Something Special
By Bessie Nestoras -- Gifts & Decorative Accessories, 6/1/2006
Special is the word most often used to describe the concept behind the mini-wave of limited edition products appearing throughout the marketplace. Manufacturers across the decorative accessories spectrum are creating limited edition products that give customers the sense of something really special.
Dwell created a limited edition bedding line, Dwell Edition, that will change yearly. “We want to set trends, to be ahead of the market. It's almost like owning a limited edition painting: you know only you and a few others will have it,” explains Christiane Lemieux, creative director.
Brent Smith, vice president of branding and marketing at Not Neutral, agrees that consumers appreciate special pieces. “In today's marketplace, you have to shoot high or low. There's no middle. Consumers either want something special or something they can use every day.” The four plates in the Designers' Gilt Decorative Plates series feature a 22-kt. gold motif. A fifth design is due out in August.
Miam Miam believes collecting should inspire mental intoxication. Its collection of mugs designed by Patricia Ryan combines earth tones and bright colors, with designs the company describes as digital-meets-retro. “We want our products to be considered collectible items. This limited edition line is just one example,” says Baran Dilaver, director.
When Umbra introduced the Pirouette mirror, it didn't expect the response it received. The mirror, which features seven pillars that rotate, allows users to create their own design. “It's a adds interactivity to the mirror. And because it's a limited edition, customers know it's something special,” says Philip Verhagen, brand manager at U+, Umbra's Studio Collection. The mirror sold out worldwide within 10 days. Yet in spite of requests, Umbra has no plans to produce more, making it a truly “special” piece.
