A collection of bridal jewelry by a company that doesn’t sell bridal jewelry?Royal Chain, a company primarily known for their gold and precious metal jewelry, will launch its first-ever Bridal Collection.
The aptly named collection, “After the Ring”, has nothing to do with what most industry professionals would consider Bridal. There are no semi-mounts or even a hint of a wedding band in this collection.
The 24-page catalog is an idea that Royal Chain Vice President of Marketing, Phillip Gabriel Maroof, devised to satisfy his desire to cater to the bridal market without deviating from the company’s roots. It was also a way to help retailers, who say that once the ring is purchased, they lose all of the additional wedding-related sales to big box stores and online retailers.
The collection will be very focused and geared towards add-on sale items for after that initial ring purchase. It includes fresh, fun-to-flaunt trendsetting pieces that the bride may want to purchase for numerous events surrounding her big day, like the bachelorette party or bridal shower, as well as the all-important gifts for bridesmaids, mother of the bride or groom and groomsmen. Retail prices in the collection will start as low as $29.
Jewelers can use it in their stores as a guide for wedding parties searching to complete their wedding day needs.
The book will be available for pick-up at spring buying shows, starting with RJO. It will also be mailed out to all Royal Chain customers at the end of this month. Retailers can preview the collection by visiting Royal Chain’s website.
About Royal Chain Group
Royal Chain is the industry’s premium supplier of gold jewelry. Founded in 1978, the company has 40 years of excellence and the continued success of being a third-generation family-owned and operated conglomerate. The company’s portfolio includes karat gold, silver, chain, finished jewelry, alternative metal jewelry, and the nationally recognized brand Phillip Gavriel®. The company is and always has been located in the heart of New York City’s Diamond District. Royal Chain is a member of the Responsible Jewellery Council. For more information, please visit www.royalchain.com.
