Children’s jewellery: Are retailers missing out?

by carly_midgley | January 4, 2018 10:52 am

By Dasha Moller

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In a retail market saturated with bridal and engagement jewellery, it’s important not to overlook what’s happening in fashion jewellery at retailers such as H&M, Aldo Accessories, Ardene, and Claire’s. Although these stores don’t offer fine jewellery, the buying trend remains the same: young girls are following jewellery styles and wanting pieces they can afford and wear daily.

Why are these retailers appropriating the market for children’s jewellery? After 20 years of working in Europe, this author is surprised to see the lack of products for kids in Canadian jewellery stores. Although European jewellery is deeply rooted in religious and heirloom pieces, the continent’s jewellers have figured something out: today’s children will be future customers, so why not simply start the relationship now?

Indeed, by investing in children’s jewellery, there is an opportunity for a jewellery store to differentiate itself and position itself as a family partner.

Special moments

“Jewellery helps celebrate special moments in life’s stories,” says Rosa Tous, corporate vice-president at TOUS. “We are part of the most important moments of our customers’ lives.”

Founded in 1920 as a small watch repair shop in Barcelona, TOUS has become a lifestyle jewellery brand with a strong position in the affordable luxury segment. With more than 500 stores worldwide and sales of $585 million during the 2016 fiscal year, the brand is considered a global authority on creating an emotional bond with the customer.

Part of what sets TOUS apart is its proactive attitude toward partnering with customers in the various phases of their lives. According to Tous, “There are always new moments to celebrate during a child’s life.”

Kids are growing up faster

A British Broadcasting Corporation (BBC) article[2] by Sean Coughlan states, “Childhood is over for many children by the age of 12.” If one takes this into consideration alongside a Canadian Youth Television (YTV) report[3] stating 60 per cent of kids influence family purchases, children are most likely defining their fashion identities and purchasing habits long before the age of 12. (Additional resources can be found here[4] and here[5].)

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“Consumer culture reaches kids at an earlier age,” explains Nicolas Appave, e-commerce manager at ELF925, an international sterling silver manufacturer. “Children are now using fashion to define themselves more so than previous generations, and in developed economies, although the birth rates are generally lower, parents are spending more.”

The gap

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Zev Samuel, co-founder of UnicornJ, a Canadian brand specializing in Italian fine jewellery for children, believes parents are trying to teach their children to be unique and to look for accessories that add character and value to their wardrobes. However, with current offerings, this is easier said than done.

“There is a market for fine jewellery that is not cheap,” says Samuel. “There’s a void for tweens and young teens, with few options available for them in your average jewellery store.”

Bracelets are a great example of a product that can easily be purchased by young girls. A gold chain may be out of their budgets, but bracelets incorporating fun designs and creative materials such as pearls, ceramics, resins, and crystal are a good way to get products in display cases for this demographic.

Focus on the memories

Children’s jewellery is all about gift giving. One way a retailer can emphasize this segment of business is by getting to know customers and being there for their special occasions, such as baby showers, weddings, birthdays, births, religious celebrations, recitals, sports victories, graduation, and so on.

For example, if a child hasn’t been gifted jewellery but still likes to wear bracelets, earrings, and necklaces, the most common destinations to buy these items are at costume and toy stores. Why can’t they be found at a local jeweller?

One way of creating hype about children’s lines is by adding child-specific campaigns to a retail calendar. A retailer can run a children’s jewellery campaign alongside one for adults. Create awareness of products with an attractive display and use social media channels to share the news. Spring is a busy time for the bridal jewellery market—why not add a promotion for flower girls, too?

Offer personalization

Personalized jewellery can be a unique gift treasured for many years. Often, jewellers will recommend celebrating the birth of a child with a ‘one for Mommy and one for baby’ deal, making two sales in one.

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To easily create a unique shopping experience, a retailer might:

• engrave a message, a name, or a date of birth;
• choose a birthstone colour;
• design jewellery with charms such as letters, symbols, stones, or crystals;
• offer modern lockets, which can be personalized by adding memories (such as feathers or stones) as well as the traditional photo; or
• provide unique packaging or illustrated cards.

As interviews with customers indicate, consumers are finding more value in the stories their jewellery tells, rather than the price. Of course, this trend is trickling down to future buyers, too.

One Torontonian mother says her daughter “likes all kinds of jewellery, but she enjoys things that are interesting and tell a story. I have a necklace with sand in a pendant and she loves that. She likes lockets with pictures inside.”

Mini-me product design

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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[10] 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[11] 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.”

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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.

Source URL: https://www.jewellerybusiness.com/features/childrens-jewellery-retailers-missing/

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