Wednesday 30 March 2011

Flashy engagement rings; an all time favorite for New York women

flashy engagement ring
Many New York women are still following the saying, ‘bigger is better’ and this remains true for their engagement rings as well. It may seem quite amazing to hear that many women in the Big Apple have found to be wearing their wedding bands itself as they consider the teeny-tiny gemstone on their ring finger as something out of the style. The trend has been revealed by the New York Post recently.

Nicole, an editor who gave an assumed name to protect her identity says that though she is not being materialistic, she knows what women in New York are like. However, other ladies feel a bit uncomfortable with all the attention a new engagement ring attracts especially if it looks a bit old fashioned or shabby.

According to Stephanie Coontz, author of the book ‘Marriage, a history’, many women don’t want people to make a great fuss over the ring and make it feel like getting married was the biggest achievement in their lives.

However, the self conscious behavior of the women may not be appreciated as it seems to be a bit over-the-top. An engagement ring should get sufficient importance in everyone’s life as it is been given by someone special.

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Monday 28 March 2011

Evolving strategies in handling today’s bridal couples

bridal couples
Recent trends suggest that the young couples are still going for commitments in relationships through presenting diamond engagement rings in spite of the economic ups and downs. But the sellers are forced to experiment new strategies to get hold of the bridal couples in the current scenario.

According to Kate Peterson, president of Performance Concepts, a retail consulting firm based in the Washington, D.C, the retailers should give proper attention to the type of the customer. Generally the bridal customers would be aged between 27 and 30 and are more sophisticated, better educated and at a higher income level. Strategies should be sought in a way so as to bring the customer back to the retailer for their bridal purchase after buying the engagement ring.

Coming to the marketing side, the trend shows a mixed reaction to new media as well as word-of-mouth publicity. Ellen Fruchtman of Fruchtman Marketing, a full-service marketing firm specializing in the jewelry industry based in Ohio, concludes that the customers tend to check internet and TV for getting information on retailers. While Richard Baker, chief executive officer (CEO) of Premium Knowledge Group (PKG), a market research company confirms that the publicity is gained through word-of-mouth.

Today’s bridal market is one of the most educated generations in history and due to this the in-store strategies should also be altered to create an appeal. Fruchtman points out that the environment in the store should be alive and the retailers should be informed about all the current trends and styles so that they would answer the customer’s queries perfectly. Peterson says that everything in the store should create and appeal and the whole thing is a matter of clean and effective display.

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