From the past to the present, pearls have always been a profound find.

As Jewelry seen at shows arrive in stores we learn the importance of displaying jewelry.

Let the Pearl Celebrations Begin!

There are many reasons why June is a highly marketable time for pearls, but the primary reason is that pearl is the month’s most identifiable birthstone. Two additional gems—alexandrite and moonstone—are positioned as birthstones according to GIA, but our obvious favorite has the richest history.

From the April 2021 issue of #thisispearl digital magazine

Pearls are perfect for retailers. Why? Retailers want salable yet safe and exciting jewelry, and fine pearls check off each of these boxes and more! Pearls provide profitability through generous margins and have a perceived high value thanks to their history as a gem of royals. Pearls are anchored in tradition and symbolism while maintaining prestige, respect, and rarity—features that stand the test of time.

The pearl category touches on a variety of markets and categories, from emerging to expanding and traditional. Men are an untapped segment. That’s why Mikimoto launched an entire men’s capsule jewelry collection. Musicians and actors the Jonas Brothers, Harry Styles, and Usher now wear pearls (see Pearls in the Spotlight in our last issue). You, too, can easily begin marketing to this client base.

Retailers should offer pearls to the emerging bridal audience that loves the tradition of pearls but wants nontraditional designs. Think of CPAA members like Rosa Van Parys, Lika Behar, Samira13, and others for fresh pearl style. (Click here to see a listing of all CPAA members.)

Design-wise, virtually any look can be interpreted with pearls—a bold but true statement! Think beyond the basics, and you and your customers will say, “I never knew pearl jewelry could be so exciting!” Follow @pearlscpaa to see the uniqueness for yourself.

Plus, couples today are in search of rings that reflect their unique personality as well as their love. The pearl’s tradition as a symbol for love is legendary, and its rareness and variety of shape and color make it a worthy rival of diamonds in rings.

Sustainability is another priority for retailers, and it’s a critical point for culturing pearls since fine South Sea and akoya pearls need a pristine environment to survive and grow into coveted gems. Pearl farming brings purpose and income to multigenerational island communities and countries. The delicate balance of nature and nurture between pearls and people is the authentic sustainability story.

There is large spotlight upon pearls right now; take advantage of it. CPAA is your resource—our membership network of brands, manufacturers, designers, and wholesalers can help you find what you’re searching for (and what you didn’t know you were missing!). CPAA executive director Jennifer Heebner and I are also available for one-on-one consultations. Lean on us to help you source the best of pearls. Reach me at kathyspearl@gmail.com. Reach Jennifer at JHeebner@cpaa.org.

From the February 2021 issue of #thisispearl

The journey of the pearl echoes the human journey. Both people and pearls hail from humble beginnings and endure a long growth process where patience and nurturing are paramount to their wellbeing. And when people and pearls are cared for properly, hardships result in beauty.

Whenever I think about this wondrous gem, I am in awe and put under a spell veiled in emotion, feelings, and thoughts that are not easy for me to explain. There is a common denominator in the life span of pearls and people that converges in a struggle to overcome adversity; perhaps this is why I’m drawn to this gem like no other.

People have no shortage of hardships in life, and so does the pearl, including fighting off hungry predators and intruders that may cause the growing pearl to shift. But even when obstacles interfere and the resulting pearl isn’t “perfect,” it will still have a beauty worth appreciating. Kind of like the wrinkles people “earn” as we age.

The pearl’s desirable attributes of luster and orient also parallel human existence. Luster is the surface glow of a pearl—a reflective light or iridescence. In people, our humanness, our essence, is like light; you know it when you meet someone who spreads joy, is cheerful, and lights up a room (pardon the pun). You know it when you’ve seen it. Meanwhile, a pearl’s orient is the shimmer of iridescent rainbow colors on or just below a pearl’s surface and only occurs when layers of nacre are thick and deep. People, too, have layers of mystery that make up the essence of who we are, what make us, us. Under different sets of conditions, we see different aspects of who we are.

The stewards of both people and pearls must protect the health and safety of their wards—just as with families, care, patience, and respect drive the future and next generation of pearls. No two pearls or people are alike, but both come in many shapes, sizes, and varieties that are ready for appreciation.

Kathy Grenier is the marketing director of the Cultured Pearl Association of America and the business development director at Imperial Pearl. Still life photo by Ted Morrison. Pearls from Eliko Pearl.

From the December 2020 Issue of #thisispearl digital magazine

The holiday season is here, with gift giving and decorating top of mind. News reports say many families are buying live Christmas trees this year, with their powerful evergreen perfumes that evoke thoughts and feelings about home, family, and tradition. Whether this is a new experience for you or a familiar one, putting up a tree—especially a fresh-cut one—can inspire a warm awakening within each of us that speaks to a desire for balance, familiarity, connection, and most of all, love.

Kathy Grenier, marketing director for CPAA and business development director Imperial Pearl

What jewelry will consumers covet now and after the season has ended? I believe pearl has the brightest future. It has a devoted niche of followers, an inner circle of pearl lovers drawn to this gem like chemistry between lovers. Now that niche is about to explode. Pearls represent the past, present, and future in a way we all can relate to (just like that live tree smell), but what’s even more important is the Why behind the wanting.

Still life image by Ted Morrison, Pearls from Baggins

We exist in a world where people want jewelry that’s meaningful and withstands time as opposed to the of-the-moment and tossed away when the trend ends.

The people behind the jewels matter, too. Who are they and what do they stand for? What are the metals and gems? How and where are they sourced? These questions are more important than ever. Equally important are the benefits to people, the economy, and the environment from the creation of pearl jewelry. Luckily, pearls are best positioned to shine in this sort of conversation.

Buying pearl jewelry, whether as a self-purchase or a gift, is thoughtful and intentional—value and quality are present as well as a sense of permanence and meaning.

Like a time capsule, pearl jewelry captures and holds a moment between giver and receiver. Sentiment, messaging, personalization, and everything that matters most are symbolized in the perfect pearl piece. And the underlying reason of the pearl? Love, patience, and harmony with nature and man. That’s a holiday gift that’s hard to find elsewhere.

Kathy Grenier is the marketing director of the Cultured Pearl Association of America and the business development director at Imperial Pearl.

This article is from the Dec. 2020 issue of #thisispearl.

East Providence, R.I. Sept. 15, 2020. A certain pearl jewelry brand we all know has an enviable market position with regard to status, family, quality, innovation, and reputation. 

East Providence, R.I. March 6, 2020. Recently, Instore magazine published results from a survey sent to 800-plus retailers across the U.S.