Wholesale Fashion Jewelry – 5 Shortcuts to Retail Success

Something in the human spirit is always itching for independence and this itch translates to a constant flow of new entrepreneurs that so often gravitate towards fashion jewelry. What is so irresistible about this accessory? Beyond the high profit margins that wholesale fashion jewelry can open for retailers lies an intrinsic beauty that creates truly wearable art. Yes, wholesale fashion jewelry offers plenty of profit potential that enables retailers to turn small investments into the longest mark-up in the fashion industry, but the magic of fashion jewelry’s beauty stops consumers in their tracks and this magnetic attraction, more than anything else, brings the entrepreneur into retail sales specializing in jewelry.

Many of these new fashion jewelry businesses begin on the simplest level with retailers buying wholesale fashion jewelry and presenting it to friends and co-workers. Easy sales and new found profits ignite a fire to grow the business, but what step comes next? As a twenty-five year veteran of the wholesale fashion jewelry industry, I have seen business after business start in this way and often grow to become the major supplier of fashion accessories in a community. The learning curve never ends as fashion jewelry evolves as well as retail tactics, but some things never change and these key techniques will have positive impact on your fashion jewelry business.

But first, how are you going to sell your treasure of wholesale fashion jewelry? Outgoing personalities love the active sale. Visit businesses, do parties, set up in flea markets or craft shows, and bubble over with enthusiasm as you introduce stunning fashion jewelry to consumers. All they need is a crowd and permission to set up. Bingos, festivals, school picnics, car shows, sporting events-the list is endless. Overhead is low and actually stops when not engaged in sales activities. But so does sales, so many prefer brick and mortar businesses with a higher overhead, but continuing business even when you’re not there.

The quieter, methodical personality may not be up to this bubbling enthusiasm and choose a passive sales mode. Successful businesses often build without the entrepreneur ever engaged in active sales to the consumer. They connect with beauty shops and other locations to provide fashion jewelry on consignment with the owner profiting as well as the entrepreneur. Methodical personalities think out the details like how to handle shrinkage of missing items with no sales recorded. Increasing price and lowering consignment fees compensates for losses when fashion jewelry has open exposure that can result in more shrinkage. The flip side is reduced sales in secure environments like showcases or behind the counter, which reduce shrinkage, but unfortunately, also sales.

Okay, both personalities have a selling method they are comfortable with and both can expand their business with online marketing by working on websites while their sales support them as the websites grow, climbing higher in the results of major search engines. But what about the 5 shortcuts to retail success? They boil down to pricing, selection, presentation, knowledge, and benefits.

-First comes pricing the wholesale fashion jewelry. New entrepreneurs often feel shock waves as they see the wholesale cost compared to retail prices they paid as consumers. The first temptation is undercut all the competition. Stop there!-because fashion jewelry is cyclical and low prices generate low profits that don’t carry retailers through the tough times. Do you want to spend all your earnings on restocking wholesale fashion jewelry and covering overhead? Of course not, you want to grow your business and make a profit and pricing is important.

Retail uses a term called keystone-a nice word for doubling the wholesale price. Make keystone the minimum for mark-up in fashion jewelry and look for the items that give you room for far longer mark-ups. The upside has no rules. Let your intuition guide you because prices can always come down, but it is difficult to go up.

-Next comes selection and this is a factor that major retailers like fine department stores are always struggling to get right. Stroll through one and you will see they have reduced staff on the floor so selection often has to sell itself. The fine department stores need “no miss” choices and have resources, forecasts, statistics, and trained buyers to make these decisions. Small retailers don’t need to be discouraged because this isn’t rocket science and you are closer to the clientele in your location than any major retailer.

Making the perfect selection rests on the age and demographics of your main customer base. Add this to the fashion trends of the season and you are close to perfect. How do you keep up with all those rapid changing fashion trends? Well rapid change is a myth. Trends change very slowly-often over a decade. Yes, colors and subtle adjustments occur every season, but today we are in the midst of classic trends that started in the early 21st century and have a promising future. More on this when we cover knowledge.

-Now for presentation-making the fashion jewelry look special. Ever notice how necklaces clumped together on a tee bar on top of a showcase seem to scream “I’m on sale” while the stuff in the showcase whispers “I’m special”. That’s presentation and how it has changed even for fine department stores.

Teri Agins in The End of Fashion details how department stores that were once “the first visual contact with fashion” and “introduced merchandise concepts to customers” changed in the late 20th century to a collection of brands. Agins quotes one upscale shopper who “was appalled when she discovered $19.99 Nine West shoes displayed right next to $350 Chanels” in her favorite department store that was compromising its image of elite fashion. Make an item look special and it takes on the perception of higher value.

-Next comes knowledge that is worth more than price. Don’t believe it? Think of items you bought because the sales person impressed you with a deep understanding of the product. That was worth more than price. I personally experienced this lesson when I did a trade show with a colleague. I told my customers the fashion jewelry was a real value at the price. His sales person painted a word picture of the wholesale fashion jewelry with the season’s apparel and wrote more orders without the customers even knowing the price.

Knowledge is knowing the trends and knowing the item. Consumers trust a well-informed source and when you know what is today’s style and why it looks right on the customer, you remove the burden of choice from the buyer.

Knowledge today goes deeper because classic trends in fashion jewelry bring gemstone components, shell, Murano style glass, Millefiore, and more to jewelry designs. A story is worth volumes in explaining glass jewelry and knowledge of gemstones that removes the doubt about whether it is real. Don’t be overwhelmed about understanding the trends and knowledge of today’s components because everything is detailed in a report, Wholesale Fashion Jewelry-The Magic of Trends (find a link to the report at the foot of this article).

-Finally there are benefits. Think of benefits as vision-what the customer envisions. Anyone that buys fashion jewelry wants to make a positive statement. They want a look that is flattering and appropriate. So like the car commercial running on the radio, features describe the details like length, color, texture, and shape while benefits say “matches apparel while complementing your complexion”, “draws attention to your slender neck”, or “creates a youthful look that is so you”. The old adage of sell the sizzle, not the steak, gets to the point. Pick the right item for the customer, be sincere, and sell the sizzle.

Will all this work in a slowing economy? Absolutely! In worrisome times women appreciate an escape valve of some small new purchase. What fulfills this better than fashion jewelry? Apply the five shortcuts and lift your customers’ spirits with a feel-good experience.

What Is A Marketing Initiative?

Marketing is not as simple as many may lead you to believe. In order for your business to be effective, you need to understand what is involved in promoting what you are offering in terms of products and services. That is where a good marketing initiative comes in to play. A marketing initiative is essentially anything that is clearly defined as a marketing effort. Simple, isn’t it? It is basically anything specific in your marketing plan. So what types of things are considered marketing initiatives? Here are a few examples that may help you.

For larger companies, a marketing initiative can be a theme. For instance, a set of commercials that use a specific character or funny situation over and over may be considered a marketing initiative. This, though, would certainly be more common with large businesses. An example of this is the Geiko commercials that feature the cute talking gekko. The initiative is to associate their car insurance services and products with a character that sticks in your head. Being cute is an added advantage. This is why many commercials use cute, cuddly characters such as babies and puppies etc.

Another example of a marketing initiative is undertaking a certain method relentlessly. Sometimes you may wish to focus your efforts solely on one method of marketing. If, for instance, you decide to implement email marketing with great fervor, then you can call that your email marketing initiative. You will outline a plan very specific to that initiative. And you will carry it out. Focusing your efforts into a sole initiative demands that you understand it intimately. You better know what you are doing if that’s the ONLY initiative you’ve got. In addition you also need to have a backup plan in case your initiative does not come through for you as you hoped. Often, when you put all your eggs in one basket, you better have more eggs!

Another type of marketing initiative you may invoke is a large scale shift in what you are doing. If you are going away from traditional marketing to exclusively use the internet that is a whole new marketing initiative you are putting in place. Though not as specific as other examples, it is certainly something that directly affects the marketing of your company. These types of initiatives are usually done parallelly with your existing marketing initiatives. The old initiatives are slowly phased out as the new one takes over.

A marketing initiative can also be as simple as a shift in an idea. You can have a new marketing initiative that simply changes the way you promote your company, or more specifically what about the company you are trying to promote. A shift in positioning is a good example.

Marketing initiative is a broad term that is used often. However, if you understand what it is you will be more able to effectively put an initiative in place if you need to. Changing or implementing an initiative is a big part of the promotion of your business. So it’s important that you understand what it means in the first place.

Accent Furniture or Occasional Furniture – The Difference

What is the difference between accent furniture and occasional furniture? Many people are unsure of this, but does it really matter and what makes an item ‘occasional’ or ‘accent?’ the terms are not truly definable, but can be explained by offering examples or by describing the function of each – so both ways are used here so that you can understand the relative terms when you hear them used.

Accent or Occasional Furniture – Does It Matter?

Does terminology really matter? Generally no, but it can do if people use the term to you in conversation or even when you are looking for new furniture for your home. However, in general terms it does not matter at all whether your table is described as an accent table or an occasional table.

In some cases occasional and accent furniture can be the same – but to say that, the definition of these terms must first be agreed. The term ‘accent’ should be easy to understand – just like an accent in language, furniture of this type should emphasize a certain style, such as a statue of the jackal-headed god Anubis in an Egyptian-themed room – a home accent need not be furniture!

Examples of Occasional Furniture

Coffee tables and end tables are examples of occasional furniture. There are alternative definitions for this type of furniture, the two most common being furniture that is used ‘on an occasion,’ and furniture that is used only ‘occasionally.’

Each of these definitions is so broad, that they could practically be said to be fundamentally the same. The former definition would include coffee tables, used on the occasion of drinking coffee – or any other beverage or drink. It would also include all furniture used in a lounge used only when visitors arrive, or even in a spare guest room. Definitions are a poor way to describe furniture.

The second definition used ‘occasionally’ would refer to exactly the same furniture, but also include rockers, particularly the old-style hickory rockers that you might use occasionally when in the mood. You might occasionally use an ottoman to sit on if all the family arrived to visit. Quite frankly, definitions are needless when people know what occasional furniture is.

It is not a sofa or armchair, and is not a dining table or a bed. Fundamentally, occasional furniture comprises the minor pieces that support the principal items of furniture in a room. The tables mentioned above are two examples, as are other functional pieces such as the lift chair that is used only when an elderly relative visits or chest, nightstands and ottomans that are occasionally in use.

Examples of Accent Furniture

Often referred to as ‘accent pieces,’ accent furniture is used to add character to a room or to emphasize a theme – such as the Anubis statue mentioned earlier. A chess table used for decoration is accent furniture, as is a decorative small round table holding a vase of flowers or a reed diffuser. An accent piece is generally smaller in size than the main furniture in a room, and often has little practical use other than a decorative one.

A small table in an entrance hall is accent furniture, along with a chest in a hallway and a large free standing globe in a home office. It sets a theme or a mood, emphasizes a trend or even complements the purpose of a room such as an ornate oriental footstool in a living room.

These are definitions of accent furniture and occasional furniture in the eyes of many people, but if you asked any individual for their own definition they would either be unable to answer or would likely offer a different one.

You can use accent furniture to complement the decorative style of a room, and this type of home furniture is most commonly found in living rooms, dining rooms, bedrooms and hallways. It is rare in a kitchen, since most kitchen furniture is functional, and even rarer in bathrooms although large bathrooms can be enhanced by accent furniture in the form of free standing toiletry racks or carousels for lotions and decoratively colored bath salts.

Much occasional furniture is completely functional and used regularly, such as ottomans used with recliners and coffee tables that are in daily use. The terms are given, not to define the pieces, but to establish a compartment that separates such smaller items from the larger forms of furniture common to specific types of room such as the jewelry cabinet from the dresser and the end table from the sofa.

How you define the respective terms of occasional furniture and accent furniture is your choice – there is no rule, and in this case definitions do not really matter.

How to Get Him to Care Again

When you've been with someone long enough, it's so easy to fall into the "we-are-too-comfortable" trap. It's simply inevitable. While there is nothing wrong with being comfortable with your partner, sometimes we forget that in order for a relationship to keep growing, we have to keep working hard. You start the relationship with passion, your man can not stand being away from you but now you're lucky if he does not forget your birthday or your anniversary. Everything seems to be too familiar. It's not that you do not love each other anymore; It's just that every relationship goes through this phase. Are there any ways on how to get him to care again?

You know that the honeymoon is over if you see him coming to bed in his super old unflattering boxers and you really do not care about taking a shower at night anymore. You do not find yourself making the effort to look good because you do not think it still matters to your partner how you present yourself. If you want your man to look at you the same way he did when you first started dating, you have to get out of your comfort zone. Do some things that he would not expect you to do. If you've never watched a basketball game together and he's been begging you to go to the games, book season tickets. This will make him very happy and he will certainly appreciate the gesture.

Take a trip down memory lane and figure out how your man fell in love with you. Do the same things you did when you first met him. Get him a token that will remind him of the first time you met or the first time you went out. It could have been a copy of the movie you saw or a box of the same chocolates he sent you when he was still pursuing you. You can also surprise him with an intimate dinner at your favorite restaurant when you first started dating. Be creative and romantic. If he cares about you, he would want to reciprocate. Thank him and tell him you appreciate everything he does for you. Acknowledge his efforts no matter how small they are.

If you want your boyfriend or husband to care for you again, make him feel that your feelings have not changed and you still love him the same way you did years ago, if not more. Show him that you are still the same woman he fell in love with, even better. Ask yourself what your partner loved most about you and maybe you can do something to remind him of that. Whether it's your sense of humor, sunny disposition or careful attitude that drawn him to you, it will not hurt if he gets to see these qualities again. Make your partner feel special by doing nice things for him. Leave some sweet notes in his car like "I can not wait to see you tonight" or "I'm the luckiest woman alive because I have you". Sometimes as simple as "I love you" will do the trick. Do not ever stop telling each other "I love you".

When it comes to how to get him to care again, you have to keep thinking of ways on how to keep the fire burning. No matter how busy you are, make it a point that you have an "alone time" together. Set aside time for him and have a date night every week. Do not take each other for granted and if possible, make your partner feel special every single day. Prepare a romantic dinner for two and cook all his favorite meals. Plan an exciting getaway that will allow you to try new things. Whatever it is that you have to do to entrust the magic, do it!