The second part of our series on survival tactics for small business starts with jewelry and accessories for seasons and special occasions. Valentine’s Day is here and that is exactly what we are talking about when we say special occasions. Actually the Spring is loaded with them—mainly Valentines, Easter, and Mother’s Day.
JEWELRY AND ACCESSORIES FOR SPECIAL OCCASIONS
As a salesman calling on small fashion businesses, presentations on the days leading up to these special occasions were filled with interruptions as busy shopkeepers tried to squeeze in ordering between taking care of customers that wanted their input on what to buy. This is a happy problem.
Yes, you can say that special occasions like Easter see discount stores jammed with Easter baskets and candy, but what about shoppers that want a quality gifts for Mom, a spouse, or significant other. Jewelry with exceptional quality really sends a meaningful message for these consumers. One manufacturer that does an exceptional job at providing exceptional quality is “Best Brand”. Every special occasion is covered in their line that can be found in each occasion’s category on our website.
What makes this line so unique and desirable? The meaningful designs and exceptional manufacturing process. Let’s look at Mother’s Day. “Mom” is the most emotionally packed word in the English language. This day carries feelings. So what’s the message shoppers want to send on this occasion? Special, very special, no one can replace a Mom. One of “Best Brands” pendants goes straight to the heart with letters spelling out “Special Mom”.
The delivery is not a simple casting, which any manufacturer can create. No, “Best Brand” goes the extra mile in quality. The pendant uses their signature process of stamping the design from a thin sheet of steel into a statement that immediately creates a message for onlookers. Then the jewelry is plated, often two-toned, and polished for a finished product that the eye cannot distinguish from an expensive work in sterling silver. This is providing the fashion jewelry for special occasions that stands above the majors. This is a quality line that is so labor intense that the large quantities national department stores need simply cannot be produced, so small business is the exclusive provider for the consumer.
Keep an area available for special occasions and decorate it to draw attention so that customers will remember where to buy the seasonal gifts for the important special days of the year.
UNIQUE FASHION JEWELRY
Niche markets don’t need to be narrow. They can have universal application to accessorize fashion. The pendants described above and matching earrings reach out to endless themes as well as designs that are fashion statements. Added to chokers or chains, these quality pieces of fashion jewelry provide a tailored line that is perfect with career wear and suits.
The endless themes also create a show-stopper that consumers can’t pass up. All the original designs capture attention and something in this group will pull at the heart strings of the shopper—whether their pets, a vacation area like sea life, their interests like sewing or cooking, or their children’s activities like ballet, cheerleading, or soccer Mom.
The match of fashion jewelry to interests close to the heart is almost a guaranteed sale. In addition, the many fashion designs can be a perfect accessory for a new outfit as well as jewelry to update last year’s wardrobe to this year’s trends.
Shoppers need the wide selection of fashion jewelry that specialized small businesses carry to complete an outfit with the perfect accessories. Small business is the answer because the majors want to concentrate on apparel and don’t have the staff for individual service that helps shoppers coordinate.
Broader niche markets can be dressy as well. Where do you find the wide selection of rhinestone jewelry needed for prom, bridal, balls, and pageants? Only in small fashion businesses. Department stores are normally very limited in the selection of rhinestone. On the other hand, boutiques and accessory stores have the selection and the personalized service to help customers accessorize an outfit.
Normally bridal and prom customers want delicate designs in rhinestone necklace sets. Gowns dictate gold or silver plated settings as well as whether a necklace is needed. Then there are personalities that vary between contemporary or traditional looks with more daring and fashion forward customers preferring dramatic designs that follow the trends in fashion jewelry.
Often when the gown does not accommodate a necklace, more dramatic earrings are the accessory. Sometimes the customer knows exactly what they want, but more often, they are looking for the expert advice of the shopkeeper. Make the perfect match for that customer and you can almost be certain, they will be back shopping with you again.
Success for small business is most often a collection of niche markets and specialized service. This provides a unique combination to fill needs that the big box stores can’t match.