Smoky Mountain Gift Show Section

Jewelry Trends (From page 74)

Welker , who manages the Manchester location, said the store does a brisk trade in chains, which, given the high price of gold currently, range from $200-600; white gold is still the favorite, but yellow is “on the incline,” Welker reported.

“We’re having our best year in a really long time,” Welker noted. The chain’s headquarters take care of marketing and social media, highlighting a twice-yearly pearl event and mailing flyers to customers.

Welker has had success upselling diamond earrings alongside pendants, or coordinating birthstone jewelry. And Theresia Oreskovic , an owner of Peter & Co. Jewelers in Avon Lake, Ohio, never misses an opportunity to sell multiple items. “It makes good sense — why not get the matching bracelet with the earrings? In the end, it’s always about the buyer and their budget, what they want to do,” Oreskovic added. “But we plant the seed: For the next occasion, you’ve got that matching piece.”

Bridal is still the heart of Peter & Co.’s business. “It drives the most traffic. Engagement rings and wedding bands are always in style,” said Oreskovic, who owns Peter & Co. alongside her daughters, Kim Elton and Tamara Geraci. The 2,000-square-foot showroom has a complete bridal section featuring wedding bands, along with areas devoted to fine jewelry, a more casual line, watches and watch repair, and appraisal.

White metals continue to dominate on the bridal side, said Oreskovic, although yellow gold is growing in popularity. Bracelets are a best-seller in all styles, from bangles to charms. Lately, diamond tennis bracelets “are making a comeback,” mostly in white metals.

And in fashion jewelry, “the hottest category for sure has been the paperclip style chain,” Oreskovic noted. “It’s been that way all year long.”

Sales overall are strong at Peter & Co. Jewelers, which was established by Oreskovic’s late husband in 1987. Like many businesses, Peter & Co. relies less on print advertising and more on the digital outreach than in years past. “We do advertise in a few local magazines and newspapers, but mostly it’s digital media — Facebook, Instagram, and email blasts,” noted Oreskovic. “It’s second nature for our sales people to collect email addresses from customers.” ❖