Albuquerque, N.M. For the Crevoshay sales team, which typically uses travel to build business, the lockdown during the global coronavirus pandemic served as quite a shock, but a silver lining did emerge: an abundance of time.
To make the best use of it, the brand established a Zoom account and started sharing messages of love and support to “soothe frayed nerves and bring beauty into people's lives,” says founder Paula Crevoshay.
Activities ranged from Zoom cocktail parties (complete with dressing up and boozy beverages) to sharing flipbooks, all moves that generated positive feedback from clients and brand fans.
Ultimately, Crevoshay made use of the communication tools at hand—email, phone, videos, her website, and social media—in a resourceful way to stay top of mind when in-person travel was not possible.
“The basics are simple to understand,” Crevoshay adds. “Success takes persistence. You will always learn more as you go along. If you don't have the skills or equipment, there are plenty of people eager to help.”
Islip, N.Y. Four-year-old jewelry brand LexiMazz Collection has earned a place in Zales’ first-ever Designer Spotlight Program, an initiative aimed at giving artists a platform to share their creations on Zales.com. Alexis Mazza, the force behind LexiMazz, features a healthy number of fresh-looking pearl jewelry designs in her line out of a love of both whimsical and classic design.
“I love using traditional materials in playful ways, such as my pearl hoops,” she explains. “Pearls are timeless but look even more unique, fun, and dramatic in styles like chokers.”
Zales opened the competition over the summer in an effort to inspire makers from diverse backgrounds to leverage Zales’ e-commerce platform in a way that works within the confines of the global COVID-19 pandemic.
A selection of 38 of Mazza’s pieces are posted on Zales.com, with Mazza drop-shipping orders to buyers. Items listed for sale include chic pearl threader earrings in 14k yellow gold, a look that speaks to the Zales.com demographic and their affinity for contemporary styling. Zales calls Mazza’s piece “Distinctly unique, thoroughly modern,” a statement Mazza appreciates. “They liked the fact that with LexiMazz pieces, you have the capability to layer, stack, and be on trend.”
CPAA Member News
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Great Neck, N.Y. Needed: Person with experience in diamonds and pearls. Graduate gemology degree and Pearls As One certificate preferred but not required. Duties include merchandising and generating invoices; social media skills are a bonus. Sales also an option for additional commission. Office is located in Great Neck, N.Y., and is a two-minute walk from the train station. Email or call Harry or Lily Kalatizadeh, London Pearl, at firstname.lastname@example.org or 516-724-4514.