Jewelry for 'mini-moms' a profitable little niche

July 10, 2008

Baby Emi Jewelry's "Jingle Bells Anklet," handcrafted in .925 sterling silver; suggested retail price is $40. (877) 7-BABYEMI or www.babyemijewelry.com

By Vanessa Geneva Ahern

New York—Bejeweled babies are everywhere these days—including the covers of much-read tabloids—and many designers and manufacturers have seen a steady increase in sales of baubles for babies.

Jack Gindi, director and head designer of FuFoo's baby division, says that since the company's 2000 launch, he has seen a renewed awareness among retailers that the baby gift is part of being a fine-jewelry retailer.

The vast majority of the demographic that is shopping for baby jewelry, he says, are seeking gifts for special occasions, such as christenings, first birthdays and first ear piercings for baby girls.

"Customers are definitely looking for the product, and if the jeweler doesn't have it, then they are pushing the diamond- and gold-buying customers to go elsewhere," says Alan Kaufman, president and chief executive officer of Tru-Kay Manufacturing.

Offering U.S.-manufactured children's jewelry is becoming increasingly important, especially amid recent concerns over high lead content in children's costume jewelry. Customers have told Kaufman that they are willing to spend more money on fine jewelry because of this issue, he says.

Rebecca Finell, principal designer and co-founder of Boon, a company that designs innovative gear for babies, launched a collection of whimsical silver cuff bracelets in August 2007. She sees the emerging "mini-mom" merchandising phenomenon expanding into jewelry. Moms who accessorize with jewelry want to make their daughters as cute as they are, Finell says.

One entrepreneurial mom who can relate is Debbie Savage, who created Baby Emi Jewelry in 2005 with the intention of offering jewelry that was posh and luxurious enough for fashion-conscious moms to want to wear it themselves. Inspired by her Cambodian heritage and its tradition of giving silver anklets at baby blessings, she created her signature "Cambodian Jingle Bell" anklets. Savage says the anklets promote baby activity and parents love hearing the dainty jingle accompanying their toddlers' comings and goings.

Baby Emi Jewelry, an online retailer, is preparing to make its national retail debut this year, aiming for maternity stores, baby boutiques and jewelry stores. In the meantime, it is making a splash—and a profit—through channels such as celebrity gifting company Jewels and Pinstripes.

Rembrandt Charms' "Baby Steps" bracelet in 14-karat gold; suggested retail price is $1,200. (800) 828-7840 or www.rembrandtcharms.com

In fact, Baby Emi received a plug on The View during a live televised baby shower for co-host Elisabeth Hasselbeck.

Sales spiked after its inclusion in a "celebrity bump" gift bag given to the show's studio audience, which was filled with pregnant women.

Since 1897, Kiddie Kraft by Marathon has been selling a classic heirloom line of bracelets, earrings and religious-themed jewelry for children, with the latter being the strongest sellers.

Marathon President Roger Forman reports that gold-filled lockets have been selling well as keepsake items, a trend that has perhaps been fueled by the rising price of precious metals. The fact that fine jewelry can be passed down from generation to generation is a draw.

Bentelli President Maurice Wasyng says the most important thing retailers can do is make "display, display, display" their mantra, since baby jewelry is an emotional purchase, and an attractive display can entice and inform.

"Baby jewelry makes for an exciting category as an addition to the basics, and it can be a unique selling point, particularly in silver and diamonds, combining precious metal with precious gems at affordable price points, with no compromise on quality," Wasyng says.

More parents and godparents are purchasing "starter charm bracelets" for newborns, says Karen Filbert, senior account manager at Rembrandt Charms.

"The first charm would be a birth certificate, an initial or an angel," Filbert says. "I'm sure these little people aren't wearing them yet, but it's very meaningful, and it's something the gift-giver can keep giving," she says.

—E-mail: vanessa@woodstockwriter.com

Editor's note: This story first appeared in the June 2008 print edition of National Jeweler.