Do-It-Yourself Design: A Growth Market

Note: This is the second in a three-part series. For Part 1, "The case for custom design," see JCK, May 1996. In an increasingly competitive marketplace, more and more retail jewelers find custom design a way to offer a unique and value-added service. But an informal JCK poll suggests this proliferation of custom-designed product hasn't hurt designers' or major manufacturers' sales of finished jewelry. Manufacturers such as Carla Corp., Andin International, DiLaro, I.B. Goodman, Andrew Meyer Jewelry and others say their sales haven't suffered. In fact, Andrew Meyer, president of the company that bears his name, says jewelers who do some of their own manufacturing make better customers because they understand the problems manufacturers face. Judith Conway agrees with Meyer that retailers who make some jewelry are more understanding customers. Aya Azrielant, president of Andin Intern
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