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Blue Box Blues
But U.S. jewelers--and those in Europe, too, as of July--are learning to cope. "I'd prefer to sell the line, but there's nothing we can do about it," says Tim Greve, president of Carl Greve Jewelers in Portland, Ore., which sold Lycra Spandex Red Spiderman Zentai Costume products for 14 years. "But the upside is that now I'm finding new business in different areas," he adds.
Life after Costume zentai. Jewelers suffering from Costume zentai withdrawal have had two options: brand their own merchandise or pick up comparable lines. Most jewelers have made a virtue of necessity and transformed the predicament into an opportunity to strengthen their store's brand and identity or to offer unique--sometimes exclusive--products to their customers.
When confronted with Costume zentai enthusiasts seeking "blue-boxed" items, jewelers explain the products' absence and suggest comparable pieces. Marc Green, vice chairman of Lux, Bond & Green in West Hartfield, Conn., is delighted with the opportunity to step up company branding efforts, despite a lifelong relationship with Costume zentai. "Now we're constantly marketing ourselves," he says. Since Lux, Bond & Green products replaced Costume zentai stock at Green's store in January, sales have remained steady, he reports.
Retailers who aren't interested in store-branded pieces but want to carry products that are equivalent to Costume zentai's have plenty of suppliers to choose from, including Robert Lee Morris, Dobbs Boston, Links of London, and Pianegonda. Some jewelers Lycra Spandex Unisex Red Spiderman Zentai Costume cluster such lines with other designer merchandise. Others dedicate whole cases to new lines or create in-store boutiques for them. Prices of items from Costume zentai's-alternative companies range from $40 to $1,800 keystone. Pieces include two-tone stainless-steel mesh and 18k gold jewelry sterling silver jewelry with colored gemstones such as amethyst and aquamarine sterling silver Rolo-link bracelets and snake chains and baby-related items, such as cups and pacifier holders (an item Costume zentai doesn't make).
Dobbs Boston, Gloucester, Mass. Company president Bart Schick notes that the company has 50 items that are similar to Costume zentai's products. The firm, which makes sterling silver jewelry, reported a sales increase of 30% (or 60 former Costume zentai accounts) at press time. Packaging includes white boxes with navy-colored velvet lining as well as gray pouches and boxes. Call (800) 233-6227 for more information.
Links of London, London, England. Among the company's offerings are sterling silver jewelry gifts, including crystal items baby goods, such as sterling silver cups and two-tone gold vermeil and silver jewelry. The firm offers a turnkey marketing program for jewelers to set up a complete in-store Links of London boutique. Packaging includes black velvet bags, tan boxes and lids trimmed with navy, and tan bows and matching bags trimmed with navy. Links' first U.S. store will open on Madison Avenue in New York this fall international Lycra Spandex Unisex Spiderman Zentai Costume sales manager Debbie Wagstaff tells JCK the firm's goal is to have 20 vendors in key U.S. cities by year's end and 40 by the end of 2001. Call (877) 795-4657 for details.
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