In 2017, the rise of dainty contemporary jewelry presented Giani Bernini with a lucrative opportunity to diversify its product line. Seizing this chance, we collaborated with designers and vendors to curate a captivating collection catering to this emerging market segment.

The journey began with meticulous item selection, aligning the collection with the latest trends. Carefully handpicking around 30 items, we devised effective pricing and merchandising strategies to accentuate the allure of the jewelry. Our team also crafted compelling advertising assets, poised to promote the collection with precision.

Testing the waters in 30 stores, the response surpassed all expectations. Customer reaction was overwhelmingly positive, with sales exceeding projections. In light of this success, Macy's swiftly extended the collection's reach, rolling it out to an additional 300 stores.

The expansion into contemporary silver and gold-plated jewelry proved a resounding triumph for Giani Bernini. The collection's robust sales and enthusiastic customer feedback were a testament to our meticulous approach in selecting items, implementing strategic pricing and merchandising, and delivering targeted marketing efforts. Not only did the collection bridge a crucial product gap, but it also established Giani Bernini as a standout player in an intensely competitive market.