Retailer Roundtable: How was your season and what were your hot sellers?

Mid-America Jewelry News

February 2017

“We had an extraordinary Christmas - our second best in the company’s 48-year history. We kicked off the holiday season with some challenges as PANDORA ended our eight-year relationship in September. It took some creative selling to get these customers to remain loyal with us. We explained that PANDORA had closed 700 independent stores and then proceeded to show them alternatives such as Alex & Ani and Swarovski. While the number of shoppers was down this holiday season, our average sale more than doubled. Engagement rings and loose diamonds were in high demand. Marketing wise, we introduced an e-commerce experience on our website that showcases most of the products available in our brick and mortar store and sent out a beautiful traditional Christmas catalog and gift card offer. Print still works. It certainly helped generate interest and sales. Once again, TACORI was our strongest performer. Hearts On Fire also saw a record increase this year and Alex & Ani continues to drive massive foot traffic through our doors. This Christmas was our first season selling Shinola. We discovered a great connection between our Midwest customers and the Shinola watch brand story. Finally, we were honored to be selected as one of six retailers in the US to test market DIAMA, a created diamond collection by Swarovski. As a former Instructor of Gemology (GIA), I’ve been following the evolution of lab-created diamonds for 25 years. It’s finally here to share with consumers. What an exciting opportunity!”

Craig Husar, Chief Romance Officer
Lyle Husar Designs
Brookfield, WI