If you are anything like me, you probably learned very quickly that although children are blessings, they cost a lot! Their hugs and kisses melt your heart, but they really do break the bank! For me personally, other than growing out of her new clothes in 2 weeks, one way I learned this was through the amount of money I parted with in jewellery stores. My daughter loved pretty earrings and as she was young I always wanted to make sure I only ever bought good quality pieces made from gold and silver to avoid any reactions. But let’s face it, those itsy-bitsy things always managed to disappear into thin air and I’d soon find myself back in the shops handing over cash.
Fast forward a few years and several odd earrings later I begun a temporary position in a well-known jewellers in Westfields, London. It was there that I learnt that this was a common experience and not as a result of my daughter being extremely careless. When conversing with parents and grandparents looking for children’s jewellery, they had many stories. We also had a young teen come into our branch at one point in floods of tears looking for earrings that looked like the ones her late grandmother had bought her, after losing one at school. It had me wondering why children’s earring didn’t have the option of an extra, so that parents like myself had more peace of mind parting with large sums of money on fine jewellery and so that grandparents and other loved ones knew that their gift would be treasured for a while. It was there that the seed was planted and I began looking around and doing market research to see if others shared my thoughts.
Our research was both informative and encourage and it was great to have the statistics to back the idea. Of the randomly selected mums who have daughters with pierced ears:
• 81% said their child has misplaced earrings.
• 88% said they would buy sets that came with an extra stud if they had the option to.
• Of those that said they would prefer the extra, a whopping 74% said they would even pay more for this whilst 26% said they would choose a set of 3 for a similar price.
It was in late 2016 that we decided to take the plunge and be the first company to sell earrings as a trio, selling three at a similar price to the price for a pair on the high street. To suit all budgets we also decided to add a gold-plated range as a great affordable alternative to solid gold, with the base material being silver to avoid reactions for children with sensitive ears.
Feedback since launch has been overwhelming and we are really look forward to expanding our collection and building trust between ourselves and the general public.
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