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Savor Silver

THE STATE OF THE SILVER INDUSTRY & JEWELRY TRENDS FOR 2015

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SEE US IN 2015: GJX TUCSON, SMART SHOW CHICAGO, JCK LAS VEGAS, NY NOW NEW YORK

Necklace courtesy of Frederic Duclos

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Earrings courtesy of Jorge Revilla Cover: Bracelets courtesy of Phillip Gavriel

It all began around 3000 B.C., when the first silver was mined in what is now Turkey. The ancients were intrigued by the color and malleability of the beautiful metal and used it for adornments, objects, and currency. The search for, and discovery of, more mines and the lure of silver continued throughout the ages and the world. And, according to current demographics, society’s love for silver has never slowed down.

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Statistics from the 2014 World Silver Survey, commissioned by the Silver Institute, indicate that in 2013 global fabrication of silver jewelry rose 10 percent over the previous year, to a record level of 6,184 tons. The increase was dominated by India, where fabrication grew an estimated 29 percent over the year before; China, too, reported a double-digit increase. North American silver producers also expanded their output by 11 percent over the prior year.

What is spurring this growth? The World Silver Survey concludes that these increases, the first in three years, can be attributed to an improving economic picture in industrialized countries. But of primary interest to retailers and the buying public is the continually expanding range of new styles, designs, and applications for the elegant metal.

This was not always the case. Sterling silver jewelry had to earn its current popularity in the American market. Consider the observations of one of the pioneers of silver jewelry design, Zina Sherman of Zina Sterling Silver in Beverly Hills, Calif. “I have been designing in silver since 1983,” Sherman says. “I started out working this way because at the time silver was very inexpensive, and I could make whatever was in my imagination without thinking of cost. Over the years, silver and I have grown. For example, it is now very acceptable as a fine jewelry item and not what someone said to me in the ’80s: ‘I only use silver to eat with.’ ”

Necklace courtesy of Lisa Jenks

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2015 Savor Silver

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Bracelet courtesy of William Schraft

In fact, a growing trend among designers is to add stylish sterling silver collections to their existing gold and gemstone lines. Many former goldsmiths say they are excited by the opportunities provided by silver in terms of creative design and fabrication. They are able to produce bold, voluminous shapes that are at once desirable and wearable, at price levels that are impossible with gold. Silver’s easy malleability also makes it an ideal medium for experimentation with shapes, finishes, and details.

“I always wanted to design large, bold pieces, and using silver allowed that to be possible and still be affordable,” observes Millburn, N.J., jewelry designer William Schraft. “The rich white color of silver, which is so much more beautiful than platinum or white gold, complements the variety of colored stones featured in my collections. The white color offers a lovely contrast against the dark antiquing I use in the scrolls and recessed details in my designs.”

Among the exciting new collections being introduced this season are silver with diamonds, fancy-cut and pastel-color gemstones, pearls, and other metals. Intricate details such as filigree, beading, laser- and diamond-cutting are becoming more popular; blackened rhodium finishes are often used to make the diamonds and gemstones pop. In some collections, sterling silver is accented with yellow and rose gold, titanium, wood, leather, and fabric, resulting in a high-fashion, contemporary look.

As an ongoing part of its market research, for the fifth consecutive year the Silver Promotion Service (SPS), in conjunction with National Jeweler, conducted an extensive survey among U.S. retailers about their silver jewelry sales.

The results are compelling for the continued strong sales and growth of silver. Ninetytwo percent of the respondents said they are optimistic that the current silver boom will continue for the next several years.

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AND THE SURVEY SAYS…

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Photos © Wendy McEahern

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Ring courtesy of Rebecca Hook Jewelry

Overall, 56 percent of retailers reported their silver jewelry sales increased between 11 and 25 percent, with 10 percent seeing an increase of more than 25 percent. They also said silver jewelry sales, as a percentage of overall jewelry sales were on average 33 percent of their unit volume and 29 percent of dollar volume. The average increase in 2013 for silver jewelry sales was 17 percent. In terms of margins, silver far outpaced other categories, including diamond jewelry, bridal, and gold. Thirty-six percent of retailers cited silver as their highest margin category.

During the all-important holiday selling period of 2013, 66 percent of the jewelry retailers said their sales of silver jewelry increased over the 2012 holiday season. Twenty percent said their holiday season silver jewelry sales remained the same, while only 14 percent said their sales decreased.

From the Quatrefoil and Etoiles Collections, Turquoise and Gemstone Hinged Bangles in Sterling Silver.

“While we already had anecdotal information from our program participants that 2013 had been an exceptional year for them, it was gratifying to see the quantifiable results from the survey,” observed SPS director Michael Barlerin. He noted that over the five consecutive years the survey has been conducted, year-over-year results are compelling for silver’s strength and continued growth.

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Of course for stylish consumers, the lure of silver jewelry keeps getting stronger. That’s because silver designs can be bold in shape without being bulky, and fine details can be cast, carved, hammered, and etched into either a smooth or textured surface.

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Explore the Collection at THISTLEANDBEE.NET 888.288.2801

Distinctly alluring—the true essence that embodies every Ed Levin design and individually created piece of jewelry. Handcrafted in the historic Victorian village of Cambridge, New York, Ed Levin Jewelry has been creating original and captivating designs for over 60 years.

Cambridge, New York 800-828-1122 www.edlevinjewelry.com View our collection at the JCK Design Center in Tucson Booth L74, JCK Las Vegas Design Center Booth S10908, JCK NY Luxury Privé Booth 400, ACRE show in Philadelphia, and Buyers Market in DC Booth 1000.

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Bracelets courtesy of ARIVA Fine Jewelry CMY

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FASHION FAVORS SILVER Fall and winter 2014 fashions have provided a perfect backdrop for silver jewelry.

One of the strongest trends among designers is the use of bold, oversize shapes, such as loose-fitting capes, coats, and jackets. These meant-to-be noticed designs are generally simple in cut and neutral in color, making a bold cuff bracelet or a large brooch a perfect exclamation point to the clothes. Harper’s Bazaar paired these big shapes with hardware-inspired accessories, including bold silver chains, padlocks, and silver accessories with details such as nail heads, studs, and rivets.

Another popular category this season are knits of all types, from smooth, sensuous cashmeres to rugged oversize weaves that wrap around and envelop the body in soft, organic shapes. Dramatic silver earrings and organic-shape rings and bracelets are a perfect accompaniment to this look.

Finally, it’s the 1960s again, aimed of course at those too young to remember the styles the first time around. Women’s Wear Daily highlights sleeveless shift dresses with graphic designs and above-the-knee hemlines that are sure to capture the attention of the young and trendy. Playful dangling earrings and openwork chains that can be wrapped, layered, or worn long are natural accents for these hip and casual silhouettes.

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Ring courtesy of Kelim Jewelry Design

And lastly, there are the season’s most popular color palettes. This year, there are two distinct trends: soft pastels and neutrals and eye-popping brights. Both are perfectly enhanced by the low-key elegance of silver jewelry, which can take the forms of delicate vintage-inspired designs, classic chain links, hoops, and bangles, or gem-accented pieces set with rainbows of colored gemstones or diamonds in white, chocolate, and champagne hues.

For those looking ahead to spring 2015, women’s fashions will provide the perfect backdrop for long silver chains, chunky rings, and multiple bracelets. Expected to be top fashion trends are the gypsy look with layers of printed fabrics and beaded embellishments and music-festival styles ranging from tie-dye and fringe to motorcycle-inspired outfits. Colors will continue to be bright and lively, and graphic prints will be popular.

APPEALING TO ALL AGES One of the most notable aspects about silver jewelry is its widespread appeal.

According to the survey, 58 percent—the largest percentile of consumers—are in the 20- to 40-year-old range. Another 22 percent fall into the 41- to 50-yearold age bracket; and the most wanted youth market, 20 and under, comprises 11 percent of buyers. These statistics are especially significant for indicating the styles and types of items that will become best sellers. Of special note: Women purchasing jewelry for themselves or as gifts continues to grow.

“Our collectors are fashionistas, celebs, and moms with a flair for the unique and artisanal production,” reports Katey Brunini of K. Brunini Jewels in New York City. “We have always used silver in our designs. It is a noble metal that occupies hallowed space on the periodic table. I like working with it because it is comfortable and wearable. I am referring to its weight. Our jewelry is solid, not hollow, so silver accommodates heavier pieces better.”

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10101 SOUTHWEST FWY # 660 - HOUSTON, TX. 77074 713-773-4111 - WWW.ASC925.COM

Savor Silver Of course, price is an important factor for all categories of products these days, including luxury purchases such as fine jewelry. The added advantage of silver is its far-reaching range: from less-than-$100 price points into the stratosphere for gem-studded one-of-a-kind creations.

Retailer Heather Hanst, owner of Silverado Gallery in Bend, Ore., says her silver assortment ranges from “very affordable” to designer brands. Showcases are organized by artist, and special orders are frequent. Still, the entry-level priced silver jewelry is an important category for gifts and self-purchases: “I don’t like people leaving the store because they are unable to find something in their price range.” she says.

The National Jeweler–SPS survey indicated that the two best price ranges in which retailers experienced the most sales in silver jewelry were $100–$500 (42 percent) and less than $100 (50percent). The remaining 8 percent was at the very highest end of the spectrum; 6 percent of retail sales were $501–$1,000 and just 2 percent went over $1,000. Still, compared to gold or platinum jewelry, silver remains an “affordable luxury,” the term silversmith Ed Levin of Cambridge, N.Y., uses to characterize his designs.

Earrings courtesy of Ed Levin

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Savor Silver Worthmore Jewelers, with stores in Atlanta and Decatur, Ga., has been in business for 21 years. “We’ve been carrying sterling silver for 20 of them,” says Geri Botnick, co-owner. “At this point, sterling silver accounts for 20 percent of units sold, but less than that in overall dollars earned. The overall price-point range for sterling starts at $19 for some more basic items and goes upwards of $4,000 for a piece that features handmade sterling, 18-karat rose gold, and diamonds.”

“It’s difficult to say what type of items are best sellers,” she continues. “We feature many designer collections. They incorporate colored stones, diamonds, and mixed metals. We merchandise those as coordinated pieces for our customer’s jewelry wardrobes.”

“We find today that sophisticated women are buying silver jewelry because they simply love the look—more than the fact that it is less expensive than gold,” says Schraft. “Over the past few years, silver has become a much more important part of most retailers’ dollar volume. Since silver has risen so much in value, it is now considered more of a precious metal, and the public accepts its use in finer, higher-priced jewelry.”

Bracelet courtesy of Thistle & Bee

The Sky’s the Limit...

324 LOMAS N.W., ALBUQUERQUE NM 800.771.3781•505.243.3781•SUNWESTSILVER.COM

THE SILVER INSTITUTE SILVER PROMOTION SERVICE

SAVOR SILVER BUSINESS BUILDERS

The Silver Promotion Service (SPS) was first introduced to the jewelry industry in late 2008.

The organization had been formed by the Washington, D.C.–based Silver Institute earlier that year.

The mission of the SPS is to enhance the image of and stimulate demand for silver jewelry in key markets. The core components of the original Savor Silver program were the introduction of 10 Designers of Distinction, the introduction of the SilverMark, and the launch of the SPS website, www.savorsilver.com.

The SPS program has grown significantly over the subsequent six years. Supplementing the original Designers of Distinction was the introduction of both a SilverMark Partner category and a group of Designers of Distinction from Mexico. Savor Silver program participants currently represent more than 40 designers and brands from 11 countries.

SilverMark Acrylic Plaques

The multitiered Savor Silver program provides participants with a wide range of benefits. Those designers and brands that are chosen to participate have access to SPS annual retailer sales research conducted in conjunction with National Jeweler; can utilize the SilverMark in advertising and at trade shows to demonstrate their participation in the program; receive preferential trade media advertising rates; have their jewelry included in various PR vehicles and at major trade show events; and often participate in shared Savor Silver exhibitions at selected trade shows.

In commenting on the growth of Savor Silver, SPS director Michael Barlerin said, “As gratified as I am by the evolution of the SPS since its inception, I am even more enthusiastic about future plans.”

New SPS initiatives will include the following: Savor Silver Business Builders

Silver Bars

The SPS is now making available four POS display elements designed to enhance the visibility of silver jewelry at the retail level. The items, a silver bullion facsimile, an acrylic SilverMark, a SilverMark jewelry presentation pad, and SilverMark branded or co-branded polishing cloths, can be purchased either individually or as a package at a reduced price.

The Silver Experience e-Learning Module The SPS has developed an e-learning module that explains the history of and mystery surrounding silver. The facts are combined with interesting anecdotes that feature the benefits of silver and provide key selling tips. This is the first in a series of e-learning modules by SPS and will be launched in the fourth quarter of 2014.

Enhanced Savor Silver Website

SilverMark Silver Care Cloths

The SPS website is undergoing a makeover. The new site will be making its debut in late 2014, and will contain much more robust content making it a go-to site for retailers and consumers alike who are looking for the latest trends and brands in silver jewelry.

To learn more about the Silver Promotion Service’s Savor Silver program and the new Savor Silver Business Builders, please email info@savorsilver.com.

SilverMark Presentation Pads

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Phillipgavriel.com

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Tel 212-382-3340

Silver SHoWCaSe

Simon Golub Tel: 800-426-7125 • simongolub.com

Elisa Ilana Jewelry Tel: 402-926-3479 • elisailana.com

Attention-grabbing multicolored emerald-cut gemstones add playfulness and excitement to these detailed sterling silver rings with diamond accents. Additional colors available.

This beautiful blue quartz Evil Eye bracelet is part of the Elisa Ilana Highborn collection.

MSRP: $150. SKU: 347668

Momma’s Jewels Tel: 864-527-0484 • mommasjewels.com

Ed Levin Jewelry Inc. Tel: 521-677-8595 • edlevinjewelry.com

Designed for stylish new moms, the Momma’s Jewels collection of sterling silver teething jewelry is beautifully handcrafted in the USA and safety tested for baby to teethe and play.

Ed Levin began creating innovative and distinctively original jewelry in 1950.

Individually handcrafted in the USA, our jewelry is hand-forged and fabricated in sterling silver and 14k gold by studio artists.

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America’s Silver Collection Tel: 713–773-4111 • asc925.com Our company is “individual in style” because we were one of the first to introduce fine micropavé and microprong in sterling silver. Our experienced staff is well known for service. We are located in the heart of the fourth-largest city in the U.S. and are ready to serve nationwide.

Thistle & Bee Tel: 888-288-2801 • thistleandbee.net Elegantly designed and finely crafted, these inspired sterling silver and gemstone hinged bangles are from our newest Quatrefoil and Etoiles collections. View the collections on our website.

Silver SHoWCaSe

Kelim Jewelry Design Tel: 301-448-7367 • kelimjewelry.com Inspired by nature, Kelim handmade creations combine organic form with traditional craftsmanship to create a contemporary yet refined collection.

Sunwest Silver Co. Inc. Tel: 505-243-3781 • sunwestsilver.com We are the largest supplier and manufacturer of charms and findings in the USA. Our sterling silver charms are original designs created by our own artisans. New charms are cast regularly. Thousands of unique items to choose from!

Rand & Paseka Manufacturing Co. Inc. Tel: 516–867-150 • randpaseka.com Rand & Paseka is a 60-year-old-plus, worldrenown religious jewelry manufacturer. We proudly introduce the Saint John Paul II medal, which is available in sterling silver and gold.

Oceana Mist by Liberty I. Exchange Tel: 800-634-22441 • libertyiexchange.com Oceana Mist fine jewelry creations are beautifully crafted in sterling silver and 14k gold with amazing detail and to the highest standards. Infinitely wearable, always in style.

Somers Tel: 505-986-0288 • somersjewelry.com

Liberty Legacy by Liberty I. Exchange Tel: 800-634-2244 • libertyiexchange.com

Silver sculptural jewelry by Somers. This solid sterling silver Wind lariat on hand-dyed leather retails for $1,065.

Liberty Legacy is the quintessential fine jewelry collection of bullion coins married to precious metals—the art of wealth and prosperity.

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