Wholesale Fashion Jewelry – 5 Shortcuts to Retail Success

Something in the human spirit is always itching for independence and this itch translates to a constant flow of new entrepreneurs that so often gravitate towards fashion jewelry. What is so irresistible about this accessory? Beyond the high profit margins that wholesale fashion jewelry can open for retailers lies an intrinsic beauty that creates truly wearable art. Yes, wholesale fashion jewelry offers plenty of profit potential that enables retailers to turn small investments into the longest mark-up in the fashion industry, but the magic of fashion jewelry’s beauty stops consumers in their tracks and this magnetic attraction, more than anything else, brings the entrepreneur into retail sales specializing in jewelry.

Many of these new fashion jewelry businesses begin on the simplest level with retailers buying wholesale fashion jewelry and presenting it to friends and co-workers. Easy sales and new found profits ignite a fire to grow the business, but what step comes next? As a twenty-five year veteran of the wholesale fashion jewelry industry, I have seen business after business start in this way and often grow to become the major supplier of fashion accessories in a community. The learning curve never ends as fashion jewelry evolves as well as retail tactics, but some things never change and these key techniques will have positive impact on your fashion jewelry business.

But first, how are you going to sell your treasure of wholesale fashion jewelry? Outgoing personalities love the active sale. Visit businesses, do parties, set up in flea markets or craft shows, and bubble over with enthusiasm as you introduce stunning fashion jewelry to consumers. All they need is a crowd and permission to set up. Bingos, festivals, school picnics, car shows, sporting events-the list is endless. Overhead is low and actually stops when not engaged in sales activities. But so does sales, so many prefer brick and mortar businesses with a higher overhead, but continuing business even when you’re not there.

The quieter, methodical personality may not be up to this bubbling enthusiasm and choose a passive sales mode. Successful businesses often build without the entrepreneur ever engaged in active sales to the consumer. They connect with beauty shops and other locations to provide fashion jewelry on consignment with the owner profiting as well as the entrepreneur. Methodical personalities think out the details like how to handle shrinkage of missing items with no sales recorded. Increasing price and lowering consignment fees compensates for losses when fashion jewelry has open exposure that can result in more shrinkage. The flip side is reduced sales in secure environments like showcases or behind the counter, which reduce shrinkage, but unfortunately, also sales.

Okay, both personalities have a selling method they are comfortable with and both can expand their business with online marketing by working on websites while their sales support them as the websites grow, climbing higher in the results of major search engines. But what about the 5 shortcuts to retail success? They boil down to pricing, selection, presentation, knowledge, and benefits.

-First comes pricing the wholesale fashion jewelry. New entrepreneurs often feel shock waves as they see the wholesale cost compared to retail prices they paid as consumers. The first temptation is undercut all the competition. Stop there!-because fashion jewelry is cyclical and low prices generate low profits that don’t carry retailers through the tough times. Do you want to spend all your earnings on restocking wholesale fashion jewelry and covering overhead? Of course not, you want to grow your business and make a profit and pricing is important.

Retail uses a term called keystone-a nice word for doubling the wholesale price. Make keystone the minimum for mark-up in fashion jewelry and look for the items that give you room for far longer mark-ups. The upside has no rules. Let your intuition guide you because prices can always come down, but it is difficult to go up.

-Next comes selection and this is a factor that major retailers like fine department stores are always struggling to get right. Stroll through one and you will see they have reduced staff on the floor so selection often has to sell itself. The fine department stores need “no miss” choices and have resources, forecasts, statistics, and trained buyers to make these decisions. Small retailers don’t need to be discouraged because this isn’t rocket science and you are closer to the clientele in your location than any major retailer.

Making the perfect selection rests on the age and demographics of your main customer base. Add this to the fashion trends of the season and you are close to perfect. How do you keep up with all those rapid changing fashion trends? Well rapid change is a myth. Trends change very slowly-often over a decade. Yes, colors and subtle adjustments occur every season, but today we are in the midst of classic trends that started in the early 21st century and have a promising future. More on this when we cover knowledge.

-Now for presentation-making the fashion jewelry look special. Ever notice how necklaces clumped together on a tee bar on top of a showcase seem to scream “I’m on sale” while the stuff in the showcase whispers “I’m special”. That’s presentation and how it has changed even for fine department stores.

Teri Agins in The End of Fashion details how department stores that were once “the first visual contact with fashion” and “introduced merchandise concepts to customers” changed in the late 20th century to a collection of brands. Agins quotes one upscale shopper who “was appalled when she discovered $19.99 Nine West shoes displayed right next to $350 Chanels” in her favorite department store that was compromising its image of elite fashion. Make an item look special and it takes on the perception of higher value.

-Next comes knowledge that is worth more than price. Don’t believe it? Think of items you bought because the sales person impressed you with a deep understanding of the product. That was worth more than price. I personally experienced this lesson when I did a trade show with a colleague. I told my customers the fashion jewelry was a real value at the price. His sales person painted a word picture of the wholesale fashion jewelry with the season’s apparel and wrote more orders without the customers even knowing the price.

Knowledge is knowing the trends and knowing the item. Consumers trust a well-informed source and when you know what is today’s style and why it looks right on the customer, you remove the burden of choice from the buyer.

Knowledge today goes deeper because classic trends in fashion jewelry bring gemstone components, shell, Murano style glass, Millefiore, and more to jewelry designs. A story is worth volumes in explaining glass jewelry and knowledge of gemstones that removes the doubt about whether it is real. Don’t be overwhelmed about understanding the trends and knowledge of today’s components because everything is detailed in a report, Wholesale Fashion Jewelry-The Magic of Trends (find a link to the report at the foot of this article).

-Finally there are benefits. Think of benefits as vision-what the customer envisions. Anyone that buys fashion jewelry wants to make a positive statement. They want a look that is flattering and appropriate. So like the car commercial running on the radio, features describe the details like length, color, texture, and shape while benefits say “matches apparel while complementing your complexion”, “draws attention to your slender neck”, or “creates a youthful look that is so you”. The old adage of sell the sizzle, not the steak, gets to the point. Pick the right item for the customer, be sincere, and sell the sizzle.

Will all this work in a slowing economy? Absolutely! In worrisome times women appreciate an escape valve of some small new purchase. What fulfills this better than fashion jewelry? Apply the five shortcuts and lift your customers’ spirits with a feel-good experience.

The History of Fashion Jewelry

Jewelry has made significant impressions on society dating back to ancient times. In ancient civilizations, gold was considered a preferred luxury metal because did not tarnish and was shapeable. Jewelry personified natural forms such as shells, plant life, and animals. Significant advances in style became increasingly evident with the setting of pearls and gemstones in shiny metals. Jewelry was worn in the form of necklaces, bracelets, pendants, earrings, and wreathes.

During Medieval Times, jewelry was widely adorned and worn by various levels of society. Brooches, pendants and pins with religious motifs were very popular during this period. Jewelry became so popular, sumptuary laws were created to limit lower levels of society from wearing gold and silver jewelry.

15th – 17th Centuries

Fake pearls and enamels became increasingly acceptable and were mass produced. These items were typically worn during the daytime as substitute for finer jewelry. Fine jewelry was kept for evening wear. Diamonds increased in popularity as well. The invention of the prong setting enhanced the brilliance of the diamond; therefore, expanding its allure with the upper-classes.

Victorian Era

The Victorian Era was an important advancement for Jewelry as an art form. Artistic expression became more apparent in fashion and jewelry. The early Victorian years were referred to as the Romantic period. The Romantic period emphasized dreams and emotions as inspiration for artistic expression. Morning brooches were a staple of this period. The hair of a loved one was intertwined within a pin, pendant, or brooch to make a sentimental piece of jewelry.

Mass production of jewelry lowered its luster with Victorians as importation of jewelry began from North America to Europe; thus, the beginning of the Arts and Crafts movement.

Arts and Crafts guilds were smaller jeweler associations, but provided higher quality jewelry and intricate artwork in design.

Early 20th Century

The Art Nouveau Movement was derived from the Arts and Crafts movement. It started in Paris and spread to North America. Asymmetrical and flowing lines inspired natural designs. Among these natural designs, floral and female forms were very popular. This period has a continuous influence on Jewelry design.

1930 to 1940

The reinstatement of mass produced jewelry followed the Art Nouveau Movement. This type of jewelry was meant to be worn selectively as an accessory to specific outfits. Two designers, Coco Chanel and Elsa Schiaparelli masterminded accessorizing fine and costume jewelry with day to day fashion. Vermeil jewelry was popular, but in short supply from war efforts. Rhinestones popularity increased.

1950’s

Hollywood’s flamboyance and glamour influence spread across continents. Engrained with it was costume jewelry on the silver screen. The styles and look of the stars quickly spread and was widely accepted across the world. The emergence of the middle class in America increased the demand for costume jewelry. This encouraged technical advances in mass production methods.

Today’s era has brought a creative culmination of styles to fashion jewelry, both timeless and trendy. Many celebrities have caught the wave by designing their own lines. Tori Spelling and Suzanne Somers are among a few. The fashion Jewelry industry is now a multi-billion dollar industry.

Jewelry is much more eclectic in today’s era. Pieces are made by many different stones, textures, colors, various lengths, or metals. Jewelry is sold in large department stores, restaurants, gift shops, jewelry parties, and boutiques.

Fashion jewelry adds a splash of pizazz to attire no matter the occasion. Most importantly, fashion jewelry is fun! It is fun to shop for jewelry, sell jewelry, collect jewelry, and of course, show it off.

SoulFetish Jewelry – A Review of the Brand and a Look at the Life of Its Founder Thierry Martino

What is SoulFetish Jewelry?

Established in late 1999 by famous French designer Thierry Martino, SoulFetish is a designer brand label specialized in producing lifestyle and fashion accessories, décor, clothing & of course, closest to your heart, biker jewelry, also known as gothic silver jewelry or rock n roll jewelry.

Unlike many other specialty gothic silver jewelry designers, SoulFetish’s line of jewelry doesn’t concentrate exclusively on biker & gothic ideas and themes. SoulFetish has pursued several different styles over the years, including but not limited to jewelry lines inspired by: Medieval European societies, Harley-Davidson®, Californian choppers, the science of Alchemy, Fantasy comics, African music, martial arts, Surf culture, Tattoos & Gothic architecture. Notwithstanding, the unpredictable & extensive mix of Thierry Martino’s multi-faceted interests and pursuits does not detract from the fact that Thierry Martino, in his time at SoulFetish, has forged and created some of the most intricate sterling silver gothic jewelry around. Besides his own SoulFetish label of gothic silver jewelry, Thierry Martino also designs jewelry for Harley-Davidson.

Thierry Martino’s Inspiration

We might have understated Martino’s involvement with Harley Davidson. To be precise, every single piece of Harley Davidson gothic silver jewelry in existence was conceived of and created by Thierry Martino. Experiences with his first 1200 Sportster® in the late 1980’s imbued Martino with a deep intuition in relation to biker culture. Beginning with conceptualizing his biker designs on blocks of wax, Martino gradually mastered the art of sterling silver craftsmanship, which Martino firmly believed could more impressively enshrine the timelessness of gothic designs than other materials. In addition, the lustre of gothic silver jewelry accentuates the highly polished chrome appearance of heavy motorbikes. As a result of his love affair with biker culture, SoulFetish jewelry always reflects the timeless spirit of biker culture. In the master’s very own words,

“Silver jewelry and Harleys are inseparable. There is no biker in the world without a silver ring”. We at bloodysilver.com humbly agree with Thierry Martino’s wisdom.

“I’ve always created my own silver jewels because I wanted them to have the same spirit and quality as my Harley®”

Thierry Martino’s History

Thierry Martino’s love for jewelry craftsmanship began with his time in France, having first spent 5 years (from 1990 to 1995) with renowned jewelry label Reminiscence. After leaving Reminiscence, Thierry Martino began to develop his own concepts, & launched two jewelry boutiques of his own. Yet, he. To enrich his artistic scope and gain new inspiration for his jewelry, he travelled all over Europe to absorb all he was able to of the cultural environment. In 1994, Thierry Martino formalized his learning at France’s “Ecole nationale de bijouterie” in Saumur, where he officially won recognition for his skills as a sterling silver master craftsman.

Armed with the determination to forge a strong business, a firm dedication to a life of craftsmanship and a passion to see the world, Martino walked right out of his comfort zone and headed to the shores of Asia, where he met his soulmate, Angkhanang, who inspires Martino’s designs and helps in the development of SoulFetish gothic silver jewelry. With valuable experience in costume design for an established television production house and blessed with the gift of imagination & creativity, Angkhanang has lent some of SoulFetish’s sterling silver biker jewelry a feminine edge to attract female biker fans. Together, Thierry Martino and Angkhanang form a dynamic duo who shares the same love for music, art and fashion.

Unlike American labels, SoulFetish’s gothic silver jewelry designs have a distinctive French flavour, making them must-buys for the true gothic fan’s collection.

Be it skull bracelets, skull pendants, skull rings, skull dog tags or skull earrings you seek, Bloodysilver has just the right gothic jewelry for your needs and for the look you desire to create. Treasure and remember your primal instincts with a huge range of skull jewelry today at Chrome Hearts.