A Question and Answer Feature

Jewelry Best Sellers at Gift Shops and Boutiques

A Q&A with Owner Tracie Hess, Charmed Beauty and Gifts, Charleston, S.C.

Souvenirs, Gifts & Novelties

(SGN): What are some of your best-sellers in the jewelry category?

Tracie Hess (T.H.): [The brand] Susan Shaw, and I think it’s because it’s a woman-owned company and made in America. [Overall] we sell a lot of earrings because our business has a salon in the back. When women get their hair done, they then want to put on something pretty.

Jewelry is a nice draw. It’s an easy gift for women to give each other. We source over 80% of our inventory from women-owned businesses.

SGN: What jewelry trends are you currently seeing? Why do you think these trends are popular?

T.H.: A lot of color, [especially] pink and orange. Pink is definitely having a moment. Gold is still super trendy, but I think silver is on its way back. I think gold is trending because it is an easy way to add some pop to an otherwise neutral outfit.

SGN: What is your customer demographic and how do you serve this market?

T.H.: Primarily women ages 25-65, which is a big range. I serve them by staying on trend with what’s happening—observe what’s going on, stay up to date with new releases, et cetera. Having the salon helps because we see a steady stream of women [coming in].

SGN: How important is merchandising?

T.H.: It’s what I really love to do. It keeps things fresh for the customer, especially the repeat customer who stops by every week or two. If you don’t remerchandise, it can feel stale to them. Also, move things around from time to time—it can really increase sales of some items. Put items that are slow sellers in a different location or mix them with other items.

SGN: What makes a good, eyecatching display?

T.H.: Telling a color story. I also like to add different heights and make it visually appealing. For jewelry displays, I do pair like items together—racks of bracelets, a whole wall of earrings, stands full of necklaces—then we’ll have smaller displays within the display featuring items that can go together. Sometimes if we suggest a look or show how things can be worn together, the customer will buy all of the items. ❖