Niche Alert! Fashionable Consumers With Budgets
It’s a paradox: as a fashion editor, my job is to know about high end jewelry, but I cannot afford my own. I deal in platinum and diamonds while owning plastic and CZs.
Don’t get me wrong- I love my wooden cuff and the link necklace I bought on the street in SoHo as much as I value the diamond necklace I received as a graduation present, but I’m not crazy about the reaction the former receives from the industry. The following conversation, for example, has taken place more than once:
Jeweler: “Where did you get that necklace? I love it.”
Me: “On the street, in SoHo."
Jeweler: “Really? [Laugh]. Don’t tell anyone that.”
The plight of the luxury writer is lost on many, and so I often adopt a look I call The Vera Wang. Have you ever seen formidable clothing designer Ms. Wang out in the city or at a fashion show? She wears head-to-toe, casual black, as if she’s just over the whole fashion thing. Similarly, I pretend I’m too immersed and too knowledgeable about jewelry to wear it.
Of course, The Vera Wang is not acceptable to jewelers: when a large, fashion-conscious sector of the population is not buying nice jewelry, there is a problem. Time to consider new strategies: fashion-forward but fine (and subsequently cheaper) designs, like Emily and Ashley. Or mixing high and low end materials for affordable and chic results, like EXEX.
It is brainstorming time, jewelers. We are here (and by “we” I mean not just my co-workers and me, but almost everyone I know- fashionable people with normal paychecks and high New York rents)! We are ready to buy! It’s the perfect time for you step up and provide fine jewelry for us real-income gals.
Ili commented:
I label my self as a “jewelry addict” – good hint
to tell the boss what you would like for special occasions. You
will never see me without a piece of jewelry as I select each piece
to complement my suits or sports wear. As a financial executive, I
view each piece as an investment in my career. Now ½ of my
jewelry wardrobe is unique because I make / design the pieces. I
give hand-made pieces to my staff as gifts. So ladies, a $3 blister
pearl component with a 14kt enhancer bail on a $500 omega necklace
is fabulous. I can switch the component over to a string of pearls
and look soft and feminine. Or the component on a piece of organza
ribbon with a shoulder-less dress looks romantic. Someone know
where I can find coin bezels @ wholesale prices?
Laura commented:
Thanks, Laetitia, that's a good question. Everyone probably has a
different answer to it; for me, a line in the $75-$400 range would
be reasonable and appealing.
Laetitia commented:
Great blog and I completely agree with you. I started my own
fashion jewelry line with those very same thoughts in mind. I
wanted something made of real gemstones but not out of reach. Just
out of curiosity, what kind of price range would you think is
reachable for a fine-jewelry line aimed at the fashionable consumer
with a budget?
G. Suzie commented:
Loved the blog. Great writing, Laura
Rob Bates commented:
I think someone's hinting for a raise ...
intheknow commented:
I really enjoyed reading this blog. I couldn't agree more with
everything you said. As a New Yorker myself I can really relate to
this. This last line is great "It’s the perfect time for you
step up and provide fine jewelry for us real-income gals" It's so
true and really hits home. Keep on blogging-
Jennifer Heebner commented:
This is SUCH a fantastic post! I love it because it's funny and so
true!
