Midas Chain has fielded retailer requests for individual earrings for so long that it decided to take a formal stand with them. Enter Mates: a collection of half-pair stud earrings.
“In the past, we always sold earrings as a set,” says Sam Samuel, president of the Bergenfield, N.J.–based manufacturing house. “But when a customer lost half a pair we didn’t sell just one earring because we didn’t want to split up a set, and retailers didn’t want to ruin inventory. What do you do with the remaining earring if someone else doesn’t lose one?”
So after years of experiencing this dilemma and seeing more consumers starting to mix and match multiple styles on the ear, Midas saw an opportunity and put together a collection of singles—a lonely-hearts club of studs, if you will.
“My wife is very fashion forward, and for the first time last year she got two more piercings on her ears so she could wear more of all these little elements,” says Samuel. “The layering of jewelry has become very popular, and earrings are no different. Midas has sold these earrings as pairs for many years, and it became a trend to do mixing and matching of assorted styles.”
Mates debuted in Midas’ massive print catalog in 2014, and its newly released 2015 catalog features an enhanced offering of the solo studs. There are 26 half pairs in 14k gold with diamonds and 52 half pairs in sterling silver with CZ, all made in Midas’ factory in Turkey. Gold styles came first, and then retailers asked for more affordable identical looks, so Midas unveiled silver and CZ numbers (including initials). Motifs include butterflies, the word love, horseshoes, and even some ear climbers. Midas also provides retailers with a special display—a wedge form—that holds more than 20 earrings and has a compartment that can contain even more. To date, about 1,000 of Midas’ retail accounts sell Mates. Retail prices start at $136 for gold and $27 in silver.
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