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Sterling Success

Buyer's Choice

by Jeff Prine and Staci Kline

Gold may be getting the headlines these days, but sterling silver continues to be a shining success. Retailers we contacted all report strong sales in sterling silver. Perhaps more surprising is that they say that a wide variety of styles and designs are selling. Such versatility is one reason silver jewelry has remained�and gained�in popularity.

Due to the interest in yellow gold, sterling silver and gold (either karat or vermeil) jewelry is once again on the upswing. Blackened and oxidized sterling silver, which is appearing even in high-end lines, also continues to gain momentum particularly with young�and young in spirit�consumers. Similarly, sterling set with diamonds and gemstones, including large specialty cuts, is also seeing growth in sales, particularly to self-purchasers.

Wearable art, which was closely identified with the first surge in silver more than a decade ago, continues too. Most popular are hand-hewn looks, many with irregular texture and shapes, or nature-inspired motifs. The addition of color, using enamel or other art-inspired materials, is another creative characteristic of pieces in this versatile precious metal.

Necklaces and bracelets retain their status as the most popular classifications in silver jewelry, offering price points even in the larger-size styles that a self-purchaser can afford. Although women who buy jewelry for themselves are the primary consumers of sterling silver, some retailers have begun to delve into silver styles for men, too. Although this market is still in its infancy, most retailers agree there�s opportunity for potential new business in men�s silver.


	“Framed Natural” sterling silver pendant and earrings with freshwater pearls and garnets by Cynthia Gale, suggested retail for the necklace is $185 and the earrings $40, (212) 481-1845.


	Sparkle and Shine “We just added the Chevron Royale line. I expect the line to do very well. It is similar to Konstantino Treasures that we do very well with. Our sterling silver has touches of gold also mixed with it. We sell all high-end sterling. We do sell a few traditional pieces, however, we like to sell pieces that are new and fresh. I like to sell pieces customers can not find anywhere else. Rings with colored gemstones do very well for us. The look of the color against the sterling silver is a great feature. The pieces all have a sparkle to them.” — Laura McGinty, C.P. McGinty Jewelers, Cape Girardeau, Missouri Sterling silver ring by Konstantino Treasures, (414) 453-2857. Fleur de lis sterling silver pendant by Chevron Royale, (212) 226-8878.


	Here to Stay “Cynthia Gale is one of our best sellers in sterling silver jewelry. Her ‘Geo Art’ collection is doing very well for us. They are great pieces at affordable prices. We also work with Lyric in sterling silver. Sterling silver is always going to be around. The younger generation is really starting to take a hold of sterling silver. A lot of the pieces are bold and chunky. The bigger the better, it seems to be. Large colored gemstones in rings have become our number one seller.” — Christy Giacone, Crimson Ridge, Rockford, Illinois Gemstone bracelets and ring from the “Lyric” sterling silver collection by Frederick Goldman, (866) 968-7588.


	All in the Combo “Designer sterling silver is doing very well for the last three years and continues. We emphasize designer lines such as Sara Blaine or Frederic Duclos rather than traditional Italian goods. Combinations of sterling silver and gold, from Sara Blaine, Alwand Vahan, and Candela are also doing well. I think the customer for that is someone who usually spends more on all their jewelry and wouldn’t hesitate to spend $3,000 to $5,000 on a silver and gold necklace. In fact, necklaces continue to be the bestselling category in silver and silver/gold combinations. Sara Blaine’s pearl, silver, and large gemstone pieces, for example, are particularly strong.” — Patricia Church, P. Church Jewelers, Chelmsford, Massachusetts Sterling silver and gold necklace by Andréa Candela, (800) 227-7710. “Hippie Chic” sterling silver bracelet by Sara Blaine features animal prints, wood, and gemstones, suggested retail $500, (770) 650-0999.


	Bold is Better “Big chunky pieces are selling well for us in the sterling silver category. I am seeing a lot of bracelets and pendants making a strong impact in sterling. The target market ranges across the board. We work with many designers. One of our biggest high-end sellers is Lorenzo. It does very well for us. Diamonds are not very popular with our sterling silver, however the colored gemstones are huge. I also noticed that more men are starting to come in to buy sterling silver pieces rather than gold as gifts.” — Ashley Davis, Davis Jewelers, Louisville, Kentucky


	Many Silver Linings “We are situated near the Annapolis Naval Academy so that really helps our sales. Our large store only carries sterling silver. About 40 percent of sales are in gemstone silver jewelry. There are so many trends out there that are good for silver. Pearl and sterling silver are doing well and two-tone is growing. Among the lines that are important for us are Cynthia Gale, Janice Girardi, Elle, and Denis Matthews. I also travel to Mexico four times a year to find pieces to bring back. Everything has been doing well, including gold vermeil silver jewelry and blackened or oxidized sterling silver. The popularity of gemstones changes depending upon the season. Smoky quartz and garnet are stronger in winter months while blue topaz is our biggest seller in the summer.” — Donna DeGarcia, Blanca Flor, Annapolis, Maryland New gemstone and sterling silver bracelet in tones of red by Elle Jewelry & Watches, (888) 507-3553.


	Doing it Naturally “We don’t really chase trends in our jewelry. We carry lines that focus on the themes of our store. We prefer silver lines that have an organic or nature-inspired look, or are delicate, or are vintage styles which are sometimes reassembled. For example, we carry Tracy Matthews, but we focus on her collections that contain leaves, petals, icicle like designs, and a sterling silver version of a coral branch. We carry about 30 lines including Saint Kilda, LB Designs, Small Things, and Odette. Most of our lines come from local artists. We did try some men’s pieces, such as TMD. We are still working on how to attract more men customers.” — Kristen Overson, Cog & Pearl, Brooklyn, New York Sterling silver and rose quartz ring and coral branch earrings from Tracy Matthews Designs, (212) 863-9474.


	Rocky Mountain High �Our business peaks for four months during the summer and we also have some winter ski business so we have sterling silver that appeals to different types of customers. Jules Smith Designs has more of a �Los Angeles, shiny, contemporary hip factor.� We also do well with Susan Fleming who works with hammered silver and chiyogama paper, a hand silk screened Japanese paper. Her other line combines silver and gold with diamonds, tourmalines, and other gemstones.� � Sarah Enright, Muse Gallery, Jackson Hole, Wyoming Hammered sterling silver pendants with chiyogama paper from Susan Fleming, (406) 599-0089.


	Artistic Roots “I carry a variety of sterling silver and some vermeil with the emphasis on local talent, such as Tanya Monique, who combines sterling silver with nature-themed enamels. We really emphasize hand fabricated lines. Our younger customers, those 35 to 40 and younger, are gravitating to oxidized silver. In fact, I am working on two oxidized hand-hammered silver wedding bands. We have had Vanessa Amalia’s line in the store for about two months and it has been well received. I like the contemporary, stylized forms—it reminds me of Noguchi’s work in the late ’50s and early ’60s. We do a few men’s pieces and we are getting more requests so I see that as another opportunity.” — Amy Bush, Jaywalk, Seattle, Washington Sleek, contemporary sterling silver bracelets by Vanessa Amalia, (917) 573-7202.


	1Jules Rules “We recently added Jules Smith Designs which features clean, sometimes whimsical, sterling silver jewelry. We also carry clothing in the store, but we find that we have two distinct customers, one who shops for clothes, the other for jewelry. They both like something different and out of the ordinary. Jules Smith has had a positive reaction. In fact, I am wearing her sterling vermeil ‘Car Wash’ earrings right now!” — Amy Tremblay, Amy Williams, Newburyport, Massachusetts “Lifesaver” stackable rings in silver, gold vermeil, and oxidized finishes from Jules Smith Designs, (603) 479-2112.


	Going Strong “Sterling silver does extremely well for us. One of our stronger lines is Hot Diamonds. I have not seen any really new trends in the way of sterling silver jewelry. There are a lot more people wanting gold mixed within the sterling. Pendants are our biggest sellers followed by earrings. We do have some oxidized silver, which seems to do fairly well with our customers. We just bought some Cherie Dori vermeil pieces. We have sold a few pieces from the collection, but it is hard to tell how it will do overall.” — Tim Conner, Morrison Smith, Charlotte, North Carolina Sterling silver and onyx bracelet, also available in vermeil, from Cherie Dori, suggested retail $150, (800) 226-8816. Sterling silver pendant from the new “Pure” collection by Hot Diamonds, (207) 338-0317.


	Trending Up “The silver lines we have been doing well with include Elle, Judith Jack, Lois Hill, and Pandora. Bangles, cuffs, and slip-on bracelets as well as oversized hoop earrings have been trending up. The looks we have been selling well include textured finishes in both sterling and vermeil, very clean sterling basics, and sterling with gemstones. Blue topaz is always the strongest. Green amethyst and deep brown quartz are also doing very well.” — Anne-Marie Owens, Fortunoff’s, Westbury, New York Sterling silver bracelet, earrings, and ring from the “Ocean Wave” collection by Pandora, suggested retail $747 for the bracelet, $41 for the earrings, $46 for the ring, (410) 309-0200.