Founded in 2005 to fill a niche for online fashion and fine jewelry, Miami-based Max and Chloe certainly has more competition these days, what with the influx of e-commerce sites catering to jewelry aficionados. However, with 20,000 skus and over 38,000 likes on Facebook, the company has maintained its niche…and a large portion of its market share.
Accessories caught up with Jamie Kovelman, Founder, Max & Chloe, to discuss the company’s past, present and future. A snapshot:
FASHION VS. FINE: Max & Chloe sells only jewelry, with a split of 70% fashion and 30% fine. Most of the fine is sold around Valentine’s Day and the holiday season, although we also sell trendy fine jewelry year round. It’s definitely the same customer who buys both fashion and fine—and she mixes the two together.
BRANDS: We have about 275 active jewelry lines, and roughly 25% of our merchandise is our own private label. Our designers, however, do create exclusives for us so we can offer merchandise that no one else does.
ANALYTICS: The best thing about the web is you can track exactly how people shop. Our most popular tab is Bestsellers, which gives people confidence in buying and gift-giving. A lot of customers also go to Press to see what the magazines, websites and blogs are covering; that creates direction. Many people also shop by color. Our goal is to always make it easier for people to shop, so we always show different trends and new layouts on the site.
DESIGNER INFLUENCES: The following designer runways shows were the most important:
- Chloe: Fringed bracelets worn on the runway really captured the fringe trend, which is playful, fun and punk chic We’re buying all types of metal fringe jewelry.
- Dolce & Gabbana: The stunning crystal floral necklaces; 3-D floral jewelry will be a huge trend for fall.
- Lanvin: Art Deco statement cuffs encrusted in crystals. Art Deco is one of our favorite jewelry looks because it is both fresh and timeless.
- Saint Laurent: The right-on-trend triangle geometric jewelry. All jewelry with geometric shapes is going to be one of the most popular jewelry trends.
- Marni: Sleek, shiny metal bib necklaces. Shiny, chunky metal pieces with no embellishments will be a key jewelry look for Fall 2014.
METALS: The market has been heavily into gold for a while but we’re bringing in a lot more silver for fall. Rose gold is still going strong both in both fashion and fine.
HOT TRENDS: Currently in jewelry, we’re showing a lot of statement bib necklaces with bright colors and metals. We’re also selling lots of cuff bracelets, mainly in sleek, polished metals, as well as cut-outs. Initial and word jewelry is still popular and we handle that category on a custom basis. Since we do some manufacturing ourselves, we can
PROJECTIONS: For fall, we’re seeing a lot of unexpected, clashing color combos, like pinks/reds in stones, resin and enamel, as well as interesting geometric shapes like open pyramid structures. Snake and exotic skins in jewelry are also key. For Holiday, there will be lots of Swarovski crystals in brights like reds and greens.
MARKETING: We send emails three times a week to our database. People always want to see what’s new, and we also have a blog with designer interviews to help our customers learn about their favorite designers and discover new ones. We’re relaunching some elements of our website and are adding a video section.