Events & AwardsOct 17, 2025
An Edit of Italian Jewels Is Coming to NYCThe new showcase dedicated to Italian jewelry design is set for Oct. 29-30.
IndependentsDec 12, 2019
Designer’s Diary: A Unique, Artistic Approach to Holiday Sales
Vittoria d’Aste-Surcouf tried selling her designs online only using just renderings. Did it work?
A custom fine jewelry designer, Vittoria d’Aste-Surcouf, has a diverse background in art history, events and public relations, jewelry fabrication, sales and fine jewelry rendering. She can be reached at info@vasbijoux.com.
As the pressure of holiday sales started to descend upon the jewelry world, I began, like every other designer, to plot my holiday plan of attack.
To date, my designs have been purely bespoke and my strength has been working one-on-one with clients, hand-rendering designs for either engagement rings or updated heirloom pieces. This means I start from scratch and hand-render every project that crosses my desk.
I toyed with the idea of creating a line of jewelry but, up until this point, had not really needed to.
My thought process shifted as I began strategizing on holiday sales and marketing.
As I did this I wrestled with three nagging questions: Should I design a collection? If I do, how do I promote it? And, most importantly, do I give into the pressure of inventory?
I began to strategize about what exactly I could offer my customers. I analyzed my marketing goals, reviewed my “dream” customer profiles, scrutinized the brevity of my mailing list and analyzed my approach to selling jewelry.
I concluded it was best not to solely rely on bespoke design for making sales during the holiday season but to invest in designing four small collections that would give my customers (primarily men) quick, direct and easy gift choices.
Each collection would be unique, easy to fabricate and casual enough for everyday wear, with just a hint of diamond.
I also kept a bit of the bespoke by allowing room for each piece to be customized based on the gold color or letter engraving.
Once the renderings were finished, I anguished over the idea of stocking actual, physical inventory.
Do I bite the bullet, fork over a large amount of money and mass produce several pieces in anticipation of a flood of sales?
After many rounds of debate with my marketing consultant, fellow National Jeweler columnist Jacqueline Stone of Bubblegum and Duct Tape, and further analysis of my business model and customer base, I decided against this.
We settled on selling the collections through an online holiday gift guide; I would promote this virtually through personal emails/calls, email campaigns and social media.
Jacqueline and I scrutinized my market, strategized and came up with a marketing game plan.
Not giving into the pressure of inventory meant that I would still have to fabricate the orders as they came in, which means they would technically not be ready-to-wear but still “custom.”
The only negative I could see was that I would still need a couple of weeks lead time for fabrication, as well as a cutoff date to ensure delivery before Dec. 25.
Another question that came up was whether or not customers would be patient enough to wait a few weeks to have their pieces fabricated.
After researching other jewelry companies, I discovered it has become common practice for designers to ask customers to wait a few weeks while their pieces are being produced.
What about missing out on those last-minute holiday sales? The more I thought about it, the more I realized I didn’t have the type of clientele who buys last minute so, for this holiday season at least, my approach might work.
I took this even further by not showcasing finished pieces of the collection in the gift guide. Instead, I settled on an artistic approach and featured my renderings.
This was the part that made me the most nervous. I was not sure if this very unique approach was too abstract for customers to wrap their heads around. Would I be able to sell from renderings alone?
After a bit more thought, I realized: I sell from my drawings all the time. This is how I approach my bespoke design business. I don’t use CAD images as a sales tool but rely on my realistic, multi-view renderings instead.
I did not see why this should be any different with my holiday gift guide since this is what my customers expect from me.
I worked with my graphic designer to superimpose the renderings on actual black-and-white photographs of models.
The pieces were sketched in yellow gold, and the warmth of gold was a beautiful contrast that popped against the stark background. The result was stunning and incredibly professional-looking.
The renderings flowed perfectly on the necks and ears of the models and the gift guide turned out even better than I could have imagined.
It was a huge success, and my customers did not seem to have an issue with the fact that I was not displaying actual images of jewelry. Sales flowed in and I was really pleased with the fact that this novel approach had worked.
It is a great feeling to know that creating something unique and unconventional was successful.
While I do not think this strategy will work for all designers, I wanted to share my story to encourage all of you to really think outside the box with your marketing.
The success of my renderings-in-an-online-gift-guide experiment also proves that having a deep understanding of your client base can work wonders.
During this time of extreme competitiveness in the jewelry industry, it is necessary to take big chances with marketing, own the decisions you make, go out on a limb and trust your belief that whatever you are planning will work.
A custom fine jewelry designer, Vittoria d'Aste-Surcouf, has a diverse background in art history, events and public relations, jewelry fabrication, sales and fine jewelry rendering. She currently serves as CEO of her own jewelry company, VAS Bijoux. She also designs part-time for Gleim the Jeweler. She can be reached at info@vasbijoux.com.
Another question that came up was whether or not customers would be patient enough to wait a few weeks to have their pieces fabricated.
After researching other jewelry companies, I discovered it has become common practice for designers to ask customers to wait a few weeks while their pieces are being produced.
What about missing out on those last-minute holiday sales? The more I thought about it, the more I realized I didn’t have the type of clientele who buys last minute so, for this holiday season at least, my approach might work.
I took this even further by not showcasing finished pieces of the collection in the gift guide. Instead, I settled on an artistic approach and featured my renderings.
This was the part that made me the most nervous. I was not sure if this very unique approach was too abstract for customers to wrap their heads around. Would I be able to sell from renderings alone?
After a bit more thought, I realized: I sell from my drawings all the time. This is how I approach my bespoke design business. I don’t use CAD images as a sales tool but rely on my realistic, multi-view renderings instead.
I did not see why this should be any different with my holiday gift guide since this is what my customers expect from me.
I worked with my graphic designer to superimpose the renderings on actual black-and-white photographs of models.
The pieces were sketched in yellow gold, and the warmth of gold was a beautiful contrast that popped against the stark background. The result was stunning and incredibly professional-looking.
The renderings flowed perfectly on the necks and ears of the models and the gift guide turned out even better than I could have imagined.
It was a huge success, and my customers did not seem to have an issue with the fact that I was not displaying actual images of jewelry. Sales flowed in and I was really pleased with the fact that this novel approach had worked.
It is a great feeling to know that creating something unique and unconventional was successful.
While I do not think this strategy will work for all designers, I wanted to share my story to encourage all of you to really think outside the box with your marketing.
The success of my renderings-in-an-online-gift-guide experiment also proves that having a deep understanding of your client base can work wonders.
During this time of extreme competitiveness in the jewelry industry, it is necessary to take big chances with marketing, own the decisions you make, go out on a limb and trust your belief that whatever you are planning will work.
A custom fine jewelry designer, Vittoria d'Aste-Surcouf, has a diverse background in art history, events and public relations, jewelry fabrication, sales and fine jewelry rendering. She currently serves as CEO of her own jewelry company, VAS Bijoux. She also designs part-time for Gleim the Jeweler. She can be reached at info@vasbijoux.com.
More on Independents
The Latest
TrendsOct 17, 2025
Piece of the Week: Judi Powers Jewelry’s ‘Stella’ EarringsTake a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.
AuctionsOct 16, 2025
Sotheby’s Introduces Custom Jewelry ServiceThe new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsOct 16, 2025
Oscar Heyman’s Holiday Catalog Is Out, and It’s SpectacularThe holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.
Weekly QuizOct 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsOct 16, 2025
Foundrae Adds To ‘United in Love’ CollectionThe brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.
IndependentsOct 15, 2025
Retailer Hall of Fame 2025: Kathy CoreyCorey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
CrimeOct 15, 2025
Men Receive Lengthy Prison Sentences for 2023 Murder of Colorado JewelerCharles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.
Events & AwardsOct 15, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MADThe Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.
Events & AwardsOct 15, 2025
JCK, Luxury to Debut New Watch Section in Vegas Next YearTimepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.
AuctionsOct 15, 2025
Christie's Announces New Jewelry Department LeadershipThe auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.
IndependentsOct 14, 2025
Retailer Hall of Fame 2025: Tom DixonAs chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.
Events & AwardsOct 14, 2025
Here Are the Winners of the BIJC, JA ‘Emerging Jewelers’ Grant Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.
IndependentsOct 14, 2025
Day’s Jewelers Crafts Custom Jewelry for No.1 NBA Draft Pick Cooper FlaggThe parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.
SourcingOct 14, 2025
Pragnell Debuts Kitulo Garnet Jewelry The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent CalendarsThe trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.
MajorsOct 10, 2025
Frederick Goldman Names New VP of SalesJewelry industry veteran Alisa Bunger has taken on the role.
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.
CollectionsOct 09, 2025
Katkim Launches First Men’s CollectionThe line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11MThe rough on offer was recovered from a newer area at the Montepuez mine.
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ CollectionThe champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New CharmsKosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.
