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and fashion rather than just telling the time, Winenger offers watches that are decorated with emblems of one’s hobbies or profession, or favorite sports teams or pet. Com- pared with traditional watches, these are, “less expensive, more of a costume jewelry for adults,” he says. “Customers like different colors that go with various outfi ts they wear during the week, versus having one real high-end watch that you wear all the time.” VLC’s Hickey agrees with
that trend. “Everyone has cell phones” he says. “Everyone has a different way to keep time. So
it’s defi nitely more of a fashion statement than it is a utilitarian piece of equipment.” And looking toward tradition-
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al jewelry, one popular style is the eternity circle, a sort of hoop on a necklace chain. Sun Fash- ion Designs’ Witek says that it remains popular, with more vari- ations. “The medium sized and large eternity circle was the fi rst version of the style to be popu- lar,” she says, “but now we see all shapes and sizes: small, me- dium, and large; circles, squares, ovals, rectangles and squares, and even geometric shapes; and with and without stones.” Witek also suggests larger hoop earrings and large, open link chains, in combinations of bracelet, double bracelet, and double length neck- lace, are also popular. Another style trend to watch: “The mo- torcycle/biker edgy look is still popular,” according to SalesOne International’s Pineta.
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One key to good margins is how the customer perceives the prod- uct. “The better your display, the more you get in value for your merchandise,” says Sterling For- est’s Kumar. “In a brand store, in a pretty looking store, retailers can get 500 percent, 700 percent markup, compared with 100 to 200 percent markup in a mom and pop store. The display part of it makes a lot of difference.” According to Dinesh Kumar,
one way to get a good return on metals less precious than gold is to make them seem upscale in continued on page 72
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