Precious Moments Comes Home

Big changes are happening to the venerable collectible Precious Moments. Marketed and distributed under a licensing agreement with Enesco since 1979, the collection is being returned to its licensor, Precious Moments Inc. (PMI), over a six-month period that began July 1. An important part of the transition was the appointment of John Brooks as vice president of sales for PMI (which is owned by Precious Moments creator Sam Butcher and his family). Brooks came from Enesco where he most recently headed the company’s card and gift channel. To find out what these changes will mean to the future of a gift industry icon, Gifts & Decorative Accessories spoke with Brooks. According to him, PMI plans to take the Precious Moments brand in several new directions, including an emphasis on giftware for the specialty retailer. While Precious Moments products have always been popular presents, PMI’s January 2006 launch will feature substantial offerings targeted specifically to categories such as bereavement, baby, wedding/anniversary, and friendship/family, along with its traditional Christmas selections.

“We recognize the strength of social expression,” Brooks explained. “It’s about sentiments that are appropriate for every gift-giving season of the year. That’s what’s driving the market.”

But what about the devoted PM collector? Will the new introductions dilute the cachet of the famous teardrop-eyed figurines?

“We love and appreciate our collectors,” said Brooks. “We still have the largest collector club in the world, and we’re going to continue to make product for our collectors. But our growth is going to be in the gift area.”

While the Elgin, Illinois-based PMI does plan consistent retirements and suspensions of product to keep the line fresh, Brooks said collectors should expect no more retirements than usual. One area for collectible growth is in very limited editions with higher price points.

To meet that demand, Precious Moments is continuing its higher-end Premiere Collection with two new pieces. Launched a year ago, the collection sold out its 3,000-piece initial run.

Brooks is also excited about new licensing deals and partnerships PMI has in the works, though he can’t announce anything until details are finalized.

Precious Moments creator Sam Butcher is also “as engaged as he’s ever been,” according to Brooks.

“He’s coming up with great new artwork,” such as the figure “My Mona Lisa,” which depicts a young artist painting a “Mona Lisa” featuring those Precious Moments eyes.

PMI’s new thrust won’t be just in product introductions. “[Retailers] will see the biggest impact in the marketing area, where we have a lot of exciting ideas,” said Brooks.

A new marketing plan focuses on Precious Moments coming home to the Butcher family — an emotionally charged theme.

PMI is also recommending new assortments for 2006 products complete with planograms to show retailers how best to display the merchandise.

“It’s all going to be based on the gift-giving seasons of the year,” noted Brooks.

Another part of the marketing effort will no doubt fall to the hands of Precious Moments’ “ambassador at large,” Gene Freedman. The retired Enesco founding chairman (and the man identified with Precious Moments as equally as Sam Butcher), has joined the PMI team.

“Gene Freedman is very much engaged with PMI,” said Brooks. “He loves it, and he’s been out doing what he’s always done. He’s reviewing product with us, he’s going to some of the shows. He couldn’t be happier. His was one of the shortest retirements in history.”

Brooks summed up where the brand is headed in a burst of enthusiasm: “We’re very excited about the future. We’re a passionate team. We see great opportunities, because there’s really no other brand in the industry like Precious Moments.”