Body Jewelry Is A Hit With Girls AND Their Mothers

Body Jewelry Is A Hit With Girls AND Their Mothers

The ever-increasing popularity of precious metal and gemstone body jewelry sold by fine jewelers is a textbook case of a consumer-driven trend. Jewelers shied away from the category for years, incorrectly assuming that their customers weren't the types to wear it. But, as consumers continued asking local jewelers for the pieces, retailers began to see that they were missing an opportunity. Even so, more traditional stores were reluctant to delve into body jewelry, fearing they wouldn't know how to merchandise it along with their more mainstream offerings, and believing that carrying moderately-priced pieces might hurt their upscale image. It hasn't. In fact, consumers have surprised jewelers by demanding genuine stones and precious metals in their body jewelry, creating a viable add-on purchase category with gratifying margins.

Jewelers who have embraced body jewelry are reaping the rewards on many levels. One such retailer - www.JewelryByNET.com was an early adopter of the Body Jewelry craze since 2002 and has enjoyed increased sales, since body jewelry buying customers tend to make multiple purchases. Also, there are opportunities to attract younger women who will become lifelong customers (many come in with their mothers, who buy body jewelry of their own).

High End Body Jewelry has become an accepted jewelry item worn by women of all ages.

Another advantage for retailers who carry body jewelry is that they can position themselves as being hip to an important - and lasting - consumer trend. Since body jewelry continually updates with new fashion trends and innovations, jewelers can help style-hungry customers trade up to pricier looks. While most body jewelry sales are in lower price-point goods, manufacturers say sales of higher-end pieces with gemstones - even significant diamonds - is on the rise.

The body jewelry category includes navel piercings, nose piercings - currently the sector's fastest-growing subcategory - and piercings of other, less mentionable areas. Rounding out the category are non-pierced items, such as toe rings and ankle bracelets.

While the category remains strong and women continue to get body parts pierced, growth has slowed some from its initial surges. Now the classification is virtually mainstream, considered by many to be a jewelry staple like earrings. And, as with earrings, women are rarely content to stick with just one style.

Body jewelry's customer base has also expanded considerably. Initially, the items were worn primarily in urban markets by only the most daring of customers. Now, it's virtually commonplace nationwide, among teens as well as their moms. To boot, the women who got pierced with steel when they were younger are in their 30s and 40s now, ready to trade up to gold and diamond styles more like the other jewelry they wear, such as rings and necklaces. Even teens are choosing precious metals over the surgical steel they receive when they first get pierced - in part because they're coming into jewelry stores with their mothers, who are upgrading body jewelry for piercings of their own.

When it comes to body jewelry styles, trends abound. Since navel jewelry tends to mimic earring trends, fashion's recent focus on necklaces and bracelets means earring looks have reflected consumer preferences. Dangly "chandelier" styles drove sales in recent seasons, but retailers like JewelryByNET.com say anything goes this year.

As a result, belly jewelry is now getting inspiration from all over the jewelry world. Consumers can choose from the fuller chandelier styles, ring-and-charm combinations and linear designs based on three-stone pendants, not to mention the simpler pieces designed to be worn day in and day out.

Since they might be less comfortable for sitting at a desk, dangly belly jewelry tends to be worn for special occasions, such as a night out (or in). Women who favor dangly designs may have everyday pieces, too.

Despite trends that seem to mimic traditional jewelry, there is still novelty to be found in the body jewelry category.

JewelryByNET.com recently launched sales of the official Penthouse jewelry line, which includes navel items in its initial launch. Made from sterling silver or 14-karat gold, the line features some cubic zirconia (CZ) accents, but mainly consists of items without stones. "I've never seen such a tremendous rush of fashion jewelry flying off the shelves with customer demand outpacing inventory levels." says Sam Meddy, President of JewelryByNET.com a leading internet jewelry retailer. "The Penthouse body jewelry line has been a Spring Break hit. We've had customers both male and female purchasing the Penthouse jewelry items as fast as we get them in, they're buying the body jewelry line and the necklace/pendants both in sterling silver and 14K gold. We have customers buying Penthouse Pet items from college students to exotic dancers, adult magazine models and adult movie actresses as well." "Motifs are all about the signature key and the word 'pet' [as in Penthouse Pet], and with summer here, I see no dip in sales for the near future.

"Another very successful body jewelry line for us is our officially licensed Sports Team body jewelry - our New York Yankees logo is a top seller." said Sam Meddy. "For the fan looking for official NBA, NFL, MLB and NCAA body jewelry, we are the source."

Don't forget Personalized Jewelry. A big this year is the Hip Hop influenced Personalized Name body jewelry. JewelryByNET.com sells custom name body jewelry bling in both Gold and Silver, which Meddy cites as a major fashion influence.

While price points for most gold belly jewelry sell for over $100, manufacturers say 2005 - particularly the holiday season - showed a trend toward larger, pricier pieces, with diamond sizes and weight also increasing. The holiday gift-giving season was good to high-end body jewelry, with retailers like JewelryByNET.com seeing strength in high end diamond belly jewels.

"We're definitely selling bolder belly rings now in 14-karat gold," said Mr. Meddy. "We're selling lots of items with diamonds. While the volume is still in the lower price points, we have no trouble selling in the $100 to $200 range. While 80 percent of belly jewelry still sells for under $100, we've sold pieces that retail for up to $500 each."

"Women might wear a nose stud out to a club or a party, or out on the town, and will wear a small clear retainer or a petite stud to maintain the hole when they're not going more decorative," he says. "But, it's also no longer out of the question to wear nose jewelry to a semiformal event."

Whether women buy belly rings, necklaces, nose studs or earrings, jewelers take note: those who favor fine traditional jewelry don't want cheap body jewelry everywhere else.

About www.JewelryByNET.com

www.JewelryByNet.com was founded in 2002 to meet the need for attractive, durable and affordable fine jewelry available to the masses with savings of up to 80% off typical retail prices delivered straight from the factory and eliminating the middlemen and their huge price markups. Based in New York City, JewelryByNET.com is the retail division of a jewelry manufacturing & wholesaler established in 1963. JewelryByNET.com creates and markets a range of both traditional and contemporary jewelry, presented on various styles of rings, bracelets, necklaces, pendants, charms and body jewelry, in platinum, gold, sterling silver and stainless steel.