All that glitters can be sold; the rise of jewellery party plan companies
Posted by sharon - 15/08/09 at 09:08 amArticle by Bridgette Barrett
In 1949 – the same year that the iconic Tupperware parties first began – another party plan genre was born. Emmons Fashion Magic was the first jewellery to be sold at home parties, between 1949 and 1981, preceding its sister company, Sarah Coventry.
Emmons Fashion Magic Jewelry was the first jewellery party plan company
Sarah Coventry was launched by Charles H Stuart, founder of Emmons Home Fashions. The Sarah Coventry parties continued until 1984 and were particularly popular in the 1960’s-1970’s. In 1984, the party aspect of the business was discontinued until a revival in 2003. Unfortunately – in October 2008 – the Sarah Coventry Company was closed for good. However, the rest of the jewellery party plan business has seen something of a renaissance, with trade booming despite the current recession.
Costume jewellery is popular as a cheaper alternative to real jewellery
The market for fashion jewellery is on the increase. However, lower cost jewellery is nothing new. As early as the 1700’s, costume jewellery was popular with the more affluent middle classes. In the 1800’s mass production and new materials meant that jewellery became much cheaper and its popularity gradually increased. Despite this, up until the 1930s, jewellery was still largely worn to demonstrate wealth and prosperity, with expensive pieces (or paste replicas) handed down through the generations. This began to change as designers such as Coco Chanel began to develop jewellery specifically designed to enhance particular outfits and styles.
Vintage costume jewellery is handed down through families
Today this trend has continued with increasing numbers of us wanting jewellery that we can easily match to our ever changing outfits, at a price that means we don’t have to worry if we get bored of it or only wear it a few times. Jewellery fashions change as rapidly as clothing fashions and accessories are seen by many in the fashion industry to be the key to a great outfit and the look of the moment – this trend is good news for the many jewellery party plan companies now in business.
Emmons Fashion Magic and Sarah Coventry parties were just the beginning; there are now many companies that sell jewellery through home parties, demonstrations or direct sales. It is no surprise that one of these is the world’s largest direct seller – Avon. In 1971, after 85 years in direct sales, Avon launched their jewellery line, gradually increasing the number of pieces they offered their customers. Although it remains a small part of their business, the provision of reasonably priced jewellery fulfils an important need of their core customer base.
Avon costume jewellery is popular all over the world
For sometime, Avon was the only direct seller to sell jewellery. However, the 1990’s saw the beginning of a resurgence in the market for fashion jewellery. In the early 1990’s Cabouchon was launched by Petra Doring and at the time was Britain’s most successful direct selling company At its peak it had a turnover of £140 million a year with 250,000 distributors selling jewellery via parties and catalogues. The company would later go bust in 1998, however it has now been bought by Kleeneze which is part of the hugely successful Findel Group and Cabouchon was relaunched in 2007 to join the plethora of jewellery party plan companies on the market.
In 2003 Sue Dean and Tim Westinghouse introduced Miglio to the UK. The company was started in 1996 by Mike and Jenny Miller in South Africa. Since 2003 Miglio has seen rapid growth with over 900 consultants across the country. Their success looks set to continue with Miglio consultant Rebekah Patterson being awarded the New Direct Seller of the Year award at the 2009 DSA conference.
LoveNoodle Jewellery
2005 was something of a turning point with the launch of four jewellery party plan companies Vie at Home, Jo Magdalena , Love Noodle and Crystal Café, as well as the Silverdaze jewellery franchise.
Silverdayz offers a franchise sales opportunity
2005 also saw the launch of The Keepsake Co franchise specialising in baby casting kits. They soon expanded their range to include jewellery as a keepsake of your child’s fingerprint. A franchise such as The Keepsake Co. and Silverdaze is different to party plan in that you have to buy the franchise to gain the right to sell the product.
In January 2005, the existing Virgin Cosmetics brand launched its new jewellery range, beginning with just 80 pieces, as it looked to expand on its already very successful cosmetics party plan business. This proved a good business decision and in 2006 they received an award at the Retail Jewellery Awards. In September 2006 Virgin Cosmetics was rebranded as Virgin Vie at Home in order to better incorporate the successful jewellery line. In January 2009 it was to become Vie at Home after a management buyout and now is the largest party plan company in the UK with over 10,000 consultants.
Jo Magdalena was started by Chris Roberts and her step-daughter Jo Popham, in the first instance from her garage. Chris saw a fashion-based business that was experiencing success in direct sales and felt there was a gap in the market for fashion accessories. What began as a hobby soon grew into a successful business with over 100 agents across the UK.
Jo Magdalena
Crystal Café produces a range of handcrafted jewellery using crystals, semi-precious stones and glass beads made in the UK. Love Noodle focuses on handmade jewellery inspired by the Far East.
More recent companies to join this ever expanding group are Joy by Design, Karina Jewellery and Funky Fings. Launched in May 2007 Funky Fings has further developed the range of products available with Jean gems and boot gems and Joy by Design offers a bespoke service.
Funky Fings joins the competitive jewellery party plan market
Within the broader party plan community, the ‘kitchen-table’ model of companies starting locally with one or two motivated entrepreneurs has proved successful with companies like Tish Tash Toys and My Secret Kitchen
Tish Tash Toys offer a flexible work at home opportunity to parents
Arabella Miller and Poppy’s Books are home selling companies that also began life on the kitchen table. This model is now being adopted by up and coming companies within the jewellery trade – expect to hear much more from Taylor and Vine, Fylde Coast Jewellery and Pomegranate in the future.
Taylor and Vine jewellery parties are taking off in Herts, Beds, Bucks, Middx and North London
Even in difficult economic times, there will always be a demand for reasonably priced, high-quality jewellery. With a community that includes nationally established party plan companies, suppliers of bespoke pieces, and incredibly ambitious newcomers, the party plan jewellery industry appears to have an extremely bright future.
Looking for ideas for working from home, need some advice and inspiration to make your work at home career really take off – become a member of Party Plan Together today! It’s free to join PPT and it only takes 2 mins! Click here.
