Pearls Are Perfectly Poised for Retail Sales
From the April 2021 issue of #thisispearl digital magazine
Pearls are perfect for retailers. Why? Retailers want salable yet safe and exciting jewelry, and fine pearls check off each of these boxes and more! Pearls provide profitability through generous margins and have a perceived high value thanks to their history as a gem of royals. Pearls are anchored in tradition and symbolism while maintaining prestige, respect, and rarity—features that stand the test of time.
The pearl category touches on a variety of markets and categories, from emerging to expanding and traditional. Men are an untapped segment. That’s why Mikimoto launched an entire men’s capsule jewelry collection. Musicians and actors the Jonas Brothers, Harry Styles, and Usher now wear pearls (see Pearls in the Spotlight in our last issue). You, too, can easily begin marketing to this client base.
Retailers should offer pearls to the emerging bridal audience that loves the tradition of pearls but wants nontraditional designs. Think of CPAA members like Rosa Van Parys, Lika Behar, Samira13, and others for fresh pearl style. (Click here to see a listing of all CPAA members.)
Design-wise, virtually any look can be interpreted with pearls—a bold but true statement! Think beyond the basics, and you and your customers will say, “I never knew pearl jewelry could be so exciting!” Follow @pearlscpaa to see the uniqueness for yourself.
Plus, couples today are in search of rings that reflect their unique personality as well as their love. The pearl’s tradition as a symbol for love is legendary, and its rareness and variety of shape and color make it a worthy rival of diamonds in rings.
Sustainability is another priority for retailers, and it’s a critical point for culturing pearls since fine South Sea and akoya pearls need a pristine environment to survive and grow into coveted gems. Pearl farming brings purpose and income to multigenerational island communities and countries. The delicate balance of nature and nurture between pearls and people is the authentic sustainability story.
There is large spotlight upon pearls right now; take advantage of it. CPAA is your resource—our membership network of brands, manufacturers, designers, and wholesalers can help you find what you’re searching for (and what you didn’t know you were missing!). CPAA executive director Jennifer Heebner and I are also available for one-on-one consultations. Lean on us to help you source the best of pearls. Reach me at firstname.lastname@example.org. Reach Jennifer at JHeebner@cpaa.org.