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Trends Brighter continued from page 72
try us on a counter, and it’s not successful,” he says. “Typically people are waiting on line at a counter to pay for the merchan- dise. They aren’t going to get up to the counter and start shopping for jewelry. The counter is for im- pulse items. Jewelry needs to be on a fl oor display.” Echoing that emphasis on
grouping similar products, Kay Import’s Chang suggests putting all the same color jewelry togeth- er. “That way, when shoppers buy a purse or shoes, they can match the colors,” he says. “A lot of black ladies do that. They try to match the earrings with shoes, earrings with necklaces. They like match- ing colors.” He also suggests putting the silver on one side, the gold on the other, and the colored stuff in between. Each section then tells the, “strong story,” that St. Pierre describes.
Low Prices, Not Low Quality
Keeping prices down is a re- peated theme one hears from these wholesale experts. “I’m hearing a lot of customers are fi nding it tough out there,” says Phillips International’s St. Pierre, “but luckily for us we are selling retail jewelry at price points of $9.99 and under, and that has been key. Our customers are fl at- to-up with our line. They may be suffering in other areas. The people who are out there looking for souvenirs on a family vacation continued on page 76
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