These shots shared from Sethi Couture’s Instagram illustrate the fun concept behind their “BYOB”--bring your own band--party.
New York--Trunk shows are an essential method for designers to connect with their customers in person, and some designers are coming up with ways to make these events a bigger draw for customers.
San Francisco-based Sethi Couture, helmed by design duo Prerna and Pratima Sethi, produce a great number of rings that are created to be worn alone or, better yet, stacked over time with more of their designs.
Over the past year, the Sethis have been emphasizing their stacking rings through what they call “BYOB” parties--“bring your own bands”--at retailers across the country, in which customers are encouraged to wear their favorite stacking rings into the store to be styled, mixed and matched with Sethi Couture numerations, creating a personalized stack.
“Stacking bands have been a meaningful part of our brand since the beginning,” explained Prerna Sethi. “Trends come and go and style evolves, and we wanted to celebrate this idea. By throwing these parties, we have created a purpose.
“Women come in for an afternoon of mixing and matching bands, beautiful reminders of their favorite moments from then and now. Many times, their pieces felt tired or worn and adding a Sethi quintessential diamond band created a renewed relevance. It’s an engaging way for women to enjoy their jewelry and embrace who they are today and how their style has evolved. The Sethi stacks are enriched with the intimacy of this personalization with something for everyone.”
“By throwing these parties, we have created a purpose.” – Prerna Sethi, Sethi Couture
Sethi Couture has several BYOB parties coming up, at Steve Quick Jewelers in Chicago, Jewelry Art in Hudson, Ohio, Zaver & Mor in Berkeley, California, Two by London in Manhasset, New York, and at New England retailer Von Bargen’s, which also held a ring stacking event with designer Sarah Graham earlier this year.
Designer Freida Rothman is also an advocate of turning the traditional trunk show on its head, and enticing customers with an event that they may not have experienced before, inviting them to create their own Freida Rothman stack.
“Parties are more fun,” said Rothman. “I created ‘stack parties’ to replace the tired syndrome of trunk shows. A Freida Rothman Stack Party is a chance for the customer to come ‘play,’ and to discover new ways of wearing jewelry and how to build a stack that suits their style.
to how high to stack. Women love to get together and all barriers come down--it’s a new show-and-tell in-store phenomenon. Everyone’s watching and sales are soaring."
Rothman even uses a hashtag for these events: #stackparty.
She began hosting stack parties last February at her New York City flagship and at retailers across the country. She even hosted one during the Las Vegas trade shows for her retailers to get in on the fun.
Rothman likes to invite a blogger or stylist to help customers stack at the events. She said she has upcoming stack parties planned at Mednikow, Nordstrom, Shelton Jewelers in Albuqueque, New Mexico, Mazzarese Jewelery in Leawood, Kansas, Hall’s Jewelers in Dayton, Ohio and more.
Designer Freida Rothman pictured at one of her stacking party events.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.
