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Mayors Is Betting On A High/Low Mix This Fall


And it’s a retail strategy that may pay off as you start to assort your own collections for the upcoming fall and holiday seasons—and perhaps lead you to make some adjustments to your shopping lists for LUXURY and JCK Las Vegas. For example, when you meet with one of your best-performing, high-end jewelry designers or diamond suppliers to review the usual mega diamond rivières and bold, gold, diamond-encrusted cuffs, consider asking: “Okay, but do you have any pieces or collections in the $1,000–$5,000 range?” The answer might surprise you.

This is essentially what happened when Mayors recently took note of how well the jewelry brand Uneek was doing in its stores, which are located throughout the southeastern United States. Founded by Benjamin Javaheri, the Los Angeles–based jewelry line is known for high-end diamond statement pieces—big-ticket designs with a kind of special-occasion gravitas, perfect for that sweeping entrance at a state dinner or a star turn at the fundraising gala podium.

“We have had Uneek in store for over five years and saw an opportunity to expand offerings through the addition of everyday diamond fashion jewelry,” says Katie Reed, vice president of marketing, Watches of Switzerland Group (which owns Mayors). “Benjamin Javaheri was totally up to the challenge. The pieces are fresh, modern, and ultrawearable, and offer the same quality craftsmanship as the pieces on the high end.”

The result: an exclusive collection for the store priced from $1,000 to $20,000 designed collaboratively to meet the specific needs of the contemporary Mayors customer (highlights are pictured up top). Shoppers’ tastes in jewelry have modernized and evolved, and, says Reed, “the wider range in price points provides an inclusive atmosphere and recognizes that the contemporary jewelry buyer continues to mix across categories.”

Mayors is adapting this approach to some of its other luxury brands as well. A consistent top performer in the stores is Gucci 18k gold jewelry and high jewelry; soon, these jewels will be complemented by the introduction of Gucci Silver at the entry-level price point, with plenty of options under $500.

Mayors Gucci
Running GG ring in 18k yellow gold and diamonds, $1,450; Gucci Running GG huggie hoop earrings in 18k yellow gold, $2,700; both Gucci 

“Roberto Coin is another example of a brand that balances the high/low offerings for clientele,” says Reed. “Their jewelry starts at $1,000 for non-diamond pieces and can go up to the hundreds of thousands.”

Carrying jewelry at both ends of the spectrum “allows the brands ownership of both categories: new jewelry buyers starting out, and individuals building out more extensive high jewelry collections.”

Mayors will debut an exclusive new Roberto Coin collection later this year that will be priced from $2,000 to $5,000.

Mayors Roberto Coin
Clockwise, from top: Princess Flower earrings in 18k yellow gold and diamonds, $1,590; Marquesa Collection earrings in 18k white gold and diamonds, $13,500; Principessa Flower necklace in 18k yellow gold and diamonds, $1,190; all Roberto Coin

You know your clients best, and if a top designer is willing to customize an exclusive offering at an attractive price point for you, completely tailored to your customers’ post-pandemic style priorities? I say it’s high time you looked into the possibilities!

Top, clockwise from top left: Infinity pendant in 14k yellow gold and diamonds, $1,483; stackable bangle in 14k yellow gold and diamonds, $2,200; ring in 14k white gold and diamonds, $1,450; drop earrings in 18k yellow gold and diamonds, $5,500; all Uneek for Mayors

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By: Amy Elliott

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