BRIDAL

THE INDUSTRY AUTHORITY

SEPTEMBER / OCTOBER 2018

JCKONLINE.COM

AISLE FILE

EXPERTS SHARE SECRETS TO YEARS OF HAPPY MARRIAGER E L AT E D S A L E S

WITH THESE HANDS 20 STUNNING RINGS, FROM OLD-WORLD ROSE CUTS TO SPIKY MODERN SHIELDS

MODERN BRIDAL

BRIDAL Cover Look

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18k white gold Modernist necklace with 1.2 cts. t.w. diamonds and 0.9 ct. t.w. sapphires; $7,235; Ralph Masri; 961-15-66538; ralphmasri.com

18k white gold ring with 7.01 cts. t.w. diamonds; $30,000; Picchiotti; 855-570-9900; picchiotti.it

MODERN BRIDAL

18k fair trade white gold Arc en Ciel collar with 0.52 ct. t.w. created diamonds and 9.25 cts. t.w. topaz; $7,600; Atelier Swarovski Fine Jewelry by Paige Novick; 212601-2568; atelier swarovski.com

We’ve gathered 20 rings, from ­old-world rose cuts to spiky modern shields, in “Digital Assets” (page 100); then, experts share secrets to years of happy marriagerelated sales in “Before You Go on Your Marry Way…” (page 106).

18k white gold Small Bliss eternity band with 2.45 cts. t.w. diamonds; $9,600; Suzanne Kalan; 818-885-6400; suzannekalan.com

COVER PHOTOGRAPHY BY JOEL STANS Prop Stylist: ASTRID CHASTKA/HELLO ARTISTS Jewelry Editor: RIMA SUQI SEPTEMBER / OCTOBER 2018

MORE: Joy Skinny necklace in white gold with 5.5 cts. t.w. diamonds; $32,500; Messika; contact@messika. com; messika.com

“We continue to partner with Sylvie Collection based on their exceptional quality and assortment “Sylvie’s style is unmatched; sheofisrings. always up to Sylvie’sdate styleon is unmatched; she is always to date on what’s trending and inupstyle in the what’s trending and in style in the bridal industry. Our bridal industry. Our expectations are always expectations are always exceeded…” – Josephs Jewelers

exceeded…”

– Josephs Jewelers

“Not only is the jewelry itself beautiful and high-quality, but also the customer service we receive at Sylvie is refreshing to sell a toproduct that lives just“It’s wonderful.

It’s refreshing sell a product that up to its name and standard and lives up to its name and standard and continues to be lovedcontinues and admired Baribaultby Jewelers to by becustomers.” loved and –admired

customers.”

– Baribault Jewelers

“Sylvie’s rings are of the utmost quality; I strongly believe in this product and the repsare who worktosowork hard with and are so “Thesales rings easy when great atto what they do.

The rings are easy to it comes custom mountings, and work with when it comes to custom allmountings, changes can be made not only and all changes can be made easily but easily also in timely ” not only buta also in amanner. timely manner.”

– Leo Alfred Jewelers

– Leo Alfred Jewelers

by a woman, for a woman

800.992.3426

| sylviecollection.com

DIGITAL 1 ASSETS 4

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5

ANCIENT AESTHETIC

FLOWER POWER

Digital art by Alfredo Ceballos /

By Randi Molofsky

(From top) Diamond ring in 18k white gold, $14,850, Picchiotti, 855570-9900, picchiotti.it; Rose Orchard ring with lab-grown citrine, sapphires, amethysts, and diamonds in 18k rose gold vermeil, $1,380, Anabela Chan, 44-207287-5841, anabela chan.com; Lourmarin diamond ring in platinum, $26,500, Ashley Zhang, adeshieldszhang@gmail. com, ashleyzhangjewelry. com; diamond ring in 18k rose and white gold, $3,500, Yeprem, 96-1265-566, yepremjewellery. com; Hail Storm diamond band in 18k yellow and black gold, $3,450, Sorellina, 646-745-6831, sorellinanewyork.com

S T U N N I N G L Y D E T A I L E D E N G A G E M E N T, W E D D I N G , O R ( H E C K , W H Y N O T ? ) E V E R Y D A Y R I N G S

L E T Y O U R F I N G E R S D O T H E TA L K I N G A N D E X P R E S S Y O U R S E L F W I T H T H E S E I N S A N E LY S T Y L I S H ,

(Opposite, from top) Lavish rose-cut diamond ring in 18k yellow gold and platinum, $5,160, NikollĂŤ Radi, instagram. com/nikolleradi; cognac diamond solitaire in 22k yellow gold, $3,332, Rosanne Pugliese, 718-6246546, rosannepugliese. com; tapered Hex Shield diamond ring in 18k yellow gold, $5,470, Jo Hayes Ward, 44-790352-1427, johayesward. com; Old World Midnight Crivelli stacking band with diamonds and sapphires in blackened sterling silver and 14k yellow gold, $790, Armenta, 832-4869500, armentacollection. com; ring with fancy black diamond in palladium, $8,100, Todd Reed, 303442-6280, toddreed.com

(Clockwise from top) Rose-cut shield diamond ring in blackened 18k gold with diamonds, $13,650, Jemma Wynne, sales@jemmawynne. com, jemmawynne. com; geometric diamond Crown ring in 14k yellow gold, $3,000, Jennie Kwon, 213-221-7556, jenniekwondesigns.com; shield-cut diamond ring in 14k yellow gold, price on request, ZoĂŤ Chicco, 213-489-1226, zoechicco. com; Long White Shield diamond ring in 14k yellow gold, $8,135, Rebecca Overmann, 415-466-2992, rebeccaovermann.com; Geo Princess diamond ring in 18k yellow gold, $16,000, Brooke Gregson, 310-745-9659, brookegregson.com

SHIELD CUTS

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JEWELERS’

CHOICE AWARDS WINNER

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V I S I T U S AT J I S M I A M I | B O OT H # 9 5 9

S I G N U P A T : T H O R S T E N R I N G S . C O M

888-209-4757 | SUPPORT@THORSTENRINGS.COM

(Clockwise from top) Tiara ring with rock crystal and pink sapphires in 18k yellow gold, $3,885, ARK, 646-745-6831, arkfinejewelry.com; Nomad diamond and opal eye ring in 14k yellow gold, $1,525, Michelle Fantaci, 866-301-MUSE, michellefantaci.com; diamond solitaire and diamond bands in 14k gold (sold separately), $6,075 as shown, Anna Sheffield, info@anna sheffield.com, anna sheffield.com; Phoenix diamond ring in 14k gold, $2,585, Ila, 713-7802828, ilacollection.com; Demi Feu diamond ring in 18k rose gold, $7,160, Fiat Lux, 415-748-2471, fiatluxsf.com

CROWN JEWELS

The Bridal Collection

MASTOLONI

The Most Beautiful Pearls In The World â„¢ mastoloni.com 800.347.3275

BEFORE YOU GO ON YOUR MARRY WAY…

THE WEDDING JEWELRY BIZ IS ABOUT SO MUCH MORE THAN SELLING CASE UPON CASE OF DIAMOND SOLITAIRES

Roslyn collection customizable rings in 18k gold and platinum; $2,100– $2,600 (without center stones); Tiny Jewel Box

By Amy Elliott

E

N G AG E M E N T R I N G S A N D wedding bands are the bread and butter of the jewelry industry, but ­ are you satisfying the tastes of today’s consumer? Top experts in the bridal category say it’s time to mix things up. We’ve gathered advice from flourishing designers, in-the-know fashion editors, retailers who are doing everything right, and other wedding pros— all of whom have valuable insights into how couples think, shop, and make decisions. Given the competitive and fast-moving nature of the marketplace, it’s essential to perfect your multi­ tasking skills, customer outreach, and social media savvy. Ready, set, sell!

BEFORE YOU GO ON YOUR MARRY WAY…

MONICA ELIAS

JIM ROSENHEIM

CEO / EXECUTIVE PRODUCER ELIAS WORLD MEDIA

OWNER, TINY JEWEL BOX

NEW YORK CITY “Being current and present in all facets of business, design, ­marketing, and media dictates the success of a bridal jewelry brand. I also think it comes down to thoughtfulness when ­connecting and ­communicating with ­consumers. We often see brands ­measuring dollars spent against a­ ctual sales. In today’s market, it’s about awareness, and the more ­visibility you have, the more ­consumers will get to know your brand. The programs, content, and activations you invest in to reach them will say a lot about who you are and may influence how consumers shop.”

WASHINGTON, D.C. “There are only so many ways to set a stone in an engagement ring, but I ­believe we have found an answer to this younger generation of brides who desire individuality in their rings. I think that when they ask for vintage, what they really mean is unique. So about a year and a half ago, we created the Roslyn collection, a series that encompassed Edwardian- and Art Deco–­inspired details. Today, when our clients ask for vintage, they frequently opt for Roslyn rings because they allow the client to choose whatever metal, details, and center gem they desire to create a custom look.”

NATALIE FEANNY BERGER

BETH CHAPMAN OWNER / FASHION STYLIST THE WHITE DRESS BY THE SHORE CLINTON, CONN. “It’s critical to identify your target client. And providing her with an exceptional retail experience in your store is key. This actually starts before a bride even makes an appointment with us through her interaction with us via email, phone, or social media. In store, it’s important for the ­environment to delight all five senses. We pay attention not only to our ­decor, but also to how the store smells, the music that we play, and we serve our tea and coffee in vintage t­ eacups. Our goal is to create a ­memory when she shops with us.”

DIAMOND BUYER J.R. DUNN JEWELERS LIGHTHOUSE POINT, FLA. “We are expanding our bridal inventory to include more slender engagement rings, which are having a moment, as they pair with any type of wedding band or ring stack and seem to better express the modern bride’s desire for a polished look. I also feel that having sales associates who are prepared to compete with the online bridal marketplace is key. The conversation is going to happen, and we need to be consuming the same content as our customers.”

Baguette ring with 0.45 ct. t.w. diamonds in 18k yellow gold; $1,095; Trésor Collection; info@tresorcollection.com; tresorcollection.com

JULIE THOM OWNER, VON BARGEN’S JEWELRY HANOVER, VT. “Our biggest drivers of bridal ­business are word of mouth and ­digital marketing. We are also ­watching the interests of our clients to be sure we have an offering that speaks to their values and design preferences while maintaining our own priorities for the finest-­quality diamonds and ring styles.

For us, this has meant introducing more non-classic engagement ring styles, more fancy-shape diamonds, and vintage-cut estate diamonds.”

Geometric diamond ring with 4.54 cts. t.w. translucent green, cloudy white, and yellow-orange rose-cut diamonds in recycled 18k gold; $7,740; Melissa Joy Manning; sales@ melissajoymanning. com; melissajoy manning.com

RACHEL LEONARD EDITORIAL DIRECTOR THE BRIDAL COUNCIL NEW YORK CITY “In my 30 years in the bridal industry, the brands that have succeeded all have a specific point of view; you can ­recognize the work without looking at the label. Yet they are always evolving.

They’re able to adapt to the ­marketplace while staying true to their core vision. Also, the ­successful companies seem to have great working partnerships within. Things work well if the designer only has to think about design and the business partner is focused on sales.”

Elite collection Diana ring in 18k white gold with 0.56 ct. t.w. round brilliant diamonds; $4,450 (without center stone); John Atencio; 720-445-5292; johnatencio.com

Endless POSSIBILITIES ever&ever® is a comprehensive bridal program featuring prototype samples where you can personalize each ring to match your customer’s story and style. ever&ever® provides endless options for your customers without the investment of live inventory.

Learn more at Stuller.com/everandever.

Stuller.com/everandever

800 877 7777

BEFORE YOU GO ON YOUR MARRY WAY… AMY SHEY JACOBS FOUNDER / CREATIVE DIRECTOR CHANDELIER EVENTS NEW YORK CITY “Today’s couples are very savvy and have a lot of inspiration at their fingertips. They value experience, solid advice and options, and quick answers.

They expect their vendors to have a strong digital profile—­being active on Instagram has been a huge factor in attracting clients and w ­ inning their business. O ­ rganization, tech-savviness, and the ability to recognize and ­understand current trends are key. I also suggest following your ­competition; you need to see what your customers are seeing in order to speak their language. And did I mention quick answers? This cannot be overestimated.”

Coastal Crescent collection rings in 14k gold; $1,490–$2,390 (without center stones); Tacori; 800-421-9844; tacori.com

NAN PALMER OWNER / MANAGING DIRECTOR FACETS JEWELRY CONSULTING

JADE TRAU JEWELRY DESIGNER NEW YORK CITY “Keep it simple. The smallest change can make the biggest difference in a finished design. And listen to your clients—the good, the bad, and the ugly. That’s how you learn what works and what doesn’t work. Learn to be nimble and pivot.”

Astor diamond engagement ring and band in 18k white gold; price on request; Forevermark by Jade Trau; info@jadetrau.com; jadetrau.com

DENVER “Whether you’re a single-channel or ­omnichannel brand, a luxury or an emerging designer, you need to have the ability to manage custom requests.

Because today’s consumer wants something that cannot be found on a pad of ring settings in a jewelry case. The more ­established bridal jewelry brands should ­reconsider their collections in this context, offer a variety of attractive price points— driving unit sales rather than dollar sales will be the most profitable in bridal—and invest in technology that allows customers to preview collections online before they come in to shop.”

SHELLEY BROWN FASHION AND BEAUTY EDITOR THE KNOT NEW YORK CITY “Right now, the most successful ­bridal jewelry brands are the ones that speak to consumers through a strong social media presence. The rising popularity of ­colorful ­center stones, yellow and rose gold, f­ ancy-shape diamonds, vintage-­inspired settings, and even ­imperfect, raw diamonds speaks to the ­millennial bride’s desire to stand out. The brands that adapt to this by offering nontraditional ­designs and c­ ustomization will thrive. The brands that are less f­ lexible— for ­example, sticking to chunkier platinum settings with round-cut diamonds only—will miss out.”

Platinum ring with 2.5 ct. padparadscha sapphire and 0.45 cts. t.w. diamonds; $15,995; Coast Diamond; 800-523-5937; coastdiamond.com

SALLY MORRISON CHIEF MARKETING OFFICER, LIGHTBOX NEW YORK CITY “The greatest hindrance to success in the bridal category is resistance to change. It’s no longer possible to live by the same playbook if we want to engage this new generation of ­customers. We need to take our cues from other categories—fashion, accessories, cosmetics—that allow consumers to play with the brand, even if they’re not in the market for an immediate purchase. This means delivering plenty of ­interesting, sticky content that engages the customer while she’s browsing and learning so she keeps coming back…hopefully until she’s ready to shop.”