With the popularity of silver on the rise and more shoppers
passing up cheap imports to buy gifts that offer enduring value, the U.S.
jewelry sector will likely have a better-than-expected holiday season this
year, predicted Stevan Buxbaum, president of Buxbaum Jewelry Advisors, in a
statement released Nov. 11.
However, their more-boisterous competitors, Buxbaum
cautioned in the statement, will drown jewelers that stay soft-spoken and
demure in a bid to preserve their “classic” brand images out.
He added that jewelers have wisely expanded price points,
even with silver. For instance, they are offering higher-priced items like
diamond-studded silver bracelets, as well as new products such as Pandora’s
widely copied silver and silver-core, Murano-glass beads, which allow shoppers
to have more flexibility in what they spend.
“There will be a massive battle for the airwaves,” Buxbaum also
said in the statement. “In as early as October, Kohl’s was already offering 60
percent-off of some of their jewelry items. Chains are already cutting prices
to the floor and the holiday season hasn’t really started yet.”
Buxbaum advised independent jewelers to promote themselves
as well, but also to “emphasize their strengths, which tend to be knowledge, experience