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Price is right for pearls this holiday

By Teresa Novellino
November 03, 2009
Slane and Slane's six-strand multi-chain and pearl layered bracelet with small beaded toggle; suggested retail price is $495. SlaneAndSlane.com
Each year, holiday sales data reveals a little-noticed statistic that is noteworthy for 4Q-ready jewelers: Shoppers often buy themselves a thing or two while playing Santa.

Given that women are the top pearl jewelry buyers for 73 percent of National Jeweler's product panelists, and since fashion magazines have gone a bit gaga over pearls lately, is a pearl-focused ladies night, or an overall push in order?

"Every person that enters the store is shown my pearl selection," one product panelist wrote. "I believe that the more I show them, the more I will sell them, and so far it's working."

Price-point perfection

Among the many panelists planning to play up lower price-point pearl jewelry this year was one who will only buy pieces under $500--also the sweet spot in terms of sales for 62 percent of panelists--and another who advises keeping a bowl of pearl bracelets at the point of sale.

A few were aiming higher, citing Tahitians, golden South Sea pearls and estate pieces as additions for this year. Another biggie: custom pieces and redesigns of customers' old pearl jewelry (a top marketing strategy for 14 percent of panelists).

Inventory maneuvering

As for pearl inventory, responses were split between jewelers buying more and those keeping levels flat.

One jeweler cited plans to "focus on freshwater pearls, especially freshwater baroque jewelry and silver jewelry with pearls," while another was awash in unsold pearls.

"I have enough loose pearls and strands from previous overbuying in Tucson to design into fresh looks for this season and probably the year beyond," the jeweler wrote. "Sorry, wholesalers."

Merchandising mix

Many panelists mentioned the importance of wearing pearls themselves and merchandising wisely.

"I purchased a little more than last year only because I have a nice showcase of pearls on display," one jeweler on the product panel wrote.

Another combined pearl marketing with an in-store event.

"We have bought more freshwater color and [taught] an 'Ancient Oriental Art of Silk Knotting' class in October to promote pearls," the panelist wrote.

To see the complete results of National Jeweler's Product Panel survey on pearl jewelry, download Pearls Night Out.
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