Young & Fun

Even if your customers update their home decor frequently, there's only so much room for new pillows, candles, or decorative accessories each season. But jewelry and fashion accents are another matter. There's always "room" for a new pair of earrings or a silk scarf or a bracelet or brooch —which is one reason why fashion accessories are a growing category in the gift industry.

One consumer demographic that's always interested in "dressing up" — and a demographic whose buying power is largely underestimated by gift retailers — is the trendy teen and tween market. These kids have money, and they're ready to indulge their buying whims. Offering fashion accessories that cater to their needs and their sense of style is a key to boosting sales for gift retailers.

This isn't the kind of jewelry to be worn for special occasions. Rather, it's hip, bright, and lighthearted, with an ultra-contemporary flair and youthful exuberance — jewelry that allows the wearer to express her individuality and unique personal style: important features for an age group looking to establish their identity.

"These girls, teens and tweens, are looking to make their own fashion statements without having someone predetermine who they are, or telling them their [jewelry] has to look a certain way," says Valia Glytsis of High IntenCity Corp., Fair Lawn, New Jersey. "They want to make it their own. Flexibility and a mix-and-match feel are the keys to a successful youth line."

Charm jewelry fits this description perfectly, and, unsurprisingly, is one of the biggest sellers in this growing category. The retro fashion appeal of 1950s-style charm bracelets has taken off, evolved, and spread in new directions, including necklaces, belts, zipper pulls, and other mix-and-match charm items that make the category that much stronger. For retailers, the beauty of charm jewelry is that because it is typically "built" over time, it keeps customers coming back for more. The "add-on" quality of charms can reflect interests in travel, special occasions, relationships, and other elements of the wearer's personality.

For younger customers, today's fun charms offer less a record of memories and more a statement of the moment. Many small charms come with a clasp that can be unhooked from the chain at will, allowing the wearer to change their "statement" to match their outfit, their mood, the occasion, or their latest interest.

Modular Italian charm bracelets, a new take on the traditional charm bracelet, splashed on the scene several years ago, generating interest in the fashion and gift market, and catching the eyes of younger shoppers at the 2003 Teen Choice Awards. With simple clean designs, these bracelets appeal to both girls and boys, featuring interchangeable links that allow the wearer to customize at will.

Meanwhile, manufacturers have expanded their charm offerings to include youth culture licenses such as Olivia, Bratz, Spongebob Squarepants, Charlie's Angels, and Rawlings in addition to standard charm designs featuring letters and special-occasion icons. As bracelets develop, with new links being added, the old charms are simply "built" into another bracelet. These days, it's not uncommon for charm bracelets to be worn two- or three-at-time. New links are even available to join separate bracelets side by side.

And while primarily targeted to the teen/tween market, these bracelets don't just have just youth appeal.

"They're ageless," says Ali Miller of Casa D'Oro, Huntington Woods, Michigan. "Charms like Spongebob Squarepants appeal to kids. But we also have Elvis and Marilyn Monroe charms that are popular with older customers. An 82-year-old woman I know has three bracelets that include our photo charms with pictures of her grandchildren."

Of course, the fun part of this jewelry — whether it's a slide bracelet, a beaded bangle, or a charm belt — is the do-it-yourself quality. What does this mean for retailers? You provide the charms and the customer builds the jewelry. They'll return again and again to your store, adding repeat sales to your bottom line.

"This is one of the largest growing markets," notes Shawn Salter, owner of Simply Charming in Calabasas, California. "Kids have more money than ever, and these are great add-on sales. The kids come back week after week to remake their bracelets."

For the retailer, this means great margins. But it also requires great enthusiasm. "The power of the salesperson can never be underestimated," says Valia Glytsis. "In the jewelry business, salespeople need to know and love the line in order to get the teen customer excited."

By their nature, charms are a great source of continuing business. By offering the merchandise that young customers want now, maintaining their business with a full supply of charms, and keeping their business as they grow into more mature lines of merchandise, you'll have a profit source that lasts a generation.