Mini-me product design
With the rise of celebrity child fashionistas and increased social media, children are constantly exposed to trends. Up to 86 per cent of children are on the Internet, according to a study group by Environics Research Group, Health Canada, Human Resources Development Canada, and Industry Canada.
Fashion-forward children want to look like their parents, and parents want their children to match them. Globe and Mail writer Courtney Shea says “the penchant for mini-me minimalism marks a definitive shift from the last few decades.”
She adds when it comes to their kids, “most fashion-conscious adults have suffered from wardrobe envy.”
Simply put, children admire what adults wear and should have more options made available to them. Gemstone and precious metal jewellery or watches still need to be designed for children, but should have a grown-up look. Stylish, on-trend products can achieve this and help fill the gap in the market. Whether a jeweller offers an infinity motif necklace or a three-piece earring set mixing classic and trendy designs, children demand a bit of bling, too.
Fit for the future
It’s possible to avoid pitfalls in children’s jewellery by checking for fit and other hints. For instance, earring posts that are too long can be bothersome, so jewellers should revise pin lengths. Earrings with screw backs can also be suggested to parents until the child is ready for earrings with normal backings.
“Look for adjustable designs that will grow with your child to maximize the value of your purchase,” says Samuel. “Buy extra links or loops for chain.”
Also, rings with adjustable fits allow for growth and avoid unnecessary size modifications.
Safety and training are key
A few basic jewellery safety and maintenance reminders can go a long way in customer loyalty and well-being, especially among new parents.
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Samuel points out, “There is a lot of base metal jewellery for kids available online and in many stores. However, people lean towards fine jewellery especially when buying earrings, which touch sensitive skin directly and are worn every day.”
Indeed, he adds, “Sales associates should be educated on the collections sold and know what pieces are suitable for what ages and direct the customer accordingly. This is important for younger ages when the child may not be present at the time of purchase. The sales associates should also understand the value of fine jewellery versus base metal which is being sold at a fraction of the price—it’s a really good selling point for earrings.”
Welcome and engage
Don’t forget children while they patiently wait for their parent or guardian. Keep them entertained with a small collection of their own to peruse. This is a great way to engage a future VIP customer, even if they aren’t buying expensive items today.
In 10 years, these kids will be your core business. If you engage with them now, they’ll remember you for a lifetime of purchases down the road.
Dasha Moller is a jewellery professional helping retailers and brands grow their business. She has recently returned to Canada after living in Europe for 20 years, and has almost 15 years of experience working in the jewellery industry. She has worked with a diverse range of jewellery portfolios, including women’s, men’s, and children’s jewellery, celebrity collections, and sports merchandising. Moller can be contacted via e-mail at dashamoller@gmail.com.
