Shane says the family-owned fine jeweler’s new brand campaign, Made to Shine, focuses on customer feelings and memories about jewelry. The campaign includes radio and television advertising, online videos, social media posts, and a consumer contest.

Made to Shine, which debuted in June, is meant to make you feel real emotion when you watch the commercial or hear the stories of actual Shane Co. customers, Shane says. Jewelry at its core is about finding meaning in the things you wear and love, he notes.

“This is a continuation and complement to what we’ve done for more than 50 years. Our brand positioning is we are your friend in the jewelry business,” Shane says. “It’s part of our longstanding mission of being customer-focused.… We want to celebrate the realness of our products and the significance it brings to the wearer and the giver.”

Made to Shine’s commercial hits that mark by showing several different people and their jewelry—including a teen dressed for a dance wearing layered gold chains, and a nurse in work scrubs touching what looks like her engagement ring on a chain. The camera lingers on their faces, smiling as they put on or check their jewelry. If you tear up at commercials, there’s a chance one or more of these images might get you as they are emotional and, indeed, meaningful.

While the commercial features actors, the Made to Shine campaign’s Real Stories nationwide contest, which started July 12, invites customers to share their personal stories of how jewelry has had an impact on them, for the chance to be featured in a Shane Co. radio ad. Twelve people who enter their real-life stories in the contest will be randomly selected to receive $1,000, to use “to shine in any way they want,” Shane says.

“My family and Shane Co. want people to shine because that makes us shine as well,” Shane says. “The whole campaign is inspired by authenticity and realness, so there’s no better way to get something real and authentic than showcasing real people. We want to touch people’s hearts and relate to their stories.”

Shane says such stories make him proud of his family business, mentioning one he heard not long ago from a Shane Co. employee about a man who’d come into the store for help repurposing his wedding jewelry. The man’s wife had recently died after 64 years of marriage, and he wanted to use her diamonds in a new ring he could wear to honor their relationship.

“He hadn’t taken off his wedding band since the day he got married,” Shane says. “Those kinds of stories are so meaningful.… That’s what rings most true to us and what we see every day in our stores. That’s the point to jewelry—to show emotion and have real feelings.”

Top: A mother and daughter enjoying a moment together is one of the images in the new Shane Co. campaign Made to Shine. (Photos courtesy of Shane Co.)

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Sunstone Engineering, which offers permanent-jewelry supplies as part of its welding and engraving supply business, is holding the Permanent Jewelry Expo (PJX) from May 30 through June 1 at Caesars Palace in Las Vegas. The event, which costs $795 for early registration, is aimed at permanent-jewelry artists and business owners, says Sunstone’s director of marketing Andy Jensen.

Jensen says PJX will include three main pillars in its inaugural year: training, networking, and a marketplace for equipment and supplies. He sees the most important part of the event as its educational opportunities for expo participants looking to open or run a permanent-jewelry business.

“We’re adding a level of professionalism to this trend,” Jensen says. “We don’t want to be a passive participant in the establishment of permanent-jewelry businesses. We want to help promote it and see it grow.”

Permanent jewelry—also known in jewelry stores as getting zapped or linked—has become huge since it started showing up on reality TV and social media. It’s gotten so popular that brands are holding permanent-jewelry events for special causes as well as at pop-ups or long-term within jewelry stores.

For example, Aurelie Gi, Chic Pistachio’s demi-fine luxury jewelry brand, recently held a “Permanent for Paws” benefit in New York City that featured Aurelie Gi’s For Keeps collection and raised more than $3,000 for the WE ACT dog rescue charity. The event included jewelry influencer Ashley Davis at the Seven store in the West Village.

Jensen says Sunstone first noticed the trend as more people started to order welding equipment to use for making permanent jewelry. Sunstone began doing research and talking to customers; it even has participated in a permanent-jewelry group on Facebook. That’s where an unofficial poll on whether people would want a conference came up, and PJX was born, Jensen says.

“What’s great about this trend is you have young people coming into your store and getting it done. They likely record it for their Instagram, and then all of their friends come in too,” Jensen says. “[Young consumers] are looking for someone who can talk about jewelry and fashion, and who else is better to do that than jewelers?”

PJX will have more than two dozen classes taught by jewelers who do permanent jewelry to help others set up a business, learn new skills, or develop programs that boost permanent jewelry, Jensen says.

The expo will open with a welcome reception for networking, and all attendees are eligible to receive a limited-edition permanent bracelet right there and then, Jensen says. Registration also covers breakfast and lunch on Wednesday and Thursday and access to the classes and PJ Marketplace.

Jensen says Sunstone is working on enlisting a keynote speaker for the event who can motivate jewelers and permanent-jewelry businesses even more going forward. Further details about the speaker will come out soon, he says.

The PJX advisory committee includes Shari Tammietti, Danielle Watt, Cat McDonald, Angelique Frenlund, Kristin Ramey, Amy Dixon, and Paulene Everrett. Sunstone is the chief conference organizer. After April 1, registration will cost $995 per person.

Top: Sunstone Engineering is helping organize the Permanent Jewelry Expo to explore business opportunities in this jewelry trend. Events that permanently weld chains onto wrists, fingers, and ankles have popped up across the country, including this one hosted by Aurelie Gi in New York as a rescue-dog fundraiser. (Photos courtesy of Aurelie Gi)

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Three examples that will make Feb. 14 a scrumptious gift-giving occasion are: Lorraine Schwartz partnering with restaurant Serendipity3, Kendra Scott with the Museum of Ice Cream, and Bing Bang with Chipotle.

Lorraine Schwartz and Serendipity3
Serendipity3, a landmark New York City restaurant best known for its Frrrozen Hot Chocolate, sought to work with fine jewelry designer Schwartz for her “masterful eye for beauty,” says Joe Calderone, the restaurant’s chef and creative director.

This year Serendipity3 created its first Diamond Frrrozen Hot Chocolate with Schwartz and “Crystal Ninja” Kellie DeFries. The dessert, which is only available Feb. 14, is made from 14 exotic cocoas, topped with whipped cream, and sprinkled with edible “diamond” glitter and edible 23k gold–gilded chocolate shavings. It is served, with gold straws, in a Serendipity3 goblet covered with DeFries’ Austrian crystals.

To accompany the dessert, Schwartz designed a handmade 18k white gold diamond bypass ring with a natural fancy pink heart-shape diamond and a light blue pear-shape diamond along with 1.15 cts. of white diamond pavé. Altogether, this Diamond Frrrozen Hot Chocolate costs a whopping $250,000, Calderone says.

“I wanted to make this the most extravagant dessert out there,” he says. “The design of the ring was 100% Lorraine.… I’ve always been a big fan of Lorraine’s work. Her designs are fun and unique. Pair that with her great knowledge of stones and personalized service, and you have the best in the business!”

Calderone says he hopes to sell multiple Diamond Frrrozen Hot Chocolates and spark romance for anyone who wants to order it.

“We’ve hosted many Valentine’s Day weddings at the restaurant. Of course, I would love to see someone propose with the ring, but it is such a cool and unique piece that I think anyone would love to receive it as a gift with or without the marriage proposal,” Calderone says. “Whatever the case is, I’m ready make this happen!”

Kendra Scott x Museum of Ice Cream
To promote the brand’s Sweet on You Valentine’s Day campaign, Kendra Scott partnered with the Museum of Ice Cream to add an immersive retail component, Kendra Scott said in a statement.

Inside Scott’s South Congress flagship store in Austin, Texas, romantics can find a Museum of Ice Cream section featuring a lounge area, letter-writing station, sweet treats, and Kendra Scott jewelry. At the Austin and Chicago Museum of Ice Cream locations, fans can try the limited-time Kendra’s Sweet on You treat made with banana ice cream, pink chocolate toppings, sprinkles, and a candy heart.

As part of this Instagram-worthy partnership, the Kendra Scott brand and the Museum of Ice Cream will surprise schools in Austin, Chicago, and New York in February with ice cream parties, an ice cream truck making project, and an Amazon gift card for the teacher to offset the cost of school supplies for that teacher’s classroom.

Bing Bang and Chipotle
Your valentine might love an Extra piece of jewelry. The Extra comes in the form of a jewelry collaboration between Anna Sheffield’s Bing Bang NYC and fast food chain Chipotle. Honestly, it’s real.

The collab offers a sterling silver Extra pendant as well as a pair of sterling silver studs that bear the word Extra and a heart. The necklace retails for $135, and the studs are $80. According to the Chipotle Goods website, “Guac is extra and so are you.” Oh, behave! The studs are “a cute pairing of Chipotle and Bing Bang made with a whole lotta heart,” according to the website.

“At Bing Bang, we’ve long been known for our nameplates and playful use of words across all of our jewelry collections, so the opportunity to collaborate with Chipotle on the Extra capsule was a super special aligning of the stars,” Bing Bang founder Sheffield. “We love spreading the love, and the give back component with all of the products was really important to us, and shows our mutual interest in bringing happy-making goodies to the wider community with a little bit of charm and a lot of heart.”

All proceeds from the Extra collection will be donated to charity.

One more for good luck…

Fine jewelry brand Lagos has partnered with Starr Restaurants’ Le Coucou in New York and the Love and Talula’s Garden in Philadelphia on special gifts for certain diners on Feb. 14. Each couple who dines at one of the restaurants on Valentine’s Day receives an envelope—inside is an offer of either a complimentary glass of champagne, a complimentary dessert, or a sterling silver or 18k gold necklace from Lagos’ Beloved collection.

Top: New York restaurant Serendipity3 has partnered with jewelry designer Lorraine Schwartz for an extravagant diamond and chocolate dessert on Valentine’s Day. “Go big or go home!” says creator Joe Calderone. (Photo courtesy of Serendipity3)

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Also known as the more gender-neutral Palentine’s Day, Feb. 13 has become an increasingly popular way for people to celebrate friendship. Jewelers are now creating events and special items to boost the unofficial holiday as a reason to shop, have fun, and show affection with your besties.

Granted, Feb. 14 may still take up most of the budget, but Galentine’s can stand out on your calendar with friendship-focused shopping lists and gal-pal get-togethers like Rebel Nell’s aura readings, where ticket holders receive a bracelet in their aura’s color.

Classic jewelry can be the perfect Galentine’s Day gift, so Leon Rbibo, president of the Pearl Source and Laguna Pearl, recommends a pair of freshwater studs or an akoya bracelet—both are simple and affordable yet elegant and timeless. The edgier Fame and Fortune lines from Laguna Pearl will give a fashionista friend that boundary-pushing look she may want.

“The thing about pearls is that they are a symbol of power, elegance, independence. And to a large degree I think that’s what Galentine’s Day is all about as well, and that’s why I think it should be celebrated,” Rbibo says.

“It offers us a chance to empower and prop up the people around us—maybe the people that ordinarily wouldn’t get gifts or that you might not celebrate with over the holidays,” Rbibo adds. “Galentine’s Day is about celebrating one another but more importantly supporting one another.”

Here’s how jewelers and jewelry designers are looking at Galentine’s and Palentine’s Day for 2023, according to interviews with JCK.

With women buying jewelry for themselves more, Galentine’s Day has become a way for women to honor the friendships that have enriched them, says Avi Aranbaiev, founder of Liori Diamonds in New York. He recommends tennis necklaces, east-to-west settings, and “conversation pieces” as Galentine’s Day presents.

“A solitaire you can wear on a thin chain or as a choker is very in right now. It’s affordable and a great gift as well,” Aranbaiev says. “Our best sellers are 1½ and 2 carat [solitaries]. It’s the best of both worlds—it shows class, and you can wear it every day.”

Aaron Basha is bringing beads to Galentine’s Day with Basha Besties, bracelets that symbolize lasting friendship.

“True friends look out for one another and wish each other well. This is the perfect gift to express to your girlfriends that you have their back for Galentine’s Day,” says Regine Basha, president of Aaron Basha.

Friendship is all about honoring and supporting those you love, so Carolyn Rafaelian created posy bracelets engraved with encouraging and inspiring phrases for the powerful women in your life, including “Rather Now Than Tomorrow,” “I Am Not Afraid, I Was Born For This,” and “Go Forward Bravely.”

“Our Posy wire bracelets bring a medieval lovers tradition to life and with this collection Metal Alchemist is honoring Joan of Arc, a heroine of great courage who proved what faith can do,” Rafaelian says. “Her message and life of bravery changed history and her quotes have stood the test of time. Her words speak to the spiritual warrior in all of us and have a power more relevant today than ever.”

Permanent bracelets are finding lots of love for Galentine’s Day, with events across the country. Patricia Carruth from Your Personal Jeweler in Royal Oak, Mich., is adding events several weekends a month to keep up with demand.

“This year I decided to throw a Galentine’s Day event to celebrate the love of friendships. Valentine’s Day is cool, but a day honoring your platonic relationships is just as important,” Carruth says. “For our event, we’ll be serving light refreshments and welding permanent friendship bracelets.”

Kross Studio recommends its Wonder Woman watch and watch roll as a way to show your best friend that you believe in her superpowers.

“A watch is a great gift because it is functional and timeless and can reflect the recipient’s personal style,” says Kross Studio founder Marco Tedeschi. “The personal touch of a custom watch shows the thoughtfulness and consideration put into the gift. It shows that you have taken the time to truly understand the recipient and what they value.”

Erin Sachse, founder and designer at Eriness, considers Galentine’s Day a time to show her friends and family how much they mean to her with treats and, of course, jewelry.

“A perfect gift is something that holds sentimental value and is something you have for the rest of your life. With that being said, jewelry is exactly that. It is something special that will always signify a moment in time and can always be carried with you,” Sachse says.

Lionheart’s Sarah Mahsa says Galentine’s Day could be an occasion for a shopping trip with your friends, picking out jewelry and creating that long-term bond with a day out.

“Jewelry for Galentine’s Day is wonderfully special. It reminds us of when we were kids and gave our best friends a friendship charm, split the heart in half, and wore it around our neck every single day,” Mahsa says. “That piece represented the value of our friendship and meant the world to us.”

Akaila Reid’s Akaila Johnson suggests matching rings, which friends could wear together to represent their sacred bond.

“Whenever I think of my closest friends, I think of what Charlotte York once famously said [on Sex and the City]: ‘Maybe we can be each other’s soul mates. And then we can let men be just these great, nice guys to have fun with.’ I truly believe our deepest relationships can be with the friends we choose to journey through life with,” Johnson says. “What better way to honor those relationships than with a piece of jewelry that will last forever and remind you of them every time you wear it.”

Jewelry is a great Palentine’s or Galentine’s gift because it represents a feeling without words, says Inesita Capó of İTÄ jewelry.

“Sometimes we don’t express ourselves as well with friends as we would with family or significant others,” Capó says. “We’ve always loved the Turkish word for friend—arkadaş—which very literally means ‘to share a back.’”

Top: The Pearl Source says elegant pearl studs ($84) are an ideal gift for your best friend on Galentine’s Day, Feb. 13, an unofficial holiday to celebrate friendships. (Photo courtesy of the Pearl Source)

Set to release to the public March 7, the Nike x Tiffany & Co. Air Force 1 Low 1837 shoes come in premium black suede and feature that unmistakable Tiffany Blue on the well-known Nike Swoosh in leather. The shoe also has co-branded silver details above each heel. The retail price for the shoe is $400, according to a Tiffany press release.

Social media reaction was mixed. Some commenters admired the collab and seemed ready to buy. Others wondered why this particular shoe was selected, as the shoe had a negative reputation within certain songs, memes, and common parlance—black Forces or AF1s were known as shoes a person “who is up to no good” might wear, some noted.

In its press release, Tiffany said the companies selected this shoe to honor Air Force 1’s 40th anniversary. “The shoe…is a first partnership for the brands on a ‘legendary pair,’” according to the press release.

“Each design is as much a celebration of the Nike x Tiffany & Co. Air Force 1 1837 as it is a display of the House’s unparalleled savoir faire and craftsmanship,” Tiffany said in a statement.

Jewelry designer Amina Sorel calls the partnership and resulting products “a win-win for everyone.”

“Nike and Tiffany’s team up for an epic campaign that both the jewelry and athleisure connoisseur will appreciate,” Sorel tells JCK. “‘Just Do It’ in [Tiffany] Blue signals an emergence of elegance and approachability that jewelry lovers and sneaker aficionados didn’t know they needed.”

The Nike x Tiffany & Co. Air Force 1 1837 will be sold at two Tiffany locations in Manhattan: the Flagship Next Door and the SoHo store. It also will be available globally via Nike’s SNKRS app and at select Nike partner retail stores across North America.

As part of the Nike collaboration, Tiffany will offer sterling silver accessories at prices ranging from $250 to $475. These co-branded items include a whistle, shoehorn, shoe brush, and dubrae for the shoe’s signature laces. Individual prices on each item were not available, and Tiffany did not respond to additional requests for comment on the pricing.

Sneakerheads have long waited for the Nike and Tiffany collaboration. There are some Tiffany-inspired shoes already on the market, but they are not official partnerships between the two brands.

Publicity hit a high the weekend before the official shoe release announcement as leaked pictures of the collab found their way to Instagram and other social media. Tiffany itself finally teased the partnership on Instagram; the post got more than 1.4 million likes.

In the hours following the Jan. 31 announcement, public reaction ranged from disappointment—some commenters said they would have preferred a white shoe with a Tiffany Blue Swoosh—to concerns that the shoe was a form of gentrification. Images of basketball great LeBron James wearing the shoes gave the news life as well for another day.

Tiffany has had a variety of similar social media moments over the past few years, including when it released images of a thorned crown it created for musician Kendrick Lamar and its use of Jean-Michel Basquiat’s art in the “About Love” campaign with Beyoncé and Jay-Z.

The brand also has enjoyed key successes of late, including its gender-inclusive Tiffany Lock, a modern take on a bracelet that has gained Tiffany new, younger customers. Its parent company, LVMH, recently reported record sales and credited Tiffany in its press release.

“Tiffany & Co. had a record year, driven by its increasing desirability. While its High Jewelry revenue doubled, the new Lock bracelet collection, rolled out in North America, enjoyed great success alongside other iconic lines,” the company said.

Top: Two product giants made their collaboration official Jan. 31, revealing the Nike x Tiffany & Co. Air Force 1 Low 1837 shoes and four sterling silver accessories. (Photos courtesy of Tiffany & Co.)

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Shane Co.’s 15 First Dates contest offers to pay the chosen winner $1,500 to go on 15 first dates. Applicants must be single and able to find 15 different people to go on 15 dates with over a period of five months.

Sounds easy, right? Then you likely haven’t been in the dating pool recently. There are podcasts devoted to how dating apps have become money-focused monopolies that think more about profit than true love—so finding that long-term partner or spouse isn’t all roses, piña coladas, and getting caught in the rain.

“The 15 First Dates contest is our way of encouraging people to get back out there. Navigating dating IRL has been challenging to say the least after the last few years,” says Johnray Strickland, director of digital marketing for Shane Co. “We’re hoping to inspire people to make new connections with one lucky person who will share their journey.”

Here’s how it works, Strickland says. First, applications are due by Feb. 10 at 11:59 p.m. ET. You can apply online at The Loupe, Shane Co.’s blog devoted to jewelry, engagements, and all things sparkly.

The application requires the person’s name, age, location, why they want to be selected to go on 15 first dates, and what their ideal first date might be. The winner must be at least 18 years old and a U.S. citizen or permanent resident to apply.

The winner does not need to pick strangers for these 15 dates, but they must select 15 different people for these outings, the requirements state. The winner also will be required to take a photo to document each of the 15 dates and fill out a brief worksheet outlining their experience.

The winner will be announced on Feb. 27 and they will then receive the $1,500 payment to conduct their 15 first dates. In the fine print, the rules note, “the winner will be required to complete certain tasks designated by Shane Company,” and the winner will agree to have his or her name, image, and video used in publicity material.

Shane Co.’s blog post about the contest already has nearly 9,000 views and it received coverage on websites including CNN. So, this promotion already seems like a winner in terms of getting potential customers to the website and possibly signing up for Shane Co. emails at the same time as they enter.

In the blog post’s comments section, people highlighted why first dates make them, well, nauseous. But many also note they were “single and ready to mingle,” so the contest is likely to be a grand success for Shane Co., which admits in the blog it would love to see the winner eventually need one of its engagement rings after the dates are completed.

If you’re in a relationship or married, fret not: Shane Co. also has a contest to give someone $1,000 to binge-watch “gal pal movies” with your bestie, so there’s that.

Top: If you enter and win the Shane Co. 15 First Dates contest, you may end up giving or receiving a Shane Co. engagement ring, which could result in a lifetime of not having to go on a first date ever again (photos courtesy of Shane Co.). 

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So, what’s it like to have your home highlighted instead of your jewelry? Pretty amazing, says jewelry designer and St. Paul, Minn., store owner Loden, whose midcentury lake home is featured in the winter 2022/2023 issue of Midwest Living.

The story of how Loden ended up in the pages of a magazine celebrating the Midwest spans over years, includes a successful collaboration with an architect and interior designer, and involves a frigid wintertime photo shoot that required bribing Loden’s two children to get it accomplished, she admits.

The whole process started in March 2020—that’s when Loden, who was  four months pregnant at the time, began her home renovation project. She and her husband loved their home, but it was dated and closed off. Loden knew interior designer Allison Lee Landers, who had recently joined Joy Architecture as a partner, and they all collectively got to work.

As Loden notes, the home “had great bones, it just needed some of us put into the design.” The result is a more open floor plan that takes advantage of its serious site views—come on, there’s a lake nearby—and creates more space for entertaining, something Loden enjoys when she’s not making her architecturally savvy jewelry.

The crafty decorations seen on the Christmas tree in one of the main photos is what Loden says she enjoyed the most—the magazine stagers used her signature jewelry to design cardboard, midcentury inspired ornaments for her home and tree. Loden says she can see doing similar projects as an in-store event at her retail location in the future.

Joy Martin, owner of Joy Architecture + Interior Design in Minneapolis, pitched Loden’s house as a compelling design project to a freelance writer. That writer then pitched it to a variety of publications, and Martin says Midwest Living wanted to feature it in its holiday issue. That meant not only cleaning up the family home to the point of perfection, but also creating holiday decor that suited the structure and the Loden clan.

Martin, who does mostly residential work, says she loved working with Landers as well as Loden on the house, which she calls a place that “needed a lot of love,” and ended up creating great spaces for the Loden family.

“It was the 1970s all over the house and not in a good way,” Martin says. “It was fun for us to go in there and read the bones of the building. We let it evolve into the next generation of its life as a family home.”

Martin met Loden when they were in a women’s entrepreneur group together, and they clicked both personally and professionally. Loden had already done some spaces in her home, like the lower-level bedrooms, and she hired Martin and Landers to finish the rest of the structure.

Landers says she is proud of the midcentury elements they added, including a classic slat bench in the entryway. They also added all new exterior and interior elements, such as more windows and a new roof, to refresh the entire home and “celebrate the view,” she says.

All in all, the experience was excellent, Loden says. Oh, except for shooting the magazine’s cover photo in below-zero temperatures while pulling her two kids on a sled. That was a Midwestern form of torture that involved a lot of cajoling and some bribery. Still, the result was worth it now that the magazine is out in the world.

“[The home] was a jewel waiting to be loved,” Martin says.

Loden agrees. “It’s all about creating connection,” she says. “Whether it’s my home and the design work done there to what we do in the studio, it all inspires me.”

Top: Larissa Loden’s kitchen truly is the heart of the home, and it features prominently in her Midwest Living feature story, “True Potential” (published with permission from Midwest Living. Photography by Josh Grubbs. Meredith Operations Corp. All rights reserved).

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That’s one of the major takeaways from the trifecta of retail events known as Black Friday, Small Business Saturday, and Cyber Monday, according to jewelry retailers, retail experts, and data analysts, all watching what people were buying Nov. 24–29 with great anticipation.

The National Retail Federation (NRF) reported Nov. 29 that a record 196.7 million Americans shopped both in stores and online during the five-day holiday buying binge from Thanksgiving Day through Cyber Monday. That number is up nearly 17 million from 2021, the Washington, D.C.–based retail trade organization says, and it is the highest figure since the NRF started tracking this data five years ago.

“It is consumer demand that is driving growth,” says NRF president and CEO Matthew Shay in a media call on Nov. 29.

While consumers are wary of economic turbulence—higher inflation, labor challenges, and a looming rail strike that could disrupt multiple industries—these deal-conscious shoppers still got out and enjoyed some post-turkey retail time, Shay says.

Ronnie Taubenfeld, founder of Ronnie Taubenfeld Jewelry, says she saw consumers over the Thanksgiving weekend look for sentimental or personal purchases within her jewelry business.

“I have noticed my customers purchasing larger pieces with strong geometric elements and splashes of color—in particular, pendants and rings,” Taubenfeld says. “Sterling silver is popular, as well as one-of-a-kind pieces imbued with the artist’s touch. Customers are interested in how pieces are made and learning about the designer, seeking a sense of connection to their jewelry purchases rather than trend-focused purchases.”

Here are six takeaways from the retail news of the weekend that could help retailers, particularly jewelers, through the holiday shopping mania.

1. In-store shopping was key. People still went online, but they wanted the experience of browsing and buying inside a brick-and-mortar location, Shay says. As social creatures, humans want to be out and about, and the pandemic-related shutdowns and slowdowns had many people ready to go into stores now that the swell of cases has decreased.

2. Shoppers still want the perception of a deal. In its consumer survey to get these results, the NRF says its respondents were pleased with the sales, promotions, and price matching they saw across retail channels over the Thanksgiving weekend.

3. On average, shoppers told NRF and its research partner Prosper Insights & Analytics that they were almost halfway done with their shopping at this moment. But that leaves “plenty of room for additional purchases in the remaining weeks of the year,” says Prosper executive vice president of strategy Philip Rist.

4. Payment service Klarna reported its “Black Week” shopping data on Nov. 29 and said that its shopping index found people were buying bridal wedding ring sets—this important category was up 41%, Klarna data said—as well as watches and lockets. So, retailers may want to boost the visibility of these products in store for consumers to consider.

5. Don’t sleep on online shopping. Adobe vice president of growth marketing and insights Patrick Brown told CNBC’s TechCheck that not only did jewelry discounting show results for retailers, but also that consumers are still loving the ease of shopping online, especially through their mobile devices. If you haven’t upgraded these shopping channels, this is time to reevaluate and update them.

Adobe Analytics said U.S. shoppers spent $35.4 billion online over the five-day shopping period. Cyber Monday was the biggest day for that weekend with sales topping a record $11.3 billion, or a 5.3% increase from 2021. Black Friday sales rose 2.3% to $9.12 billion.

6. Keep an eye on the potential Dec. 9 deadline for a U.S. rail strike. “It continues to be an unpredictable year and very different than the last two seasons,” Shay says. This potential “serious headwind” that is the rail strike is one of things that might cause concern among consumers, as well as any company needing goods that are transmitted by rail, Shay says. President Biden has called on the U.S. Congress to help block a strike, which some say could cost the nation $2 billion a day.

The NRF defines the holiday season as the time period between Nov. 1 and Dec. 31. The group believes that retail sales will increase between 6% and 8% during this time, or between $942.6 billion and $960.4 billion.

Top: Independent jeweler Ronnie Taubenfeld hopes to spur holiday sales this season with her one-of-a-kind creations, such as this necklace ($285), known as Abstract No. 1. Retailers are seeing more sales in the early part of the holiday time period: Surveys show most consumers have bought about half of their gifts by now (photo courtesy of Ronnie Taubenfeld).

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While that may be one layer of this generational onion, it is just a start, according to the experts who will be speaking at the fourth annual Women’s Executive Leadership Forum. The Oct. 27 event at Bohemian Hall in New York City is a partnership presentation between the Women’s Jewelry Association (WJA) and Citizen Watch America.

The ticketed event features a panel of speakers who know Gen Z in part because they are of that generation and have studied this consumer group extensively, says WJA’s executive director Jennifer Markas.

“As this consumer matures, more and more of [the jewelry industry’s] focus is going to be on how to capture their loyalty,” Markas says. “There are specific things we’re going to address during this event that will cover that and is relevant not only to the moment but also how we can move forward.”

Panelists include Mark Beal, author of three books on Gen Z; Rob Harvath, vice president of consumer insights for Citizen Watch America; Susan Chandler, the chief merchandising officer for Citizen Watch America and WJA president; and Carla Wilke, Citizen Watch America’s chief marketing officer.

Beal also is a 30-year marketing and public relations practitioner who is interviewed regularly by top-tier media. Beal collaborates weekly with Gen Z students at Rutgers University, where he teaches courses in integrated marketing communications.

Citizen Watch America will present its latest research study, “What Makes Gen Z Tick,” which examines this age group in relation to their interest in jewelry and watches. The panel will discuss Gen Z’s behaviors as shoppers in terms of what they believe, their attitudes toward luxury goods, and what drives Gen Z to buy. The panel also will cover key topics such as sales, marketing, merchandising, and sustainability.

This kind of educational opportunity, which brings in top industry research from major brands, is what WJA wants to use as a new model for its events, Markas says. “The goal is to partner with corporate leaders and companies that are conducting very impactful research and thought leadership,” she says.

Event tickets are available online and cost $450. All attendees will receive a Marketing to Gen Z Holiday Hot Sheet that highlights the top five actions a brand can take this holiday season to reach Gen Z. Plus, attendees will receive a copy of Beal’s new book, Gen Z Graduates to Adulthood.

Event sponsors include JCK, Citizens Watch America, De Beers, Macy’s, Stuller, and the Signet family of brands. The Women’s Executive Leadership Forum was developed in 2019 as a think tank–style convening of women leaders in the jewelry and watch industry. Its purpose is to network, evaluate industry opportunities, and solve business challenges, Markas says.

Top: The Women’s Jewelry Association is holding its fourth annual Women’s Executive Leadership Forum on Oct. 27 in New York. The event will highlight how to market to Gen Z. This photo is from a previous WJA event (photos courtesy of the Women’s Jewelry Association). 

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Thanks to pandemic-related supply issues and consumer-spending pullback, more retailers, including Amazon, Target, and Walmart, have put together special October sales, giving rise to a new retail phenomenon called Black October, says Angeli Gianchandani, professor of marketing at the University of New Haven’s Pompea College of Business.

Gianchandani came up with the term Black October because she noticed so many stores creating marketing and discounts for shoppers this month, rather than waiting until November or Black Friday, which used to be the kickoff to the holiday shopping season. But that old tradition has slowly been dissipating for years now, with sales typically covering the whole month of November.

This year, the start of the holiday shopping season has been pushed back to after Labor Day but way before Halloween, Gianchandani says, so retailers of all kinds need to know how the landscape has changed and how to respond.

“What retailers need to do is communicate early and often,” says Gianchandani, who formerly worked for luxury brands including BMW, Polo Ralph Lauren, and DKNY.

That means customizing your messages, creating savings and offers that appeal to your shopper, and using whatever data and technology you have to track that savvy consumer to give them a deal on the items they’re craving.

“You can’t let go of your customer. And that’s the key to all of it. It’s really knowing who your customer is and creating deep relationships with them or a personalized experience that meets their needs and excites them,” Gianchandani says.

Examples of a Black October mentality are all around. Target offered “Deal Days” Oct. 6–8. Amazon held its first “Early Access” Prime Days Oct. 11–12. Walmart countered with “Deals for Days.” One jeweler recently offered to her email list an early 25% discount on solid gold pieces, noting that “Black Friday is a month away, but our…solid gold heirloom pieces are made to order, taking between 2-4 weeks to craft by hand.”

Retail analysts are concerned these early sales will steal from regular events such as Cyber Monday, but generally retailers seem eager to get any sales, as U.S. consumers are expected to buy less for the holidays this year.

For example, global consulting firm AlixPartners has said it expects holiday sales will increase 4%–7%, which is a drop from 2021’s boost of 16%.

“Retailers have precious little leeway this holiday season and must get everything just right to end this difficult year on a happy note. Inflation-hit consumers are planning to spend less this year, which means holiday splurges may be harder to come by unless retailers deliver exactly what buyers want,” AlixPartners said on its blog.

So, why is this shift in the retail calendar happening so dramatically in 2022? The pandemic is a major factor, Gianchandani says, but it also has to do with the overall economic world we are living in because of inflation and other factors.

“It’s the macro environment that is changing the behaviors of how people shop,” Gianchandani says. “It’s culture, demographics, social trends, technology advancements, as well as the political and economic situation.”

This Black October concept also is happening because of omnichannel shopping habits, Gianchandani says. Before, but especially during, the pandemic, consumers got used to shopping online for everything. Now, they combine that online experience of research and shopping for goods with in-store experiences.

Add in the factor that they want their goods quickly, and you’ve got a situation where retailers are working harder and harder to meet those expectations of low-cost, on-time delivery, and lots of inventory. By pushing things back into October, retailers can ensure people get what they want when they want it and at the price they hope to pay, Gianchandani says.

Gianchandani says she recommends that luxury retailers such as jewelers who have physical stores create in-store events that they can advertise through email or on social media. Have customers come in for a coffee or wine experience. Give them beautiful cupcakes or cookies as you provide exclusive, private showings. These kinds of moments will appeal to consumers who want to hear from you and make them feel like they’re getting something special or an experience, Gianchandani says.

“Retailers really need to pivot and adapt to all of this shifting behavior and shifting patterns,” Gianchandani says.

Top: Holiday shoppers are seeking more value and earlier sales because retailers are offering October deals, says retail expert Angeli Gianchandani (photo: Getty Images). 

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