The Velvet Goldmine

A New Jersey Retailer Goes Deep (Discount)As the former CEO of both Ebel USA and Maurice Lacroix, Randi Shinske knows how to run a luxury business. So when she hinted to JCK in the spring about plans to open another, the announcement was not a surprise. But the details—a retail store offering tony jewelry and watch brands at prices way below retail—were as shocking as a sale at Van Cleef & Arpels. Shinske recently opened Red Velvet Luxe in Ridgewood, N.J., a 950-square-foot store featuring names like Raymond Weil and Charles Krypell with tags marked 40 to 70 percent off the original retail price. “We show the original retail from the manufacturer and then our discounted price,” explains Shinske. Not surprisingly, consumer reaction has been “tremendous.”The idea is equal parts outlet store and online sample sale (think Rue La La, Gilt Groupe, HauteLook). The interior

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