Fine Jewelers Advised to Avoid Beads

Reply to GUEST EDITORIAL: BEAD-WARE!
http://news.centurionjewelry.com/articles/view/guest-editorial-bead-ware


I have successfully designed and sold fine bead jewelry FOR YEARS! I am highly amused by the retail jewelers that have come so late to the retail success that bead jewelry has enjoyed since the time of the Neanderthals.
You remind me of all those old European fuddy-duddy royals that sneered at Za Za Gabor when she married that Austrian noble. They were appalled that she wore with her lavish diamond necklace, bracelets and rings one of her lovely crystal and platinum beauty crowns when she was “presented” to them in the 60’s.
The problem for all those who march in lock step and buy the same items is REDUNDANCY. Your customers that like beads and wear them do not want to see the same damn thing everywhere they go. They are a more sophisticated and educated shopper than you obviously suppose.
What you fail to apprehend is that women and men who wear and enjoy bead jewelry also wear gold, platinum and silver. I know because many of them are MY customers, some of whom have ten or more of my designs. They are very comfortable wearing both, either separately or at the same time.
Of course, I create exclusively one of a kind pieces, that are hand-knotted, with quality findings. Selling the identical items that everyone else has is a sure path to failure.
Further, in these difficult times, the savvy retailer has merchandise that appeals to all price points. Pam Danziger also observed that the affluent shoppers are now shopping more at Target than Nordstrum’s.
I don’t mean to rip on you but this is the same attitude that keeps retails from using all marketing tools, including the internet and social media, as Scott Galloway stated so clearly at the GIA Symposium.

Beadbear
http://www.beadbear.com