Now in her ninth month as president of Banter by Piercing Pagoda (BPP), Amy Robinson says the Signet-owned brand is focusing its sizable energies on scaling up experiential shopping through piercing parties, mobile events, and permanent jewelry.
This week in Manhattan, Banter by Piercing Pagoda is on the street with its mobile concierge—look for the orange VW camper van on West Broadway between Grand and Canal streets—so people attending New York Fashion Week (and passersby) can try its signature piercing and permanent jewelry services right where they are, she says.
“Making style accessible and seamless is imperative for the BPP brand. This includes ensuring the shopping experience is innovative, easy, and inspiring—both online, in stores, and on the road,” Robinson tells JCK. “The mobile experience is just that: It shows that fine jewelry can be accessible anywhere, and the experience isn’t contained to traditional brick-and-mortar.”
This mobile concept is just the start of what Robinson hopes to do with BPP, growing it as the nation’s leading piercing retailer and, more recently, permanent jewelry provider. Banter by Piercing Pagoda has expanded its permanent jewelry services to more than 60 stores, the most of any retailer, Robinson says. She says this is not just a trend but a great way to capture consumers of all ages, from grandma to mom to daughter and her friends.
Permanent jewelry “is another opportunity for us to show up for our customers and create a space for them to be confident explorers with their style while continuing to offer premium materials and best-in-class experiences,” Robinson says.
“We’ve positioned ourselves as the premier destination for self-expression, broadening our in-store experiences to include permanent jewelry and styling services, while celebrating our customers’ individuality in an authentic way,” she says.
BPP’s vision for the future is built around four pillars of success, including being known as the authority in piercing experiences while continuing to add services such as permanent jewelry and special piercing events. The other pillars, Robinson says, are “revolutionizing” fine jewelry by offering new designs and quality products; enhancing visual merchandising and online experiences; and investing in store operations with an increased focus on training.
According to newly instituted safety and training protocols, all BPP team members must be trained in piercing training, and hollow-needle body piercing professionals must go through an extensive apprenticeship process.
“Our consumer insights data told us that when it comes to piercing, safety and sanitation are the two most important deciding factors in choosing a piercer, even before assortment and price,” Robinson says.
Between the “pillars” and safety updates, BPP is establishing long-term trust among its clients, Robinson says. “Our customers leave with a totally unique and customized piece of fine jewelry while remembering the sentiment behind it,” she says.
Top: Amy Robinson joined Signet’s Banter by Piercing Pagoda as president in January and says she is focusing on in-store events, safety, and piercing and permanent jewelry services. (Photos courtesy of Banter by Piercing Pagoda)
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