variety of goods, including fashion and accessories, will be allowed to remain open on Sundays in most major cities such as Paris and Marseille.

   —Under a 1906 law, stores in France are required to close on Sundays, unless they sell food or have “cultural value” (such as bookstores), or if they are located in critical tourist areas.  Sundays in France have traditionally been reserved for rest and family.

Comments (0) Posted by Mary McGarry on Monday, August 3rd, 2009


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