After returning from another Couture (one of the jewelry industry’s most prestigious tradeshows) we are reflecting on the great week we had in the desert and all of the business that took place.
The show is held each year at Wynn Las Vegas, a fitting property for the A-list of brands and retailers who attend the event. We exhibited in a 20ft by 20ft booth in the Lafite Ballroom, among a slew of other top brands such as Yvel, Erica Courtney and Jude Frances. Our booth stood apart from the crowd this year though and was a major upgrade from the 10ft by 15ft space we held previously. Our marketing team worked hard for months in advance to ensure that upon entering the confines of the salon, retailers would be transported into the world of Michael M. With clean, modern furniture, walls covered in luxurious aubergine fabric, plush white carpet and delicate white scrim lining both top and bottom of the space and a chic crystal ball chandelier, the goal was certainly accomplished. Specific Michael M. touches such as our new “Modern Princess” video looped on a flat screen and sleek aubergine calla lily desk arrangements, reminiscent of our ad campaign, completed the branded look and feel.
As for the business that took place, the show was definitely an indicator of a strong finish to the year. Retailers and editors alike took keen interest in our bridal and Dreaming in Color launches, placing orders and requesting images. The 25 new bridal styles that we debuted, encompassing a more delicate, yet still diamond intensive style, were a hit. The offerings in 18k yellow and rose gold specifically garnered a lot of attention. As for Dreaming in Color, the expansion of the collection to over 50 pieces was extremely well received. One seasoned trade editor remarked on the quality of the craftsmanship and the meticulous matching of the rough, natural colored diamonds (something that is hard to accomplish when no two stones are alike). Retailer after retailer placed orders and just like that, we are tasked with creating more of these one-of-a-kind delicacies to replenish the collection.
Back at the office, we can’t help but feel proud of the week’s accomplishments. However there’s no time to bask in our elation. With orders to fill and follow-up to do, it’s back to the grind. Oh, and let’s not forget, strategizing about next year’s show….
Until next time,