Look Book

thejewelrybook.com | 27 2020, according to the US Census Bu- reau – up 25% € over the past decade. And, in a McKinsey report, the State of Fashion: Watches and Jewelry in 2021, estimated global sales are expected to grow from 13% to 21% by 2025, with about 80% of those sales coming from physical stores. An in ux of retail jewelry innovation include New York's Ame, Alison Lou, Aurate, Eva Fehren and Mikimoto's Manhattan agship to Atlanta's Kim- berly McDonald, Boston's Tina Smith Jewelry, Chicago's Adornment and • eory, New Orleans, M.S. Rau Jewels and Santa Monica's Goddess Den. • ese stores carry the same "reinvention policy" catering to an omnichannel cus- tomer experience. € De• ned as a cross- platform communication and sales approach, "omnichannel" provides a seamless, and consistent customer expe- rience -from online to instore. Moving "screen shoppers" to in-store buyers, a silent invitation to touch and try-on is working. A salesperson hovering over a locked glass case is replaced with casual couch conversations leading to sales conversions. In these selling environ- ments, sitting on a sofa while sipping an espresso is as common as jewelry sel• es, higher ticket instore buys and height- ened retention. • is engaging one-on-one sales strat- egy isn't limited to lounge-like retail stores … forward-thinking hotels and resorts are following suit. For example, our own Nicole Bromstad is routinely invited to sell • ne jewelry from North- ern California's Four Seasons. • ese types of trunk shows are more like pri- vate pop-up stores and o- er bespoke shopping for business travelers and jew- elry loving vacationers. If you're thinking of this form of rein- vention, you may want to browse the examples o- ered. Review the synergy of these stores" online and in-store o- er- ings. Take note of the hands-on style of jewelry presentation and relaxing fur- nishings. And, consider the inviting aroma of a stout brewed cup of co- ee o- ered with biscotti as your new sales accoutrements. Dan Scott is a brand architect and founder of Luxe Licensing, a New York City / metro marketing and production agency with past and current clients including HarryWinston, Gucci, Crevoshay, Viacom, Pirelli and newly launched brands. Dan welcomes conversation, and may be reached through www.LuxeLicensing.com, @a_brand_architect dans@luxelicening.com or (201) 294 3697. In the Washington, D.C. area, shoppers now see an abundance of color and comfort via Shelter. Here, warm wood tones meet racy leather colors – a place where jewelry is brought to you on illuminated serving trays complete with vintage hand mirrors. Customers sit back and chat over jewelry while their fl uted glasses are fi lled with juicy sweet strawber- ries dancing in chilled spring water. PHOTO: SHELTER

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