CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for CharityIn the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.
Events & AwardsSep 27, 2018
4 Vicenzaoro Trend Takeaways
A panel of industry experts at the jewelry trade show weighed in on what role trends should play in a retailer’s buy.
Jewelry industry experts led an insightful discussion on trends at the Vicenzaoro September show. From left to right: Lauren Kulchinsky Levison, vice president of retailer Mayfair Rocks; Jamie Freed, Farfetch’s global vice president, private clients; Paola De Luca, creative director and founder of Trendvision; Marco Carniello, Italian Exhibition Group’s jewelry and fashion division director; Alessia Crivelli, marketing manager at Crivelli Gioielli; and designer Alessio Boschi of AB Jewels.
Vicenza, Italy—At the September edition of Vicenzaoro, a panel of experts weighed in on what role trends should play in a retailer’s buy, and the answer was surprising.
Moderator Lauren Kulchinsky Levison, vice president of East Hampton, New York store Mayfair Rocks, led the discussion with Marco Carniello, Italian Exhibition Group’s jewelry and fashion division director; Paola De Luca, creative director and founder of forecasting company Trendvision; Jamie Freed, Farfetch’s global vice president, private clients; designer Alessio Boschi of AB Jewels; and Alessia Crivelli, marketing manager at Crivelli Gioielli, participating.
Here are four interesting points gleaned from the panel, which veered far and wide from the trend subject matter.
1. Omnichannel Has No Limits.
Freed, who joined the panel right after news broke of Farfetch’s initial public offering, in which the company was valued at $885 million, said that online shopping isn’t limited to low price points for fine jewelry.
Farfetch presents consumers with a uniform shopping platform that aggregates items from boutiques around the world, and the high-touch shopping experience has garnered consumer trust.
There are different levels of jewelry buys, with some consumers shopping in the $500 to $2,000 range and others in the up to $20,000 category. But, to Freed’s surprise, over the years another customer has emerged—one who is willing to spend upwards of $20,000 on fine jewelry online. The highest fine jewelry purchase at Farfetch to date is about $100,000, she shared.
Retailers should continue to invest their resources in omnichannel, to make the shopping experience the best it can be on every platform because customers are willing to evolve and meet them there.
2. Know Your Customer.
De Luca, who shares specific trend insights during her popular presentation each edition of Vicenzaoro, said that ultimately, knowing your customer is more important than following trends.
Don’t buy based on what’s hot now; buy based on what has historically proven to be a good investment in your store, the panel concluded.
For a store like Mayfair Rocks, that might be a one-of-a-kind elaborate pair of earrings by Lydia Courteille. For most stores in America, that will likely mean solitaire diamond stud earrings. Regardless, it’s important to buy based on the clients you’re already serving.
3. Everything Should Be Unique.
Rather than chasing trends, stores and brands should embrace their heritage and what makes them special, the panel said.
For designer Boschi, that means sticking to the innovation that drives him as
a designer. His work incorporates literal interpretations of Italian history—think a ring that’s a mini-sculpture of the Roman Colosseum—with elements of surprise, like movement and multifunctionality.
There’s nothing trendy about Boschi’s work, but judging by his buzzing booth in The Design Room section of the show, it resonates with a specific section of the market.
4. Find Your Own Way to Tell Stories.
Italian Exhibition Group’s Carniello said that more than just connecting retailers with brands, Vicenzaoro is designed to provide inspiration for stores to figure out how to provide a unique experience.
Consumers can find any information they want online, he elaborated, so they no longer have to consult a store for jewelry expertise. If they enjoy shopping somewhere, however, that will keep them coming back.
Stores should create their own trends and tell their own story so that they have value as a brand unto themselves.
“Every corner (of your store) should be an inspiration,” Carniello concluded.
There’s nothing trendy about Boschi’s work, but judging by his buzzing booth in The Design Room section of the show, it resonates with a specific section of the market.
4. Find Your Own Way to Tell Stories.
Italian Exhibition Group’s Carniello said that more than just connecting retailers with brands, Vicenzaoro is designed to provide inspiration for stores to figure out how to provide a unique experience.
Consumers can find any information they want online, he elaborated, so they no longer have to consult a store for jewelry expertise. If they enjoy shopping somewhere, however, that will keep them coming back.
Stores should create their own trends and tell their own story so that they have value as a brand unto themselves.
“Every corner (of your store) should be an inspiration,” Carniello concluded.
More on Events & Awards
The Latest
IndependentsDec 19, 2024
Michigan’s DeVries Jewelers Unveils New Location in Time for the HolidaysCo-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into JewelryAlong with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat EscapeThe man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.
Weekly QuizDec 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at SourceThe average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.
Brought to you by
Advocacy and Excellence: How Jewelers of America Is Committed to Elevating Our Industry For over a century, Jewelers of America has been the voice of the industry and valuable resource to jewelers across the country.
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’sThe nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co. More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video CampaignThe videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to RetireFeldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’sThe nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo DriveGearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes The diamond cut grade is now available for marquise- and pear-shaped diamonds.
SourcingDec 16, 2024
Diamonds Do Good Announces 2025 Award RecipientsDDG said the honorees’ business practices embody a commitment to positive social impact, industry innovation, and community empowerment.
TrendsDec 13, 2024
Selena Gomez Said ‘Forever Begins Now’ to Marquise Diamond Engagement RingEstimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.
TrendsDec 13, 2024
Piece of the Week: Martin Katz’s Tanzanite Drops These half-moon tanzanite earrings totaling 25 carats are part of a special trunk show taking place this weekend in Dallas.
Recorded WebinarsDec 13, 2024
Watch: The Highs and Lows of 2024The National Jeweler editors recap the top news, the best jewels, and their favorite stories of the year.
AuctionsDec 12, 2024
Tom Brady’s Watches Top $4M at Sotheby’s AuctionThe highest-grossing lot of the sale was the retired QB’s Rolex Paul Newman Daytona “John Player Special.”
SourcingDec 12, 2024
Grizzly Emerald Auction Garners $22.4MRecent expansion initiatives at the Zambian emerald mine have shown strong production numbers, said Grizzly founder Abdoulaye Ndiaye.
MajorsDec 12, 2024
Mark Henry Appoints New Director of SalesCarrie Forman joins the brand to guide it into the next phase of growth with major and independent retailers in the U.S. and abroad.
SourcingDec 12, 2024
De Beers Announces 2024 ‘Shining Light’ Award WinnersThe competition awarded 12 designers, each from a country where De Beers recovers diamonds, with business support and tuition assistance.
CollectionsDec 12, 2024
The Jared Atelier x Vera Wang Collection Emphasizes EleganceThe high jewelry collection features 14 one-of-a-kind pieces, with serpent and ribbon motifs winding their way through the collection.
