Christmastime in a jewelry store is like no other time of the year. Sure, we do a lot more business and like any other retail store it is a make or break time of year for the company. But there is much more to it than that. There is something almost magical that envelops the store this time of year that is difficult to describe.
The decorations, music, laughter of a customer and sales associate as they chat, the wide-eyed look on a child as her father says, “Now, not a word to Mommy about this,” all just seem to come together in a way that to me is, well, magical.
Around Thanksgiving, for the first time, all the new and exciting jewelry that we started designing, crafting and buying in the heat of summer is all carefully arranged and laid out in the display cases for all to see. All the hard work by myself, my wife Jody and our staff comes together and I often have thought that we are as excited, if not more so, than our customers.
Yvonne DiVita, my blog mentor, was in the store the other day and I was showing her all the new jewelry we had (and as usual getting all worked up about it) when she asked me what I thought was going to be the hot items for Christmas. Now this is always a tough question in early December, you never really know until the 25th what is going to be the most popular jewelry pieces and every year there is at least one surprise that no one saw coming, but there are a few hints and I thought it would make a fun post.
Certainly, the DeBeers Journey jewelry will be a big hit this season, along with diamond line (tennis) bracelets which are making a come back. Demand for colored gem jewelry is also growing again, which to me is great because I love colored gems.
In our store the Warner Brothers Tweety Collection, which is the first ever fine jewelry collection featuring and inspired by the lovable, wide-eyed yellow fashion icon, Tweety. Bright yellow sapphires and sparkling diamonds bring Tweety to life in a fun, fresh and exciting collection of earrings, charms, bracelets and pendants. We are proud to be the exclusive dealers in Western New York.
Our Corsage Collection of custom cut interlocking diamonds is absolutely amazing. Utilizing the finest in precision technology these diamonds are cut to tolerances of one-millionth of and inch. The results are the most brilliant and beautifully crafted invisible set of jewelry I have ever seen.
Also very popular is a line of hand made gold earrings by a wonderful family of artisans in Vermont. Past, Present and Future Diamond jewelry is still very strong, especially if it has a little twist.
Well, I had some fun making predictions and will let you know what the “surprise” will be for the season.
Till then that’s how I see the world of jewelry for Rochester, NY.
David West Nytch CGA www.westandcompany.com