Look Book

31 www.thejewelrybook.com Fashion is one of those amazing things that will never go away. It will always be there, steadfast and true, and documented throughout history. Style, synonymous with fashion, its very essence, will always embrace 'change' and change is the one singular certainty that we know we can count on with time. And good for us that fashion happens to work on that same clock, as jewelry follows fash- ion. It will always be there, ever-present, and always changing. What is going away are the traditional ways we romance the customer into our workplace. It's time to think not of what our customer can do for us but rather what we can do for our customer! So how do we create an 'experience'? As we know for certain, as Grace Ormonde so elegantly expressed, "being in love never goes out of style." I can't imagine a world that doesn't embrace the solemn tradition of marriage – pledging devotion – and believe this generation not to be exempt. The bridal industry is as relevant to this generation as General Mills Food Company was to the Baby Boomers. Marketers scrambled to create the 'expe- rience' of delivering convenience foods to a post- war generation of Boomers pressed for time as never before, with women entering the workplace while juggling raising a family. The concept of brands acquiring real estate in grocery aisles and visual merchandising driving the sale – all at the point-of-sale – was born unto the Baby Boomer generation. Think 'product placement' emerging on grocery store shelves, vying for space, and brands permeating the American psyche. So how do we entice this new generation into our 'brick and mortars' or to seek out our brands online? Today negotiating space in retail stores to have visual presence is simply not enough to increase the traffi c in our stores. Instant gratifi ca- tion is acquired by consumers with a few clicks, and seemingly instant deliveries to their home have made it easy to avoid the malls – and stores along the boulevard. Social Media is morphing at warp speed and we scramble to keep presence in the palm of the viewer's hand. But… a few clicks for selecting one of the most meaningful purchases they will make in their entire life? With so much thought going into the initial step of a proposal, it's hard to imagine anyone acquiring the very symbol of his/her devotion with a simple click. Couples will always take the time to seek out a reputable source for this lifelong symbolic treasure, the very testament to their love. T H E R O M A N C E B E H I N D T H E R I N G Bella's Love Emerald-Cut Bella's Love Lina Wedding Band Bella's Love Lina

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