It seems most fitting that The Plumb Club rolls out its fresh, new look and proactive business-building initiatives as the JCK Las Vegas Show moves back to the Sands Expo & The Venetian, May 31 to June 3.
Launching its new website, logo and tagline last fall, The Plumb Club has been busy doing its homework to understand the market with forward-looking glasses. This cohort of diverse jewelry suppliers is being proactive in meeting the evolving retail landscape to develop product and marketing that will help their retail customers be more successful.
“Educate, Innovate, Connect,” are the three foundational pillars that will guide the Plumb Club’s strategy, marketing and focus for the future. Translating this on the show floor, The Plumb Club pavilion will host a Retail Innovation and Education Center, including select companies offering cutting-edge technology for retail jewelry stores.
Among the latest innovations showcased there will be augmented reality applications by Augmentes, including an online and in-store platform that allows customers to virtually “try on” jewelry; as well as kinetic retail display technology by Converge Retail, which allows users to hover a digital device over a particular item to call up product information. Moreover, the digital marketing firm, GemFind will present their custom jewelry design platform. This platform can be integrated with the retailers existing website, be used in-store and/or online, and is customizable and scalable. In addition, the retailer can learn about “Geo-Fencing”, which is location driven, targeted advertising, through commonly used apps that consumers use every day.
To further inspire guests, as they enjoy the plush carpeting and complimentary ice cream the pavilion is known for, The Plumb Club will feature “Glossy”, an exhibition by Ombré Gallery, a museum-like experience where jewelry is art. On display will be bespoke art jewelry pieces, crafted from traditional and unexpected materials, techniques and subjects.
Attendees also will get to interact with Pepper the Robot, from SoftBank Robotics. A humanoid robot companion, Pepper is designed to serve as a sort-of kiosk at businesses to provide information. At the show, Pepper will be programmed with jewelry-related information to engage with guests in the pavilion.
Partners for Success
Plumb Club members are excited with the many pro-business initiatives group is doing, working collectively to help the retail community be successful.
“The Plumb Club is investing a lot in providing these services to the retailer, which is so important,” cheers Barbara Barry with the Marathon Company and the Kiddie Kraft brand, Attleboro, Massachusetts. “The retailer needs to know how to compete in today’s world and with all the new technological tools out there, it’s nice for The Plumb Club to highlight this and help the retailer.”
Saurabh Seth, sales executive for the New York-based Indigo Jewelry, is thrilled to be a new member of The Plumb Club exhibiting there in Vegas this year. He believes the collective approach of the group has enormous potential to have a real impact on the market in shaping trends and driving sales.
The jewelry industry has changed so much in the last decade. “Before we always had recognizable trends that were usually led by DeBeers and high-end designers-geared toward male purchasers. Now it’s every man for himself,” says Theresa Namie, merchandise manager for Ostbye in Minneapolis, Minnesota. “We use social media including Facebook, Twitter, Instagram and Pinterest and it has become so saturated with ideas from every walk of life that it is very hard to decipher, especially for a company selling for broad-base appeal. I like that as an organization, The Plumb Club is doing its homework for us.”
The new location for the JCK Show, and the new brand image for The Plumb Club has inspired what promises to be an exciting shopping experience for jewelers who visit the group’s modernized, state-of-the-art, visually dynamic and interactive pavilion.
Forty-two Plumb Club member companies and brands can be found in this diverse curated show-within-a-show, including major diamond houses like Rosy Blue and Leo Schachter; leading watch brands Citizen and Bulova; top pearl houses Honora, Imperial and Mastoloni; bridal brands like A. Jaffe and Benchmark; fashion from Prime Art & Jewel to Breuning; color by Brevani to created gemstones by Chatham; and the leading supplier of private-label jewelry care products, The Kingswood Company.
Namie is expecting shoppers will be on the hunt for innovative designs in both the bridal and fashion categories. Trending in bridal are contemporary styles and Art Deco-inspired designs, she says. In fashion, it’s all about style, quality, and affordability for instant gratification, like stackable rings and layered necklaces.
Barry anticipates personal, customizable items like Marathon’s new round-shaped, four-picture lockets will be a hit, especially with the ability for retailers and consumers to use its free Locket Studio tool at locketstudio.com to create perfectly sized locket photos.
While browsing the Plumb Club, make sure to grab a snack and beverage available at the new Plumb Club, Café and stay connected at its Business Center, with complimentary laptops, printers, copiers, fax machines, and wired internet access.