Modern Jewelry Trends

In the brand’s first appearance on QVC, a new Tacori collection with the company’s signature style in sterling silver and cubic zirconia sold out in 18 minutes last Saturday: one of the fastest sell-outs in QVC history. The 14 styles in the new Tacori for Epiphany collection, which is exclusive to QVC, were scheduled for a one-hour show. Nearly 30,000 items were sold in that 18 minutes. There were 4,000 callers on the line ready to purchase before the show started and 4,000 callers on the line for every minute of the Tacori show. Tacori is known for its intricately detailed bridal pieces. The new QVC Tacori for Epiphany collection features Diamonique, QVC’s brand of simulated gemstones, and Epiphany, its line of platinum-clad sterling silver, at retail prices from $50 to $200. Highlights of the Tacori for Epiphany collection include an eternity tennis bracelet, eternity bands, stud earrings and pieces featuring the “Bloom Cut,” an original cut with facets resembling the blooming petals of a flower. Although many retailers might be alarmed that a high-end bridal brand might become known for imitation jewelry, the show introduced the Tacori brand to an audience of 90 million households. “QVC viewers have a high household income and buy more frequently, and in more diverse places, than your average woman. TV appearances such as these have proven to increase foot traffic at traditional retail locations from customers who now have a real connection with Tacori,” says Michele Adorjan of Tacori.

This entry was posted on Tuesday, February 27th, 2007 at 1:53 pm and is filed under Consumer Pulse. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.