(NEW YORK) - While New York City as a whole made its first steps back to life just recently, Royal Chain kicked off the end of their lockdown by introducing their first post quarantine collection.
The next generation of Royal’s popular bridal collection is coming out just in time for what is usually considered wedding season. While many celebrations have been postponed or cancelled, Royal Chain is betting that the lucrative bridal market will be strong through the rest of the year, and with many people holding off on big celebrations or travel, there may be a whole lot more money left over to spend on gifts and jewelry.
Royal Chain’s first foray into the bridal market was last spring with the “after the ring” collection, which featured pieces centered on add-on sales. The goal was simple - get the newly engaged couple back to the jewelry store to shop for all of the additional things they will need like bridesmaid gifts, groomsmen accessories, gifts for the mother of the bride, or even items the bride will want to wear for her bachelorette party or shower. Not one wedding band or semi mount was to be found, as Royal Chain believes the focus should be on the things they do best, such as gold and silver fashion. Royal reports the concept was a resounding success with retailers basically wondering why they didn’t think about this before.
A new catalog, “after the ring - Volume II”will support the release of the new collection. The collection features some trending favorites, such as paperclip chains, layering bracelets, pearls, and of course something blue. There is even a YES necklace that is available in three languages. Everything is thoughtfully priced for the category.
Royal Chain believes this bridal collection will help retailers spur some much-needed sales in this vital second half of 2020. “I believe the bridal customer is going to want to support their local jewelers now more than ever, but it is up to the retailer to make sure they have everything to retain them,” says Vice President of Marketing Phillip Gabriel Maroof.