Target Market -modern woman shopping for herself age 25-65; gifting younger -creative, confident, trend forward, inclusive, and bright -mindful social conscious consumer -interested in sustainable fashion and values paying a little more for quality and ethical practices -Looks for inspired design, transparency and authenticity in the brands she shops -enjoys treating herself to everyday pieces with a Hillberg&Berk twist
H&B Sparkle
Casted curb links with small sections of inlaid clay/pavé. Simplified from inspiration b e l o w. C o l o r m u l t i p l i e r s i n k e y trending silhouettes.
multi-size pavé
Hearts, stars, and circles using multiple sizes of swarovski or C Z . To n a l a n d c l e a r. Use of metal or clay material for stone setting.
curb chain with inlaid clay and pavé
Holiday Trends 2021
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mariner links
puffed & spaced
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slender bubble rings
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radial burst texture
kyocera opal, montana and clear winter pastels
Initial Thoughts:
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H o w i s y o u r c h a r m p r o g r a m w o r k i n g ? I n m y e x p e r i e n c e i t ’s b e e n a t o u g h s e l l . C u s t o m e r s s e e m t o p r e f e r p r e - l a y e r e d l o o k s v s . b u y i n g e a c h c o m p o n e n t s e p a r a t e l y. S e n t i m e n t a l m o t i f s and personalization however continue to trend and seem more important than ever given the current climate. My suggestion is to offer engrave-able items and petite pendants that include positive symbolism. Another unique idea would be to test acrostic jewelry with some chosen messages like “adore” or “loved” and custom possibilities as well.
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I t ’s c l e a r H & B i s a p u r p o s e - d r i v e n c o m p a n y w i t h a m i s s i o n t o e m p o w e r w o m e n . Yo u r c u s t o m e r s m i g h t l o v e s e e i n g e x a c t l y h o w t h e i r i n d i v i d u a l p u r c h a s e c o n t r i b u t e d to one of your collaborations. Perhaps after the purchase a message pops out e x p l a i n i n g w h a t t h e i r p u r c h a s e m e a n s f o r t h e s e g r e a t e r c a u s e s , o r e v e n b e t t e r, something tangible is displayed like a dollar amount or product donation match. T h i s c o u l d b e a g r e a t w a y t o i n c r e a s e e n g a g e m e n t a n d p r o m o t e l o n g t e r m l o y a l t y.
We want to attract a younger customer without alienating your existing loyalists. I n s t e a d o f s h o o t i n g f o r 2 0 y e a r s y o u n g e r, m a y b e s t a r t w i t h 1 0 . G i v e n t h e p r i c e p o i n t I t h i n k w e w a n t t h e d a u g h t e r l o v i n g t h e j e w e l r y, b u t s h e ’s n o t n e c e s s a r i l y w h o w i l l b e s p e n d i n g t h e i r m o n e y w i t h y o u , s h e ’s b e i n g g i f t e d ( a f t e r b o r r o w i n g m o m ’s H & B j e w e l s t o o m a n y times). Realistically your new customer is early in her career and moving away from fast f a s h i o n a n d t o w a r d t i m e l e s s a c c e s s o r i e s t h a t h a v e l o n g e v i t y.
I t ’s a l l a b o u t t h e e a r. C u r a t e d e a r p a r t y p a c k s p r e s e n t a v a l u e t o t h e c u s t o m e r and continue to trend. The treat box is brilliant and very well done. I imagine your customer will love the velvet packaging. A larger round box feature 3 pairs of earrings inside at a lower price point might make an impressive year round item w i t h t h e c o l o r o f t h e b o x a n d t h e e x c l u s i v e s t u d a s s o r t m e n t c h a n g i n g s e a s o n a l l y.