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Prestige Promenade pearls and sweets

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56 www.thejewelrybook.com M I C H A E L O ' C O N N O R G E T Y O U R R O C K S O N How can retailers encourage men to begin wearing and collecting fi ne jewelry? Start offering younger men fi ne jewelry versions of the cool jewelry that is offered at the lower end stores. The stores that cater to men who are 15-20 years old, have walls and walls of men's jewelry (shells on leather, chains, cord bracelets) but when it comes to fi ne jewelry stores, there isn't a correlated step up that caters to men on the same scale. Give them choices. High and low price points… Your average jewelry store might offer a wedding band and maybe a pair of cuffl inks or two. Beef up the selection and show men there are other categories to consider. Cater to different personalities too. Don't just offer classics or bare minimums. Think of the edgy client, the young client with money. Young men have it made at PacSun, but what happens when he has a job, income, success in his career? He still wants to express his personality. Most jewelry stores force him to default to a watch to show his success and individual- ity. Give him other choices. Men today aren't limited by the dated stereotypes of the past few decades. There are a lot of celebrities – Brad Pitt, Johnny Depp, Terrence Howard – really mascu- line characters who star in action fi lms and dramas, who wear jewelry and wear it well. Sports stars too. Just think of the Super- bowl ring! These are the role models for your male clients. So market to them! I think that men are ripe for the marketing at this point. What is the best starter piece for a man? For years the watch was the best starter piece for a man but I don't know if it really is anymore. If he's young it's probly a chain. Open collars and v-neck tee shirts cry out for something bold. They are perfect real estate for jewelry. Depending on the material, it can be put on and never has to be taken off. Put it on and don't think about it – this has always been a great marketing ploy for men…even with watches: It takes a licking and keeps on ticking! If he's older, and knows his style, give him something to push the envelope. A state- ment bracelet is a great way to showcase his success and is familiar territory for a man who has worn a watch for years. Q: If you could encourage every man to have a six-piece jewelry wardrobe, what would it include? 1. A necklace. Either a chain by itself or a chain with a pendant to wear with open shirts or v-neck tees. 2. Bracelets are easy to wear and make a bold impact. They come in so many styles and range from rugged to formal. 3. Any ring that is not a wedding band or a school ring. (By the way, one of my most important fashion tips: Men, you need to lose the school ring at a certain age!) 4. Certainly a watch. Despite being out- dated by technology, it does say something about you. Even if you default to using your phone for time, it's like a good pair of shoes. 5. The lapel pin. Something to add color or fl air to your lapel. Or use it to anchor your pocket square. 6. Cuffl inks are a staple. You need at least one fabulous pair. Not just brushed steel or platinum…something that has got some character to it! Who are some of your favorite brands for men? Designers to keep our eyes on? Mark Schneider. He's high-end and does very interesting stuff. John Ford does a lot with opals. In fact, I loaned his opal cuffl inks to Oscar winner David White (Mad Max) at the Academy Awards this year. It was a really great look! Edward Mirell is a company that does a lot of modern metals. I've used them for many celebrities – modern, edgy pieces that I per- sonally love. Deakin and Francis cuffl inks are great. From simple and classic to their more edgy choices – skulls and that sort of thing. Prince Dimitri also does stellar cuffl inks. Michael Beaudry and Isabel Fa are high-end designers who do specialized men's pieces. Jacob and Co is a good exam- ple of a company who does a fair amount of men's pieces and are worth watching. Michael Beaudry Deakin and Francis Mark Schneider John Ford

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