Jewelry at Seaside Boutiques and Jewelry Stores

By: June Allan Corrigan

It’s amazing how a little sand squished between toes and a fresh ocean breeze can brush all cares away. Seaside vacationers slow down to savor the setting and frequently find themselves in the mood or with the time to shop. Good news for boutiques and jewelry stores in nautical locales! Four identify some of their best-sellers and share a few display tips here.

Although Vignette Key West, a women’s clothing boutique in Key West, Fla., doesn’t consider itself to be a beachy kind of store, it does cater to a mix of locals and tourists. “A lot of people want to buy jewelry because we have interesting pieces at a good price point,” said Owner Tania Cole . However, she admits being in a vacation frame-of-mind helps too. “It’s kind of special to buy something to remember your trip.” In her 650-square-foot establishment, that could be a selection from either the Chan Luu or Annika Inez jewelry lines – which are both very popular and project a certain look. Or it could be a one-of-a-kind piece. “I like to carry stuff that is not really out there. Sometimes women will come in and tell me they make jewelry. I look at it and then they send me a pick box. That’s always fun and it’s more unique that way. It’s not something you can find anywhere else.”

Cole believes in having a mix of jewelry – both delicate and chunkier styles such as selections from zoWEE Jewels – on hand to accentuate the fashions she sells. Vignette Key West is first and foremost a clothing store, but shoppers always appreciate its jewelry array. “Putting jewelry on mannequins and displays definitely sells it,” Cole concluded.

Jewelry is the top-selling category at The Purple Cow Co. in Wakefield, R.I., and has been from the beginning. “I have a reputation for having interesting jewelry,” said Melinda Witham who started the business with her mother Johanna 32 years ago. The 4200-square-foot gift store features unique jewelry that is crafted locally as well as in other parts of the country and the world. “I have some artists that I’ve been buying from for 30 years.” Hand-made sterling silver jew- elry from multiple sources is a consistent best-seller. Customers also love the work of Israeli designer Ayala Bar. “It’s really beautiful and every six months, her entire line is brand new. Everything she does is limited edition. My customers buy it, wear it and get so many compliments, they feel really good about themselves and then they want more.”

All jewelry at The Purple Cow Co. is displayed gallery-style inside flat-topped glass display cases. Witham is a big fan of organizing displays by color. “I like it when similar colors are together. It makes it easy for people to make choices when you have a pair of earrings and a necklace and a bracelet that all match in proximity of each other.” She has noticed that male shoppers in particular seem to gravitate towards this kind of arrangement. “They like it when they can see and say “Oh, that all works together. I’ll take all of it!”

Chris Larochelle agrees there is something about being on vacation that prompts people to shop. He co-owns Minka, a boutique in Kennebunkport, Maine, with his wife Michelle Rose , a business which emerged from her early soap and jewelry making efforts. For close to 15 years, their 500-square-foot retail space has been home to a variety of natural, modern and handmade fashion, art and accessories – including jewelry – much of which they design themselves. “On vacation, you’re usually going out to dinner which inspires you to get dressed up a little bit. Maybe pick up a pair of earrings and say, hey, these would be good for dinner tonight,” he said. At Minka, those earrings would likely be the store brand. “My wife makes all of the jewelry plus she has a handbag line and a body care line. And we work with local artists. If we don’t make it ourselves, we’ll design something and see if a local artist will make it for us.”

When it comes to display, Minka takes its cues from color. “We like to keep it clean. By that I mean we have all our products grouped by color,” said Larochelle. At one time, the compactsized store relied on cubbies but lately it has leaned into A-frame fixtures. “They’re all lined up in a row. Shoppers tend to notice merchandise, including jewelry, that way.”

Low Tide Jewelry Co. is new on the scene in South Kingston, R.I., having just opened this year. Owner Paula Quigley calls her jewelry designs “wearable beach love” and clearly her fondness for the seaside shines through in her designs. “It’s that sense of place that people want to take home with them. They remember the way they felt by the ocean whenever they see, touch or wear the piece,” she said. Sea glass, beach stone and sea glass earrings, necklaces and rings as well as custom-made initial rings are some of the best sellers inside her 400-square foot store. “There is an intimate connection for both. Love of the ocean and family runs deep. You can rub the sea glass, shells and stones that are smoothed by waves and sand or look at your hand and see initials of your human or fur children and feel that love.”

NIVA Green in Long Beach, Wash., bills itself as a modern curiosity shop of interesting and useful things. Owner Heather Ramsey doesn’t consider her approximately 450-square-foot to be particularly beachy. “I’m sort of the alternative to the beach.” However, she agrees her locale lends itself to jewelry sales. “People are here, it’s a special treat and they have time to look. So, when it comes to small things like jewelry, maybe they can find just the right thing. It’s a relaxed atmosphere.” Green Tree Jewelry is one of her top sellers. Shoppers appreciate the company’s laser cut wood designs and huge variety of delightful subject matter and shapes.

In terms of display at NIVA Green, Ramsey has discovered that simple pendants and earrings work best in their packaging. “They’re on a card with some information and I put them in large wooden or glass bowls and people sort and look through them.” She finds the display stand that Green Tree Jewelry provides for its earrings just perfect and takes full advantage of it. Other jewelry finds its way onto little figurines. “I’ve got a little bear who has a bracelet around his wrist and sometimes I use a beautiful old dog bookend I have. I’ll put a bracelet around his neck as a collar. My displays are a little bit unconventional but they seem to work here.” ❖

Is natural fiber jewelry selling or are sales stalling and why?

Natural fiber jewelry is more of an occasional item at Vignette Key West, a women’s clothing boutique in Key West, Florida. “Once in a while, we’ll carry jewelry made from jute, for instance, but it’s not something we constantly have in stock,” said Owner Tania Cole

Recycled leather bracelets sell quite steadily at The Purple Cow Co. in Wakefield, Rhode Island. “I have a local gentleman who repur- poses saddles and belts and similar materials. He cuts them down and makes really cool bracelets with them,” said gift store Owner Melinda Witham.

A limited line of leather earrings sold well at Minka, a boutique in Kennebunkport, Maine. “Currently we don’t have any natural fiber jewelry on hand but we’re bringing in some macrame items by a local artist who does really well at craft shows. I have a good feeling her line is going to sell,” said Chris Larochelle who co-owns the boutique with his wife Michelle Rose.

Leather bracelets and wooden earrings sell very well at NIVA Green, a gift shop in Long Beach, Washington. “It’s a trend. And leather bracelets are very comfortable to wear as far as bracelets go,” said Owner Heather Ramsey ❖