Changing Jewelry Trends

The Retail Picture at Pharmacies and Gift Shops

By Sara Karnish

Prescriptions and medical supplies are everyday necessities for many customers. But in the gift section of pharmacies and gift stores, sales in some categories have seen a decline. Jewelry, for instance, is not the tried-and-true category it once was. There is no question customers’ buying habits changed in 2020. Customers simply aren’t going out like they were even a year ago, which has impacted retail sales.

“The best time in jewelry sales was when women wore more of what we call ‘statement necklaces,’ ” said Gaye Flener , owner/buyer at the empty nest at Pharmacy Express in Glasgow, Ky. “When the trend went toward more simple gold and silver understated pieces, we noticed a decline in sales. They just aren’t shopping for that one piece that accents their outfit. They put on their simple necklace or a pair of statement earrings and go. Of course, this year, no one has really been able to dress up and go anywhere, so I think that has definitely affected sales. We adjusted our purchasing to the pandemic so our stock is not what it would normally be at this time of year.”

Flener said jewelry was once her biggest seller, but the category faced more competition as she expanded her space and added more gifts and other accessories. “Jewelry with sentiments printed on it has been a really good seller for us. Earrings are a big seller for us as well. We have to watch our price points. We try to keep them between $12-$25, with some handmade styles running a little more. We are always looking for ways to promote women who have their own small jewelrymaking businesses. They make unique pieces, and our customer can have something special. I am also drawn to companies with a mission, meaning they give opportunities to women in other places to craft jewelry.”

Diane Wolf , gift buyer at Sloan’s Pharmacy and Gift Shop, with their main location in Manheim, Pa., and four locations in Central Pennsylvania, said part of her job is to meet with representatives from their various vendors and choose products that appeal to a wide range of customers. “Because of this buying style, there is no one main line of jewelry that we carry. There are several lines that we display in our stores and those lines can change seasonally. Some of the lines we do carry are Charlie Paige, Jane Marie, Noelle, Center Court, Mary Square, 2Chic and more. Because our customers vary from store to store and can be different ages, vocations, and interests, we periodically introduce new and different styles—some trendy and some traditional,” she explained. Because pharmacies are such a fixture in the community, many strive to stock merchandise that shows local pride.

Jamaica Standiford , owner/pharmacist at Reedsport Pharmacy in Reedsport, Ore., said she carries jewelry made by and representative of the community whenever she can. “We have [jewelry] from local artisans, costume jewelry, to sterling silver. We try to have a variety, as our customers come from many backgrounds. We do well with sterling silver—Tiger Mountain specifically—and anything nautical, as we are located on the Oregon Coast and get many tourists, especially in the spring and summer.” Standiford noted the gift sales were down overall for a few months, but started picking up during the holiday season. “People are getting into the holiday spirit and have begun to shop. I think they are looking for anything to signal the end of the year 2020.”

Local artisans and vendors also have a prominent place in the jewelry inventory at Sweetwater Paper and Home in Walla Walla, Wash. “We sell earrings— both at $19.95 retail, and others, up to $60, handmade local and regional; necklaces—various vendors, mostly Homart, and bracelets—wrap beaded ones from Scout (also makes a necklace) and other bracelets from Scout. Also, beaded glass and stone stretch ones from various vendors,” said Owner Robin Consani She added, “messages, boho, and handmade” are some of the biggest trends she’s noticed. She pointed out that placing the jewelry directly in front of the register has had a positive impact on sales, as customers will look through the selection while waiting in line and often add on an item. When selecting merchandise for the gift shop, buyers are sensitive to price.

“Because we’re a pharmacy and not a boutique, customers seem to look for a lower price point; therefore we sell less costly jewelry and not precious gems,” Wolf explained. “Customers will look for a nice, inexpensive gift while waiting for their prescription or impulse buy something that is convenient if it is not too pricey. At a boutique, people will spend a little more as they buy more intentionally. So we try to merchandise within a lower price range.” Many of 2020s jewelry trends didn’t get to fully materialize as customers were dressing up less because of staying home. But overall, there have been some new patterns. “Spinner and rhinestone rings populate our shelves at the moment. We have introduced stax bracelets, but they sell individually just as well. We did have some earthstone and bead necklaces/bracelets to which you could apply

Continued on page 58 essential oils and they have been somewhat popular,” Wolf said. “Earrings come in all different styles and we continually try different things and carry multiple designs. The leather feather shaped cut-outs were trending for a bit. Bigger costume style is generally not too popular. We have had some lightweight silver shimmery earrings that sell well, and your traditional posts are always acceptable.” Trends differ from one area to another. “We are in a rural area, so I’m not sure what is popular here is necessarily trending. We have seen interest in the faux leather-style earrings,” Standiford said.

Display is key for catching and keeping customers’ attention, especially for items like jewelry. “We merchandise in sections and have most of the jewelry together so people can peruse and choose easily,” Wolf said. “Most jewelry is displayed on the felt neck forms/busts or bracelet displays. We do place a few things near the register where space is available.” Wearing the items is also a top selling tip. “I