The fashion frenzy that is known as Mercedes-Benz Fashion Week takes place
Sept. 9–16, and many in the jewelry world are angling to get in on the
For some, participation happens in the way of dressing models in jewelry for
runway shows—a la Robert Lee Morris for Donna Karan models—while others
capitalize on the buzz by hosting in-store events and parties on one night
during MBFW: Fashion’s Night Out. During FNO, businesses in New York and
elsewhere celebrate the fun of MBFW by hosting parties and offering special
shopping incentives to draw consumers into stores. This year, FNO takes place
Friday, Sept. 10, and members of the jewelry industry, including designer and
retailer Yael Sonia and Jennifer Gandia, co-owner, Greenwich Jewelers, both in
New York City, are both getting involved.
Like many retailers, Sonia and Gandia are extending their evening hours and are
offering incentives to drop in and shop. For example, get down to Greenwich
Jewelers in the Tribeca section from 5–9 p.m. to bid in a silent auction to
benefit Susan G. Komen for the Cure, receive a Gorjana bracelet with an
in-store purchase of $250 or more, and to pick up some style advice from a
local jewelry expert and stylist.
Meanwhile, Sonia’s invite to her Madison Avenue shop promises a live
performance by guitarist Carlos Pavan and a special deal for anyone who buys
one of her Spinning Wheel necklaces or bracelets: $1,000 off a purchase of
$5,000 or more on sales made until Feb. 14, 2011. This is Sonia’s first time
hosting an FNO event—though she has participated in other Madison
Avenue–specific festivities, including last spring’s Platinum Jewels in Bloom.
“These events generate a buzz on the avenue, peaking customer and media
attention,” Sonia tells JCK. “It’s a
great opportunity to get new potential clients to notice your store and a great
celebration to invite your existing clients to. This is the time when the city
is filled with customers and press from all over the globe seeking novelty. We
need to take advantage of this to showcase our best.”
An invitation from Greenwich Jewelers, New York City, to attend its Fashion’s
Night Out event this Friday.
Designer and retailer Yael Sonia is offering sales incentives and music in
store during Fashion’s Night Out.
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