Le Vian’s annual Red Carpet Revue put 2014 trends in the spotlight with chocolate quartz and ‘cush’n’ pillow being named gemstone and shape of the year, respectively. All eyes were on company CEO Eddie Le Vian as he forecast swirls, knots, and florets will help satisfy fashionistas everywhere. ‘Baby blues’ like aquamarine and blue topaz, ’50 shades of green’ ranging from tsavorite to tourmaline to diamonds, and the ‘fiery reds’ of rhodolite and tangerine fire opal are also expected to complement catwalk crazes.
While the overwhelming majority of jewellery is designed for women, the men’s market is still considered a potentially lucrative category. Martin Mills, business development manager at First Jewelry, says most jewellery for men is designed in alternative metals like tungsten, stainless steel, or cobalt to hike up the ‘cool’ factor. The gap for price point-sensitive silver, diamond, and gemstone pieces presented an interesting proposition for the company, and in turn, retailers.
“When you’re going out, beautiful cufflinks are an heirloom and you can keep them in the family,” Mills said. “Retailers need to explain they are not an everyday piece.”
Taking the guesswork out of what styles to carry and how to display them are at the heart of Stuller, Inc.’s marketing initiative, the 3 Cs—choose, change, and create.
A newly introduced snap-in-place ring component system that has yet to be named lets consumers select various components and fit them together to form a design that can be manufactured.
“It’s a selling tool for retailers that allows a customer to physically pick a shank, halo, and head,” explains Ashley Brown, Stuller’s executive director, marketing and public relations.
 She says the company’s prototype systems are also coming on strong, helping retailers to direct their resources into other aspects of their business.
“A lot of jewellers have always been a little scared of prototypes, but now they have to have them,” Brown said. “Why have millions of dollars of inventory in your case when you don’t have to.”
The Vegas shows brought out many familiar faces and some that have made themselves over to recapture market share. Considered by some as the original charm bracelet company, Nomination Italy says branching out into new design directions has helped build on its previous following.
