[Caitlin]

http://www.nationaljeweler.com/natio..._id=1000946271
Beth Braverman

JUNE 16, 2005 - -- After several seasons of growth in consumer sales and interest from the fashion world, pearl jewelry continues to ride high as new designs put the category on trend for 2005. • Hot-selling pearl pieces lend themselves to the ethnic-inspired bohemian looks that have played out in summer fashion. Pieces like lengthy, layered necklaces that mix pearls with other materials, such as chains or gemstones, have been gracing the pages of virtually every fashion magazine, further advancing consumer interest in the iridescent baubles. • "Pearls have really picked up for us," says Anne Henne, owner of Henne Jewelers in Pittsburgh. "But in a totally different area than you would think. We don't just sell strands of pearls."

Retailers throughout the country echo Henne's remarks, reporting that they have seen strong sales in all pearl categories, and at various price points.

While simple strands remain an important category, consumers also want more fashion-forward pearl jewelry, like cocktail rings with a Tahitian pearl center stone, drop earrings with lustrous akoyas dangling at the ends or colorful necklaces made from a rainbow of pastel freshwater pearls.

Strands featuring asymmetrical, baroque pearls work well with the latest earthy fashion trends, especially in pieces mixed with coral, turquoise or wooden beads.

For retailers who can play up the importance of pearls in fashion and convey it to youngerconsumers, pearls have enormous sales potential.

"You have to let women know that just because it's pearls, it's not something you can only wear with a little black dress," Henne says. "These are pieces you can layer, and that you can wear with anything. You can wear them with jeans."

Each of the pearl varieties has its own unique selling point, and a successful retailer should be adept at emphasizing all, from the value and rarity of akoyas, through the affordable price point of freshwaters, to the large sizes and rare colors of Tahitian and South Sea pearls.