How to Stock the Trends

Keep your store filled with straight-from-the-runway jewels by training your eye—and listening to your clients Many fine jewelers are squeamish about stocking trendy styles. Trends, by nature, flame out—so investing in any “hot” look comes with a degree of risk. But adding a smattering of trendy pieces to a collection of largely classic styles can, when executed smartly, increase your brand’s consumer reach and boost your bottom line.  Amanda Gizzi, director of public relations and special events for Jewelers of America, says she feels jewelers are “missing out” by ignoring trends. “The whole idea of carrying trends is to break away from what I call ‘occasion buying’ in jewelry, and attract seasonal fashion shoppers.” Because chasing every trend that drifts into vogue is not a great strategy, we asked Gizzi to share her tips for how retailers can filter out the

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