11-year-old sells jewelry at Farmers Market

The 11-year-old rocks a streak of blue dye in her blondish hair and has a soft spot for lime-green shoes. Cassie also has a social conscience: A couple of weeks ago, she started selling homemade jewelry at Steamboat Springs’ weekly Farmers Market for charity. Her profits will go to St. Jude Children’s Research Hospital and the American Heart Association.

She sports her own beaded hemp creations, which she says she can whip up in about five minutes apiece. Cassie lets creativity be her guide. Rules? She’s got only one: “It kind of has to match. I wouldn’t put something on that didn’t match.”

Cassie learned how to make the necklaces and bracelets at her birthday party in December. Before she started selling the accessories at the market, she and a co-entrepreneur tried to market their wares.

“A friend of mine comes in every now and then from Tennessee for the summer,” she said. “We would go around our neighborhood with a wagon — door to door — and that didn’t work so well. We kept trying to find a better way to sell it.”

She decided to go the charitable route.

St. Jude’s was a favorite cause of Cassie’s grandmother, Patsy Wilhelm, who died nearly a year ago. Wilhelm often participated in Saddle Up for St. Jude. The horseback ride raises funds for the hospital, which is in Memphis, Tenn.

Patsy Wilhelm “had a special place in her heart for St. Jude’s,” partly because it doesn’t turn children away if their families cannot pay for care, said Cassie’s mother, Rebecca Wilhelm.

Cassie also chose the American Heart Association because she had heard about it through the Jump Rope for Heart program at her school, Strawberry Park Elementary School.

At the Farmers Market on Sixth Street, Cassie has done well, Rebecca Wilhelm said. She has set up her booth only once so far, on July 19, but raised nearly $40. Her jewelry sells for $1 to $3.

“We have a very generous town,” said Rebecca Wilhelm, who accompanied her daughter but said she stayed in the background.

Better all the time

Cassie calls her business Little Art DBA (doing business as) Tangles and Knots, and she also sells decorated picture frames, canvas bags and other crafts. Tracy Barnett, program manager of Mainstreet Steamboat Springs, waives the $35 booth fee for Cassie.

Cassie’s first day was a hot one, Barnett recalled.

“She didn’t have a tent or an umbrella, so she bought one of these giant floppy hats,” Barnett said. “She was so cute.”

Cassie, who intends to take along an umbrella next weekend, also accepts donations at her booth. Her family planned to spend this weekend at Steamboat Lake, but she said she would set up shop next week. The market runs from 8 a.m. to 2 p.m. Saturdays and goes through Labor Day weekend.

The soon-to-be-sixth-grader said she buys her supplies at Wal-Mart, practically for peanuts. The craft aisle there is one of her favorite spots.

“Hemp and beads come pretty cheap,” Cassie said. “I can get 100 yards for $3 or $4, so I usually take about $15 and get all that stuff.”

She constantly is improving her craft.

“I have found better ways to tie knots, better things to put on, better ways to invest,” Cassie said.

“She’s my little entrepreneur,” Rebecca Wilhelm said.

Cassie’s interests go beyond fashion. She spends her spare time on the family ranch playing mandolin, violin and piano; reading; riding horses and playing with her pets. The family has horses and dogs, but Cassie’s eyes lit up when she talked about the reptiles — though her dad, Rick, won’t let her get a snake.

She loves her bearded dragons, Elvis and Jimmy, and Poseidon, the family’s banana snail. Poseidon originally was supposed to be food for the blue-tailed skink that belongs to her 8-year-old brother, R.J.

R.J. isn’t interested in being a part of the hemp jewelry industry.

“R.J. is a bona fide cowboy,” Rebecca Wilhelm noted.

“And boys don’t wear bracelets,” Cassie chimed in.

But Cassie loves what she’s doing and plans to stay involved in philanthropy.

“I really like making the things,” she said. “That’s my favorite part. And the charities, of course. It makes you feel good.”
Source: steamboatpilot

11-year-old sells jewelry at Farmers Market

The 11-year-old rocks a streak of blue dye in her blondish hair and has a soft spot for lime-green shoes. Cassie also has a social conscience: A couple of weeks ago, she started selling homemade jewelry at Steamboat Springs’ weekly Farmers Market for charity. Her profits will go to St. Jude Children’s Research Hospital and the American Heart Association.

She sports her own beaded hemp creations, which she says she can whip up in about five minutes apiece. Cassie lets creativity be her guide. Rules? She’s got only one: “It kind of has to match. I wouldn’t put something on that didn’t match.”

Cassie learned how to make the necklaces and bracelets at her birthday party in December. Before she started selling the accessories at the market, she and a co-entrepreneur tried to market their wares.

“A friend of mine comes in every now and then from Tennessee for the summer,” she said. “We would go around our neighborhood with a wagon — door to door — and that didn’t work so well. We kept trying to find a better way to sell it.”

She decided to go the charitable route.

St. Jude’s was a favorite cause of Cassie’s grandmother, Patsy Wilhelm, who died nearly a year ago. Wilhelm often participated in Saddle Up for St. Jude. The horseback ride raises funds for the hospital, which is in Memphis, Tenn.

Patsy Wilhelm “had a special place in her heart for St. Jude’s,” partly because it doesn’t turn children away if their families cannot pay for care, said Cassie’s mother, Rebecca Wilhelm.

Cassie also chose the American Heart Association because she had heard about it through the Jump Rope for Heart program at her school, Strawberry Park Elementary School.

At the Farmers Market on Sixth Street, Cassie has done well, Rebecca Wilhelm said. She has set up her booth only once so far, on July 19, but raised nearly $40. Her jewelry sells for $1 to $3.

“We have a very generous town,” said Rebecca Wilhelm, who accompanied her daughter but said she stayed in the background.

Better all the time

Cassie calls her business Little Art DBA (doing business as) Tangles and Knots, and she also sells decorated picture frames, canvas bags and other crafts. Tracy Barnett, program manager of Mainstreet Steamboat Springs, waives the $35 booth fee for Cassie.

Cassie’s first day was a hot one, Barnett recalled.

“She didn’t have a tent or an umbrella, so she bought one of these giant floppy hats,” Barnett said. “She was so cute.”

Cassie, who intends to take along an umbrella next weekend, also accepts donations at her booth. Her family planned to spend this weekend at Steamboat Lake, but she said she would set up shop next week. The market runs from 8 a.m. to 2 p.m. Saturdays and goes through Labor Day weekend.

The soon-to-be-sixth-grader said she buys her supplies at Wal-Mart, practically for peanuts. The craft aisle there is one of her favorite spots.

“Hemp and beads come pretty cheap,” Cassie said. “I can get 100 yards for $3 or $4, so I usually take about $15 and get all that stuff.”

She constantly is improving her craft.

“I have found better ways to tie knots, better things to put on, better ways to invest,” Cassie said.

“She’s my little entrepreneur,” Rebecca Wilhelm said.

Cassie’s interests go beyond fashion. She spends her spare time on the family ranch playing mandolin, violin and piano; reading; riding horses and playing with her pets. The family has horses and dogs, but Cassie’s eyes lit up when she talked about the reptiles — though her dad, Rick, won’t let her get a snake.

She loves her bearded dragons, Elvis and Jimmy, and Poseidon, the family’s banana snail. Poseidon originally was supposed to be food for the blue-tailed skink that belongs to her 8-year-old brother, R.J.

R.J. isn’t interested in being a part of the hemp jewelry industry.

“R.J. is a bona fide cowboy,” Rebecca Wilhelm noted.

“And boys don’t wear bracelets,” Cassie chimed in.

But Cassie loves what she’s doing and plans to stay involved in philanthropy.

“I really like making the things,” she said. “That’s my favorite part. And the charities, of course. It makes you feel good.”
Source: steamboatpilot

11-year-old sells jewelry at Farmers Market

The 11-year-old rocks a streak of blue dye in her blondish hair and has a soft spot for lime-green shoes. Cassie also has a social conscience: A couple of weeks ago, she started selling homemade jewelry at Steamboat Springs’ weekly Farmers Market for charity. Her profits will go to St. Jude Children’s Research Hospital and the American Heart Association.

She sports her own beaded hemp creations, which she says she can whip up in about five minutes apiece. Cassie lets creativity be her guide. Rules? She’s got only one: “It kind of has to match. I wouldn’t put something on that didn’t match.”

Cassie learned how to make the necklaces and bracelets at her birthday party in December. Before she started selling the accessories at the market, she and a co-entrepreneur tried to market their wares.

“A friend of mine comes in every now and then from Tennessee for the summer,” she said. “We would go around our neighborhood with a wagon — door to door — and that didn’t work so well. We kept trying to find a better way to sell it.”

She decided to go the charitable route.

St. Jude’s was a favorite cause of Cassie’s grandmother, Patsy Wilhelm, who died nearly a year ago. Wilhelm often participated in Saddle Up for St. Jude. The horseback ride raises funds for the hospital, which is in Memphis, Tenn.

Patsy Wilhelm “had a special place in her heart for St. Jude’s,” partly because it doesn’t turn children away if their families cannot pay for care, said Cassie’s mother, Rebecca Wilhelm.

Cassie also chose the American Heart Association because she had heard about it through the Jump Rope for Heart program at her school, Strawberry Park Elementary School.

At the Farmers Market on Sixth Street, Cassie has done well, Rebecca Wilhelm said. She has set up her booth only once so far, on July 19, but raised nearly $40. Her jewelry sells for $1 to $3.

“We have a very generous town,” said Rebecca Wilhelm, who accompanied her daughter but said she stayed in the background.

Better all the time

Cassie calls her business Little Art DBA (doing business as) Tangles and Knots, and she also sells decorated picture frames, canvas bags and other crafts. Tracy Barnett, program manager of Mainstreet Steamboat Springs, waives the $35 booth fee for Cassie.

Cassie’s first day was a hot one, Barnett recalled.

“She didn’t have a tent or an umbrella, so she bought one of these giant floppy hats,” Barnett said. “She was so cute.”

Cassie, who intends to take along an umbrella next weekend, also accepts donations at her booth. Her family planned to spend this weekend at Steamboat Lake, but she said she would set up shop next week. The market runs from 8 a.m. to 2 p.m. Saturdays and goes through Labor Day weekend.

The soon-to-be-sixth-grader said she buys her supplies at Wal-Mart, practically for peanuts. The craft aisle there is one of her favorite spots.

“Hemp and beads come pretty cheap,” Cassie said. “I can get 100 yards for $3 or $4, so I usually take about $15 and get all that stuff.”

She constantly is improving her craft.

“I have found better ways to tie knots, better things to put on, better ways to invest,” Cassie said.

“She’s my little entrepreneur,” Rebecca Wilhelm said.

Cassie’s interests go beyond fashion. She spends her spare time on the family ranch playing mandolin, violin and piano; reading; riding horses and playing with her pets. The family has horses and dogs, but Cassie’s eyes lit up when she talked about the reptiles — though her dad, Rick, won’t let her get a snake.

She loves her bearded dragons, Elvis and Jimmy, and Poseidon, the family’s banana snail. Poseidon originally was supposed to be food for the blue-tailed skink that belongs to her 8-year-old brother, R.J.

R.J. isn’t interested in being a part of the hemp jewelry industry.

“R.J. is a bona fide cowboy,” Rebecca Wilhelm noted.

“And boys don’t wear bracelets,” Cassie chimed in.

But Cassie loves what she’s doing and plans to stay involved in philanthropy.

“I really like making the things,” she said. “That’s my favorite part. And the charities, of course. It makes you feel good.”
Source: steamboatpilot

What jewelry do consumers own?

Gold jewelry, like this necklace by designer Marco Bicego, ranked highest for type of jewelry owned, with 80 percent of respondents saying they own some sort of jewelry made of gold.

When it comes to consumers and their jewelry, Madison Avenue has it right: There is more meaning to that diamond, gold or gemstone piece than its cost or how much it sparkles.

Even as many women consider jewelry a great fashion accessory, there is still a strong link between the pieces of jewelry they own and the story behind each one.

"I have several pieces that have special meaning to me," says Audra Perks, 26, of San Antonio. "One would be the most expensive ring I own—a three-stone diamond ring. It was a ring that I had wanted for a long time, and my husband purchased it as a Mother's Day/birthday/anniversary gift."

Perks also cites her engagement ring, which she says her husband purchased when he graduated from basic training for the Air Force. He proposed that same weekend.

"It's a very small diamond, but it means a lot to me," she says.

Perks was one of nearly 650 female consumers who responded to National Jeweler's Exclusive Consumer Jewelry Ownership Survey.

Sentiment is also key for Misty King, 21, of Aurora, Ind.

"If it was not given to me or bought for emotional or sentimental reasons, I just never tend to wear it," King says.

In addition to the emotional value, Perks says she appreciates the beauty and style of jewelry.

"I consider myself to be a big jewelry person but, of course, I can't really afford a lot of it or buy very expensive pieces," Perks says. "My favorite type of jewelry is a ring. I have been known to wear eight or more at a time, sometimes three on one finger. I just can't pick between them sometimes."

She says the reason her husband combined the three-stone purchase into one gift was because it was pricey (about $1,500) for the single-income family.

In fact, a little more than half of the consumers surveyed said the most expensive fine watch or piece of jewelry they own costs less than $1,000, with 23 percent noting their priciest piece costs less than $250. Thirteen percent said their most expensive jewel costs between $1,000 and $2,000, while 10 percent said between $2,000 and $3,500, and eight percent said between $3,500 and $5,000.

In terms of total value of their fine jewelry and watches, around a third (33 percent) of consumers surveyed placed it at less than $1,000. Twenty-seven percent said the value was in the range of $1,000 to $5,000, while 16 percent said between $5,000 and $10,000, and 10 percent said between $10,000 and $25,000 total.

The numbers diminish as one gets into the higher price ranges, with around five percent of consumers reporting that the total value of their fine jewelry is over $25,000.

Factors including household income level, marital status and age played a role in the value of individual pieces and the total collection.

Just 3 percent of respondents said they own palladium jewelry, but it could be a good margin opportunity for budget-conscious consumers. Here, a matching bridal set with HI1 diamonds from Hoover and Strong, available as a semi-mount set with 0.25 carats of diamonds; suggested retail price is about $760.

And it's no wonder the bridal business remains crucial, given the correlation between marital status and the most expensive jewelry owned. While nearly 38 percent of single consumers said their most expensive item costs under $250, more than half of married respondents owned jewelry worth $1,000 or more.

The top three items in terms of ownership were rings, necklaces and earrings. Rings, owned by 83 percent of respondents, were the most popular jewelry item overall. Seventy-three percent of respondents said they own necklaces and 68 percent own earrings. Bracelets came in fourth, with about half of respondents citing wrist jewelry and 36 percent citing watches.

Among types of jewelry, gold reigned supreme, with 80 percent of respondents saying they own pieces made of the metal. Diamond jewelry was next, with 66 percent, followed by silver jewelry (63 percent), colored gemstone jewelry (51 percent) and pearl jewelry (40 percent).

"I have many gold rings, some of them with diamonds, some with other gemstones, and a few that are just gold," Perks says. She adds that her favorite metal tone is rose gold.

Among King's jewelry possessions are a gold solitaire diamond ring, a gold and cubic zirconium ring and gold earrings.

Marisol Diestro, 30, who lives in orlando, Fla., says she owns some gold and silver, but that pearl jewelry is her favorite.

"I own a lot of pearl jewelry, with and without diamonds," Diestro says. "I love pearls because it is my birthstone, so I always want pearl jewelry."

Despite the ubiquity of chain stores, big-box stores and the Internet, about half of respondents said they buy or receive jewelry from independent stores. Thirty-eight percent cited chains, while 27 percent said department stores. Less popular (though not insignificant) were online and department stores, with 10 percent of respondents citing each.

Convenience is a big factor in terms of where consumers shop for jewelry.

"I don't really shop for jewelry, but my husband always shops at Jared [The Galleria Of Jewelry] because they have a great playroom for the kids and a really good earring selection," says Cindi Munroe of Clearwater, Fla. "He puts the kids in the playroom and he shops in peace. They all love going there."

Cost is another key consideration, especially for jewelry consumers with less discretionary income.

"I like buying a lot of jewelry online because I like having personalized pieces and I can usually find some great items online," Perks says.

She adds that she also likes chains such as Zales and Kay Jewelers, but finds that independent stores tend to charge more than she can afford.

That's also an issue for full-time student Eileen Mancha, 23, of Antioch, Calif., who says she buys jewelry online.

Mancha says she follows fashion jewelry trends and hopes to acquire jewelry from designers such as David Yurman, Bulgari and De Beers, as well as items such as Cartier's "Love" bracelet. A few years back, she bought herself a silver Tiffany and Co. bracelet, a category that's been extremely popular for the retailer.

In terms of ownership, rings topped the list, with 83 percent of respondents saying they own some type of ring. Silver jewelry, like this ring with attached star from Montblanc, is a popular category too, owned by 63 percent of those surveyed.

Tiffany was also the most popular jewelry brand among respondents in terms of both ownership and desire, cited by 43 percent of those who own designer jewelry brands. The next most prevalent brand was Gucci, owned by 20 percent of respondents.

More than half of those interested in acquiring designer brands said they wanted Tiffany and Co. jewelry. Respondents also cited Cartier (45 percent), Chanel (28 percent), Gucci (27 percent), Dior (25 percent), Harry Winston (24 percent) and De Beers (23 percent).

Notwithstanding these well-known brands and designers, including David Yurman, Scott Kay and Roberto Coin, consumers still seem to be less interested in jewelry brands overall. Almost 70 percent of respondents said they don't have any branded jewelry, and 60 percent said they didn't wish to own any.

Jewelry fashion quotient Even if jewelry brands haven't quite broken through for the average consumer, some are making progress, and women are definitely receptive to fashion jewelry.

Mancha says she likes to wear jewelry to accessorize outfits. In terms of what she likes, she says she's usually inspired by jewelry that she sees while flipping through women's magazines such as Cosmopolitan or Elle.

Finding jewelry that works with her wardrobe is also key for Mt. Vernon, Ohio, resident and teacher Anne Marie orr, 38, who says she buys or receives jewelry about once every couple of months.

"I like to have different colors and styles for different outfits. I think jewelry can make an outfit really stand out," she says.

Unlike Mancha, orr says she's not interested in designer or trendy jewelry and prefers traditional pieces.

Among the items she owns are platinum, sterling silver, diamonds, gemstones and rubies. On her wish list are sterling silver hoop earrings and emerald or sapphire rings with platinum.

"I like to purchase jewelry that will not go out of style and is functional for every day," she says.

Most wanted: Marketing and advertising campaigns like Journey diamond jewelry aside, consumers who responded to the survey were more interested in staple items when it comes to diamonds, and they are seeking color in a big way.

Of the jewelry they would most like to acquire across different jewelry categories, here are some top items:

1. Emerald jewelry: 146 respondents
2. Diamond tennis bracelet(s): 132 respondents
3. Gemstone necklace(s): 130 respondents
4. Gemstone drop earrings: 124 respondents
5. (tie) Diamond stud earrings, larger than a half carat each: 116 respondents
5. (tie) Gold earrings: 116 respondents
6. Sapphire jewelry: 114 respondents
7. Diamond drop earrings: 113 respondents
8. Platinum non-bridal ring(s): 110 respondents
9. Engagement ring: 105 respondents
10. Gemstone non-bridal ring(s): 104 respondents

Top three most-wanted brands:

1. Tiffany and Co.: 137 respondents
2. Cartier: 117 respondents
3. Chanel: 72 respondents

Most-wanted fine watches:

1. Dress watch: 117 respondents
2. Diamond watch: 112 respondents
3. Casual watch: 111 respondents

To download the complete National Jeweler Exclusive Consumer Jewelry Ownership Survey results, click here.
Source: nationaljewelernetwork

What jewelry do consumers own?

Gold jewelry, like this necklace by designer Marco Bicego, ranked highest for type of jewelry owned, with 80 percent of respondents saying they own some sort of jewelry made of gold.

When it comes to consumers and their jewelry, Madison Avenue has it right: There is more meaning to that diamond, gold or gemstone piece than its cost or how much it sparkles.

Even as many women consider jewelry a great fashion accessory, there is still a strong link between the pieces of jewelry they own and the story behind each one.

"I have several pieces that have special meaning to me," says Audra Perks, 26, of San Antonio. "One would be the most expensive ring I own—a three-stone diamond ring. It was a ring that I had wanted for a long time, and my husband purchased it as a Mother's Day/birthday/anniversary gift."

Perks also cites her engagement ring, which she says her husband purchased when he graduated from basic training for the Air Force. He proposed that same weekend.

"It's a very small diamond, but it means a lot to me," she says.

Perks was one of nearly 650 female consumers who responded to National Jeweler's Exclusive Consumer Jewelry Ownership Survey.

Sentiment is also key for Misty King, 21, of Aurora, Ind.

"If it was not given to me or bought for emotional or sentimental reasons, I just never tend to wear it," King says.

In addition to the emotional value, Perks says she appreciates the beauty and style of jewelry.

"I consider myself to be a big jewelry person but, of course, I can't really afford a lot of it or buy very expensive pieces," Perks says. "My favorite type of jewelry is a ring. I have been known to wear eight or more at a time, sometimes three on one finger. I just can't pick between them sometimes."

She says the reason her husband combined the three-stone purchase into one gift was because it was pricey (about $1,500) for the single-income family.

In fact, a little more than half of the consumers surveyed said the most expensive fine watch or piece of jewelry they own costs less than $1,000, with 23 percent noting their priciest piece costs less than $250. Thirteen percent said their most expensive jewel costs between $1,000 and $2,000, while 10 percent said between $2,000 and $3,500, and eight percent said between $3,500 and $5,000.

In terms of total value of their fine jewelry and watches, around a third (33 percent) of consumers surveyed placed it at less than $1,000. Twenty-seven percent said the value was in the range of $1,000 to $5,000, while 16 percent said between $5,000 and $10,000, and 10 percent said between $10,000 and $25,000 total.

The numbers diminish as one gets into the higher price ranges, with around five percent of consumers reporting that the total value of their fine jewelry is over $25,000.

Factors including household income level, marital status and age played a role in the value of individual pieces and the total collection.

Just 3 percent of respondents said they own palladium jewelry, but it could be a good margin opportunity for budget-conscious consumers. Here, a matching bridal set with HI1 diamonds from Hoover and Strong, available as a semi-mount set with 0.25 carats of diamonds; suggested retail price is about $760.

And it's no wonder the bridal business remains crucial, given the correlation between marital status and the most expensive jewelry owned. While nearly 38 percent of single consumers said their most expensive item costs under $250, more than half of married respondents owned jewelry worth $1,000 or more.

The top three items in terms of ownership were rings, necklaces and earrings. Rings, owned by 83 percent of respondents, were the most popular jewelry item overall. Seventy-three percent of respondents said they own necklaces and 68 percent own earrings. Bracelets came in fourth, with about half of respondents citing wrist jewelry and 36 percent citing watches.

Among types of jewelry, gold reigned supreme, with 80 percent of respondents saying they own pieces made of the metal. Diamond jewelry was next, with 66 percent, followed by silver jewelry (63 percent), colored gemstone jewelry (51 percent) and pearl jewelry (40 percent).

"I have many gold rings, some of them with diamonds, some with other gemstones, and a few that are just gold," Perks says. She adds that her favorite metal tone is rose gold.

Among King's jewelry possessions are a gold solitaire diamond ring, a gold and cubic zirconium ring and gold earrings.

Marisol Diestro, 30, who lives in orlando, Fla., says she owns some gold and silver, but that pearl jewelry is her favorite.

"I own a lot of pearl jewelry, with and without diamonds," Diestro says. "I love pearls because it is my birthstone, so I always want pearl jewelry."

Despite the ubiquity of chain stores, big-box stores and the Internet, about half of respondents said they buy or receive jewelry from independent stores. Thirty-eight percent cited chains, while 27 percent said department stores. Less popular (though not insignificant) were online and department stores, with 10 percent of respondents citing each.

Convenience is a big factor in terms of where consumers shop for jewelry.

"I don't really shop for jewelry, but my husband always shops at Jared [The Galleria Of Jewelry] because they have a great playroom for the kids and a really good earring selection," says Cindi Munroe of Clearwater, Fla. "He puts the kids in the playroom and he shops in peace. They all love going there."

Cost is another key consideration, especially for jewelry consumers with less discretionary income.

"I like buying a lot of jewelry online because I like having personalized pieces and I can usually find some great items online," Perks says.

She adds that she also likes chains such as Zales and Kay Jewelers, but finds that independent stores tend to charge more than she can afford.

That's also an issue for full-time student Eileen Mancha, 23, of Antioch, Calif., who says she buys jewelry online.

Mancha says she follows fashion jewelry trends and hopes to acquire jewelry from designers such as David Yurman, Bulgari and De Beers, as well as items such as Cartier's "Love" bracelet. A few years back, she bought herself a silver Tiffany and Co. bracelet, a category that's been extremely popular for the retailer.

In terms of ownership, rings topped the list, with 83 percent of respondents saying they own some type of ring. Silver jewelry, like this ring with attached star from Montblanc, is a popular category too, owned by 63 percent of those surveyed.

Tiffany was also the most popular jewelry brand among respondents in terms of both ownership and desire, cited by 43 percent of those who own designer jewelry brands. The next most prevalent brand was Gucci, owned by 20 percent of respondents.

More than half of those interested in acquiring designer brands said they wanted Tiffany and Co. jewelry. Respondents also cited Cartier (45 percent), Chanel (28 percent), Gucci (27 percent), Dior (25 percent), Harry Winston (24 percent) and De Beers (23 percent).

Notwithstanding these well-known brands and designers, including David Yurman, Scott Kay and Roberto Coin, consumers still seem to be less interested in jewelry brands overall. Almost 70 percent of respondents said they don't have any branded jewelry, and 60 percent said they didn't wish to own any.

Jewelry fashion quotient Even if jewelry brands haven't quite broken through for the average consumer, some are making progress, and women are definitely receptive to fashion jewelry.

Mancha says she likes to wear jewelry to accessorize outfits. In terms of what she likes, she says she's usually inspired by jewelry that she sees while flipping through women's magazines such as Cosmopolitan or Elle.

Finding jewelry that works with her wardrobe is also key for Mt. Vernon, Ohio, resident and teacher Anne Marie orr, 38, who says she buys or receives jewelry about once every couple of months.

"I like to have different colors and styles for different outfits. I think jewelry can make an outfit really stand out," she says.

Unlike Mancha, orr says she's not interested in designer or trendy jewelry and prefers traditional pieces.

Among the items she owns are platinum, sterling silver, diamonds, gemstones and rubies. On her wish list are sterling silver hoop earrings and emerald or sapphire rings with platinum.

"I like to purchase jewelry that will not go out of style and is functional for every day," she says.

Most wanted: Marketing and advertising campaigns like Journey diamond jewelry aside, consumers who responded to the survey were more interested in staple items when it comes to diamonds, and they are seeking color in a big way.

Of the jewelry they would most like to acquire across different jewelry categories, here are some top items:

1. Emerald jewelry: 146 respondents
2. Diamond tennis bracelet(s): 132 respondents
3. Gemstone necklace(s): 130 respondents
4. Gemstone drop earrings: 124 respondents
5. (tie) Diamond stud earrings, larger than a half carat each: 116 respondents
5. (tie) Gold earrings: 116 respondents
6. Sapphire jewelry: 114 respondents
7. Diamond drop earrings: 113 respondents
8. Platinum non-bridal ring(s): 110 respondents
9. Engagement ring: 105 respondents
10. Gemstone non-bridal ring(s): 104 respondents

Top three most-wanted brands:

1. Tiffany and Co.: 137 respondents
2. Cartier: 117 respondents
3. Chanel: 72 respondents

Most-wanted fine watches:

1. Dress watch: 117 respondents
2. Diamond watch: 112 respondents
3. Casual watch: 111 respondents

To download the complete National Jeweler Exclusive Consumer Jewelry Ownership Survey results, click here.
Source: nationaljewelernetwork

What jewelry do consumers own?

Gold jewelry, like this necklace by designer Marco Bicego, ranked highest for type of jewelry owned, with 80 percent of respondents saying they own some sort of jewelry made of gold.

When it comes to consumers and their jewelry, Madison Avenue has it right: There is more meaning to that diamond, gold or gemstone piece than its cost or how much it sparkles.

Even as many women consider jewelry a great fashion accessory, there is still a strong link between the pieces of jewelry they own and the story behind each one.

"I have several pieces that have special meaning to me," says Audra Perks, 26, of San Antonio. "One would be the most expensive ring I own—a three-stone diamond ring. It was a ring that I had wanted for a long time, and my husband purchased it as a Mother's Day/birthday/anniversary gift."

Perks also cites her engagement ring, which she says her husband purchased when he graduated from basic training for the Air Force. He proposed that same weekend.

"It's a very small diamond, but it means a lot to me," she says.

Perks was one of nearly 650 female consumers who responded to National Jeweler's Exclusive Consumer Jewelry Ownership Survey.

Sentiment is also key for Misty King, 21, of Aurora, Ind.

"If it was not given to me or bought for emotional or sentimental reasons, I just never tend to wear it," King says.

In addition to the emotional value, Perks says she appreciates the beauty and style of jewelry.

"I consider myself to be a big jewelry person but, of course, I can't really afford a lot of it or buy very expensive pieces," Perks says. "My favorite type of jewelry is a ring. I have been known to wear eight or more at a time, sometimes three on one finger. I just can't pick between them sometimes."

She says the reason her husband combined the three-stone purchase into one gift was because it was pricey (about $1,500) for the single-income family.

In fact, a little more than half of the consumers surveyed said the most expensive fine watch or piece of jewelry they own costs less than $1,000, with 23 percent noting their priciest piece costs less than $250. Thirteen percent said their most expensive jewel costs between $1,000 and $2,000, while 10 percent said between $2,000 and $3,500, and eight percent said between $3,500 and $5,000.

In terms of total value of their fine jewelry and watches, around a third (33 percent) of consumers surveyed placed it at less than $1,000. Twenty-seven percent said the value was in the range of $1,000 to $5,000, while 16 percent said between $5,000 and $10,000, and 10 percent said between $10,000 and $25,000 total.

The numbers diminish as one gets into the higher price ranges, with around five percent of consumers reporting that the total value of their fine jewelry is over $25,000.

Factors including household income level, marital status and age played a role in the value of individual pieces and the total collection.

Just 3 percent of respondents said they own palladium jewelry, but it could be a good margin opportunity for budget-conscious consumers. Here, a matching bridal set with HI1 diamonds from Hoover and Strong, available as a semi-mount set with 0.25 carats of diamonds; suggested retail price is about $760.

And it's no wonder the bridal business remains crucial, given the correlation between marital status and the most expensive jewelry owned. While nearly 38 percent of single consumers said their most expensive item costs under $250, more than half of married respondents owned jewelry worth $1,000 or more.

The top three items in terms of ownership were rings, necklaces and earrings. Rings, owned by 83 percent of respondents, were the most popular jewelry item overall. Seventy-three percent of respondents said they own necklaces and 68 percent own earrings. Bracelets came in fourth, with about half of respondents citing wrist jewelry and 36 percent citing watches.

Among types of jewelry, gold reigned supreme, with 80 percent of respondents saying they own pieces made of the metal. Diamond jewelry was next, with 66 percent, followed by silver jewelry (63 percent), colored gemstone jewelry (51 percent) and pearl jewelry (40 percent).

"I have many gold rings, some of them with diamonds, some with other gemstones, and a few that are just gold," Perks says. She adds that her favorite metal tone is rose gold.

Among King's jewelry possessions are a gold solitaire diamond ring, a gold and cubic zirconium ring and gold earrings.

Marisol Diestro, 30, who lives in orlando, Fla., says she owns some gold and silver, but that pearl jewelry is her favorite.

"I own a lot of pearl jewelry, with and without diamonds," Diestro says. "I love pearls because it is my birthstone, so I always want pearl jewelry."

Despite the ubiquity of chain stores, big-box stores and the Internet, about half of respondents said they buy or receive jewelry from independent stores. Thirty-eight percent cited chains, while 27 percent said department stores. Less popular (though not insignificant) were online and department stores, with 10 percent of respondents citing each.

Convenience is a big factor in terms of where consumers shop for jewelry.

"I don't really shop for jewelry, but my husband always shops at Jared [The Galleria Of Jewelry] because they have a great playroom for the kids and a really good earring selection," says Cindi Munroe of Clearwater, Fla. "He puts the kids in the playroom and he shops in peace. They all love going there."

Cost is another key consideration, especially for jewelry consumers with less discretionary income.

"I like buying a lot of jewelry online because I like having personalized pieces and I can usually find some great items online," Perks says.

She adds that she also likes chains such as Zales and Kay Jewelers, but finds that independent stores tend to charge more than she can afford.

That's also an issue for full-time student Eileen Mancha, 23, of Antioch, Calif., who says she buys jewelry online.

Mancha says she follows fashion jewelry trends and hopes to acquire jewelry from designers such as David Yurman, Bulgari and De Beers, as well as items such as Cartier's "Love" bracelet. A few years back, she bought herself a silver Tiffany and Co. bracelet, a category that's been extremely popular for the retailer.

In terms of ownership, rings topped the list, with 83 percent of respondents saying they own some type of ring. Silver jewelry, like this ring with attached star from Montblanc, is a popular category too, owned by 63 percent of those surveyed.

Tiffany was also the most popular jewelry brand among respondents in terms of both ownership and desire, cited by 43 percent of those who own designer jewelry brands. The next most prevalent brand was Gucci, owned by 20 percent of respondents.

More than half of those interested in acquiring designer brands said they wanted Tiffany and Co. jewelry. Respondents also cited Cartier (45 percent), Chanel (28 percent), Gucci (27 percent), Dior (25 percent), Harry Winston (24 percent) and De Beers (23 percent).

Notwithstanding these well-known brands and designers, including David Yurman, Scott Kay and Roberto Coin, consumers still seem to be less interested in jewelry brands overall. Almost 70 percent of respondents said they don't have any branded jewelry, and 60 percent said they didn't wish to own any.

Jewelry fashion quotient Even if jewelry brands haven't quite broken through for the average consumer, some are making progress, and women are definitely receptive to fashion jewelry.

Mancha says she likes to wear jewelry to accessorize outfits. In terms of what she likes, she says she's usually inspired by jewelry that she sees while flipping through women's magazines such as Cosmopolitan or Elle.

Finding jewelry that works with her wardrobe is also key for Mt. Vernon, Ohio, resident and teacher Anne Marie orr, 38, who says she buys or receives jewelry about once every couple of months.

"I like to have different colors and styles for different outfits. I think jewelry can make an outfit really stand out," she says.

Unlike Mancha, orr says she's not interested in designer or trendy jewelry and prefers traditional pieces.

Among the items she owns are platinum, sterling silver, diamonds, gemstones and rubies. On her wish list are sterling silver hoop earrings and emerald or sapphire rings with platinum.

"I like to purchase jewelry that will not go out of style and is functional for every day," she says.

Most wanted: Marketing and advertising campaigns like Journey diamond jewelry aside, consumers who responded to the survey were more interested in staple items when it comes to diamonds, and they are seeking color in a big way.

Of the jewelry they would most like to acquire across different jewelry categories, here are some top items:

1. Emerald jewelry: 146 respondents
2. Diamond tennis bracelet(s): 132 respondents
3. Gemstone necklace(s): 130 respondents
4. Gemstone drop earrings: 124 respondents
5. (tie) Diamond stud earrings, larger than a half carat each: 116 respondents
5. (tie) Gold earrings: 116 respondents
6. Sapphire jewelry: 114 respondents
7. Diamond drop earrings: 113 respondents
8. Platinum non-bridal ring(s): 110 respondents
9. Engagement ring: 105 respondents
10. Gemstone non-bridal ring(s): 104 respondents

Top three most-wanted brands:

1. Tiffany and Co.: 137 respondents
2. Cartier: 117 respondents
3. Chanel: 72 respondents

Most-wanted fine watches:

1. Dress watch: 117 respondents
2. Diamond watch: 112 respondents
3. Casual watch: 111 respondents

To download the complete National Jeweler Exclusive Consumer Jewelry Ownership Survey results, click here.
Source: nationaljewelernetwork

Wal-Mart to Sell Traceable Jewelry

Wal-Mart Stores, Inc. on Tuesday launched a new line of jewelry that will allow consumers to see online where their jewelry was mined and manufactured.

The Love, Earth jewelry line will be available at Wal-Mart stores, Sam’s Club locations, and on Walmart.com and Samsclub.com. The line being sold at Wal-Mart will feature 10k gold and sterling silver, and the Sam's Club line will include 14k gold and sterling silver. The collection is “designed to symbolize the Earth’s elements and based on the precepts of recycle, reduce, and respect,” the Bentonville-Ark.-based retailer said in a statement.

Wal-Mart says the new jewelry line marks a shift in how affordably-priced fine jewelry is produced and sold. The new line is the result of collaboration between Wal-Mart, Conservation International, a Washington, D.C.-based conservation group, and Wal-Mart’s supply chain partners, including: including Anglo-Australian mining company Rio Tinto, Denver-based gold producer Newmont Mining Corp., and Florida-based jewelry manufacturer Aurafin.

Rio Tinto, in its own statement about the jewelry program, said it will initially supply gold and silver for the jewelry line from its Kennecott Utah Copper Bingham Canyon Mine in Utah.

“Companies like Rio Tinto and Wal-Mart have an opportunity to change the way products are manufactured and used to reduce impacts on the environment and local communities,” said Andrew Harding, President, Kennecott Utah Copper.

Aurafin, a Richline Group, said in its own statement that the Love, Earth program is in line with its, "corporate goal, of being responsible to ethical, social, and environmental practices."

Wal-Mart said it “selected partners in the mining and jewelry manufacturing industries that already demonstrated environmental and social leadership.” During the next phase of the partnership, the retailer plans to expand the number of approved mining and manufacturing suppliers and introduce diamonds to the Love, Earth line.

Consumers can trace the path of their Love, Earth jewelry from mine to store by visiting www.loveearthinfo.com. In addition, on the Web site, they can learn about suppliers’ environmental and social programs and the standards used to select suppliers and ensure the entire process is more sustainable.

Wal-Mart said its Love, Earth is its first step toward having all of the gold, silver, and diamonds used in the jewelry sold in its Wal-Mart stores and Sam’s Club locations come from mines and manufacturers that meet Wal-Mart’s sustainability standards and criteria. The criteria address both environmental, human rights and community issues. By 2010, the retailer aims for at least 10 percent of its jewelry offerings to achieve these standards.

“Wal-Mart recognizes that our customers care about the quality of their jewelry and its potential impact on the world,” said Pam Mortensen, vice president and divisional merchandise manager for Wal-Mart.

“With its considerable influence, market reach and commitment to sustainability, Wal-Mart has brought together like-minded suppliers, mining companies and conservation partners to work together to build a traceable jewelry supply chain at an impressive scale,” said Assheton Stewart Carter, senior director of Business Policies and Practices at Conservation International. “We hope others in the jewelry industry will follow this leadership example and thus enable consumers to make simple choices that benefit the environment and mining communities when shopping for jewelry.”
Source: jckonline

Wal-Mart to Sell Traceable Jewelry

Wal-Mart Stores, Inc. on Tuesday launched a new line of jewelry that will allow consumers to see online where their jewelry was mined and manufactured.

The Love, Earth jewelry line will be available at Wal-Mart stores, Sam’s Club locations, and on Walmart.com and Samsclub.com. The line being sold at Wal-Mart will feature 10k gold and sterling silver, and the Sam's Club line will include 14k gold and sterling silver. The collection is “designed to symbolize the Earth’s elements and based on the precepts of recycle, reduce, and respect,” the Bentonville-Ark.-based retailer said in a statement.

Wal-Mart says the new jewelry line marks a shift in how affordably-priced fine jewelry is produced and sold. The new line is the result of collaboration between Wal-Mart, Conservation International, a Washington, D.C.-based conservation group, and Wal-Mart’s supply chain partners, including: including Anglo-Australian mining company Rio Tinto, Denver-based gold producer Newmont Mining Corp., and Florida-based jewelry manufacturer Aurafin.

Rio Tinto, in its own statement about the jewelry program, said it will initially supply gold and silver for the jewelry line from its Kennecott Utah Copper Bingham Canyon Mine in Utah.

“Companies like Rio Tinto and Wal-Mart have an opportunity to change the way products are manufactured and used to reduce impacts on the environment and local communities,” said Andrew Harding, President, Kennecott Utah Copper.

Aurafin, a Richline Group, said in its own statement that the Love, Earth program is in line with its, "corporate goal, of being responsible to ethical, social, and environmental practices."

Wal-Mart said it “selected partners in the mining and jewelry manufacturing industries that already demonstrated environmental and social leadership.” During the next phase of the partnership, the retailer plans to expand the number of approved mining and manufacturing suppliers and introduce diamonds to the Love, Earth line.

Consumers can trace the path of their Love, Earth jewelry from mine to store by visiting www.loveearthinfo.com. In addition, on the Web site, they can learn about suppliers’ environmental and social programs and the standards used to select suppliers and ensure the entire process is more sustainable.

Wal-Mart said its Love, Earth is its first step toward having all of the gold, silver, and diamonds used in the jewelry sold in its Wal-Mart stores and Sam’s Club locations come from mines and manufacturers that meet Wal-Mart’s sustainability standards and criteria. The criteria address both environmental, human rights and community issues. By 2010, the retailer aims for at least 10 percent of its jewelry offerings to achieve these standards.

“Wal-Mart recognizes that our customers care about the quality of their jewelry and its potential impact on the world,” said Pam Mortensen, vice president and divisional merchandise manager for Wal-Mart.

“With its considerable influence, market reach and commitment to sustainability, Wal-Mart has brought together like-minded suppliers, mining companies and conservation partners to work together to build a traceable jewelry supply chain at an impressive scale,” said Assheton Stewart Carter, senior director of Business Policies and Practices at Conservation International. “We hope others in the jewelry industry will follow this leadership example and thus enable consumers to make simple choices that benefit the environment and mining communities when shopping for jewelry.”
Source: jckonline

Wal-Mart to Sell Traceable Jewelry

Wal-Mart Stores, Inc. on Tuesday launched a new line of jewelry that will allow consumers to see online where their jewelry was mined and manufactured.

The Love, Earth jewelry line will be available at Wal-Mart stores, Sam’s Club locations, and on Walmart.com and Samsclub.com. The line being sold at Wal-Mart will feature 10k gold and sterling silver, and the Sam's Club line will include 14k gold and sterling silver. The collection is “designed to symbolize the Earth’s elements and based on the precepts of recycle, reduce, and respect,” the Bentonville-Ark.-based retailer said in a statement.

Wal-Mart says the new jewelry line marks a shift in how affordably-priced fine jewelry is produced and sold. The new line is the result of collaboration between Wal-Mart, Conservation International, a Washington, D.C.-based conservation group, and Wal-Mart’s supply chain partners, including: including Anglo-Australian mining company Rio Tinto, Denver-based gold producer Newmont Mining Corp., and Florida-based jewelry manufacturer Aurafin.

Rio Tinto, in its own statement about the jewelry program, said it will initially supply gold and silver for the jewelry line from its Kennecott Utah Copper Bingham Canyon Mine in Utah.

“Companies like Rio Tinto and Wal-Mart have an opportunity to change the way products are manufactured and used to reduce impacts on the environment and local communities,” said Andrew Harding, President, Kennecott Utah Copper.

Aurafin, a Richline Group, said in its own statement that the Love, Earth program is in line with its, "corporate goal, of being responsible to ethical, social, and environmental practices."

Wal-Mart said it “selected partners in the mining and jewelry manufacturing industries that already demonstrated environmental and social leadership.” During the next phase of the partnership, the retailer plans to expand the number of approved mining and manufacturing suppliers and introduce diamonds to the Love, Earth line.

Consumers can trace the path of their Love, Earth jewelry from mine to store by visiting www.loveearthinfo.com. In addition, on the Web site, they can learn about suppliers’ environmental and social programs and the standards used to select suppliers and ensure the entire process is more sustainable.

Wal-Mart said its Love, Earth is its first step toward having all of the gold, silver, and diamonds used in the jewelry sold in its Wal-Mart stores and Sam’s Club locations come from mines and manufacturers that meet Wal-Mart’s sustainability standards and criteria. The criteria address both environmental, human rights and community issues. By 2010, the retailer aims for at least 10 percent of its jewelry offerings to achieve these standards.

“Wal-Mart recognizes that our customers care about the quality of their jewelry and its potential impact on the world,” said Pam Mortensen, vice president and divisional merchandise manager for Wal-Mart.

“With its considerable influence, market reach and commitment to sustainability, Wal-Mart has brought together like-minded suppliers, mining companies and conservation partners to work together to build a traceable jewelry supply chain at an impressive scale,” said Assheton Stewart Carter, senior director of Business Policies and Practices at Conservation International. “We hope others in the jewelry industry will follow this leadership example and thus enable consumers to make simple choices that benefit the environment and mining communities when shopping for jewelry.”
Source: jckonline