A to Z: F2|NYC

carlos2_22328F2|NYC (aka Fiesta Jewelry Corporation) was incorporated in 1980 as a junior specialty store accessory company designing and manufacturing jewelry and hair accessories.  Over the years, the company added department stores, missy, plus sizes, men’s and contemporary customers, as well as other categories such as leathergoods and tech accessories for both men and women.

The showroom and product line was changed to F2|NYC when the company updated its showroom and marketing materials last year.

Accessories caught up with owner Carlos Hatch to discuss the company’s past, present and future.

How long have you been with the company?

22 years.

F2|NYC metal braceletsWhat is a typical day like for you?

No typical day as I spend half my time in our Rhode Island design and warehouse facility and the other half in our New York showroom.

What is your favorite part of this industry?

Market week when we present our new collections to our customers.

What have been some of the biggest challenges in the market lately?

The consumer is no longer shopping as a hobby and needs a compelling reason to buy new product.

Statement-making fringe necklace

Statement-making fringe necklace

What are the newest and most exciting changes in the marketplace lately? 

One of the fastest-growing channels to reach out to customers is the electronic marketplace.  Our current customer base has devoted a lot of resources to expanding their web platform and exciting new opportunities have developed in full web-based stores like flash-sale site Zulily and internet-mall brand 11 Main.

How do you use social media and how has it helped your brand? 

We use social media to present F2|NYC as a brand by sharing images and information on platforms such as Instagram, Pinterest and Facebook.  We use those same platforms for market research tools to see what trends are happening.  We get our industry information from Accessories Magazine and follow fashion publications, bloggers, hot designers and civilian girls who not only love fashion but also love posting it.

Does your company have any important milestones coming up?

August marks the one-year anniversary of our re-branding: A new name, branding and showroom updates and the face of and even deeper evolution of our brand.  We now offer an advanced trending service to our customers and we continue to expand our tech accessories.  Behind the scenes we have worked as a team to improve our company in each department from production and shipping to design and sales.

pub_size_f2nyc-2Are you launching anything new for Fall/Holiday 2014? 

This summer we are extremely excited to announce the launch of our very own e-commerce division called My Jewel Bar… www.myjewelbar.com  My Jewel Bar is an interactive jewelry shopping experience where the shopper creates her own custom jewelry.  Once created, she can share these creations on social media with incentive credit towards future purchases when a new shopper buyers her creation.  If that’s not incentive enough, My Jewel Bar is proud to operate eco-consciously.  #savetheworld

In terms of styling, what are you focusing on for the Fall/Holiday season? 

This holiday we’ve seen a huge demand in gifting ideas.  The consumer is inundated with product and brands.  Gifting ideas help the product stand out and it becomes a driver for emotional buying.

Which designers/runway fashion shows have been most influential for you in terms of planning your Fall/Holiday line?

From runway we were heavily influenced by Balmain, Alice + Olive and Givenchy.  We also draw inspiration from high-end jewelry designers Dannijo, Jaquie Aiche and Jennifer Fischer.

Are there any celebrities, bloggers, movies, TV, music festivals, etc., that are driving trends for you lately?

Celebrity heavy events like the Grammys and the Met Gala seem to be driving trends lately.  Coachella and Glastonbury also impact tends and are helpful to show us what actual customers are wearing.

Anything else you would like to add?

We are very excited to ship product for the Seventeen license for Sears for back to school 2014.  Sears and Seventeen magazine are putting a lot of support into these new shops to attract the millennial customer by building shops and through Sears Shop Your Way and Seventeen’s social networking.

Accessories magazine coverFiesta Jewelry was featured in Accessories magazine’s June issue: A look at who and what is hot now–in product, brands, stores, pop culture, business, social media, e-commerce, apps, runway trends, technology, startups, museum exhibits and much, much more! 

To read this page, click here.

www.f2nyc.com

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