Make Sure Your Store Is Stocked With Plenty of Chains This Season



If you’ve been watching the runways of NYFW 2019 to catch a glimpse of some epic jewelry looks, there’s no way you could possibly be disappointed.

Image via: @bronxandbanco

Jewelry seems to have been a huge focal point in many of this year’s shows, with styles such as hoops—chic gold huggies at Jason Wu, extra large neon knockouts at Jeremy Scott—and statement necklaces, such as the Southwest-inspired pieces at Bronx and Banco to the golden confections at Pyer Moss.

One of the splashiest styles to dominate the runways, however, was the humble chain, an item you most likely already have in your store in various forms, just waiting for a wave of fresh perspective.

Indeed, varied perspectives on the chain were abundant during fashion week. There was something incredible everywhere you looked.

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Image via: @victoriahayescollection

Victoria Hayes piled on thick layers of Swarovski chain necklaces in silver, dangling colored gems like raindrops in black and blue, while Laurence & Chico dangled a line of chains from the ears of some of their models; on others, ginormous chains served as adornment and to anchor bags and hats.

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AREA SS20 | Look 1 #areanyc

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Image via: @area

I Love Pretty had models sashaying down the runway in chain-adorned belts and bags, and some of its creations incorporated chains into the design. The New York–based Area had everyone talking with its amazing adornments, not only with its nameplate chains gracing models in heaping swaths, but for its crystal-accented fringe-style chains glued to some of their faces.

Kavant and Sharart Origami Link No.5 necklace
Link No.5 Origami necklace in 18k yellow gold with diamonds, $7,260; Kavant & Sharart
Sheetal Diamonds chain link bracelet
Chain-link bracelet in 10k yellow gold with 4.5 cts. t.w. diamonds, price on request; Sheetal Diamonds

While the chain-link style seems to be the hit of the party, don’t hesitate to spotlight all manner of chains in your store, taking a maximalist approach by piling them all together on one (maybe two) mega displays. Show your customers how you can create a major look by layering styles in all widths, lengths, and materials, giving them a chance to play with your stock and create their own neck parties.

KR Diamonds chain necklace
Necklace in platinum with 5.17 cts. t.w. oval, 3.76 cts. t.w. round, and 0.8 ct. t.w. princess-cut diamonds, $36,650; KR Diamonds
Shy Creation diamond link bracelet
Link bracelet in white gold with diamonds, price on request; Shy Creation
Thuja Jewels oxidized chain bracelet
Chain bracelet in oxidized silver with turquoise bead, €610 ($674); Thuja Jewels
Single Stone Club bracelet
Club bracelet in 18k yellow gold, $5,600 (charms sold separately); Single Stone
Maya Brenner 3 letter necklace
3 Letter necklace in 14k rose gold, $360; Maya Brenner
Zoe Chicco Chubby bar necklace
Chubby bar necklace in 14k yellow gold with 0.06 ct. marquise diamond, $1,050; Zoë Chicco

That’s if you want to embody the runways, which are always open to your own interpretation. For a more reasonable, everyday look, group a lineup of slender, sparkling chain necklaces together, or even just show how a single strand can have an impact on anyone’s ensemble. Wrap a necklace around a wrist several times. Bring out your chain-link wristbands for watches.

Millapani Luna earring
Luna earring in 18k white gold with green sapphires, $3,150 (sold as a single); Millapani
Polly Wales Forbidden City skull necklace
Forbidden City skull necklace in 18k yellow gold with 0.635 ct. t.w. sapphires and pearls, $6,160; Polly Wales

And then, of course, stock something new. Seek fringed earrings dangling with chain-like rows, dotted with gemstones or without (diamond-cut chains give off plenty of sparkle without the cost, for a budget-friendly offering).

Most retail stores aren’t strangers to chain jewelry—it’s an enduring style that is most often stocked in some capacity—but this time around, it’s gaining attention for its part in building statement-making looks. Take advantage just in time for the holiday season!

Top: One-of-a-kind Trigon necklace in 18k yellow gold and oxidized silver with 0.1 ct. t.w. diamonds, $4,565; Sarah Graham Metalsmithing

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