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Niche Marketing : Alfredo Molina of Molina Fine Jewellers in Phoenix, Arizona, says that to be successful in today's market you must identify the directions you will take to achieve growth results. "We as a brand have always partnered with other brands, but we're finding we can no longer depend on third party branding to grow. We're micro - managing and redefining our efforts and becoming much more targeted in our outreach. Some jewellers try to be everything to everyone. We define who we are and stick to it".

Molina's niche is in fine coloured "People love colour, but they don't understand it. Wholesale ammonite Jewllery We educate our customers, and create one -of-a-kind pieces as unique as the gems set in them". Molina says the net profit in the fine jewellery retail jewellery averaed just under four per cent last year. with at least 40 per cent of his business in gems, he realizes 60 per cent of his profit.

Also, retilers that maintain in-house bench jewellers have an amazing profit centre nad customer service tool. The Chicago Illinois - based Lester Lapert offers outstanding customer service that include free jewellery cleaning and repair, explains David Lampert who notes that his company provides free appraisals in conjunction with local insurance firms. The niche for Lampert is in customer designs. "we carry few brads, most of the jewellery in our store we make, and we encourage trade-ins and redesigns."

The Brazilian -based fine jeweller H. Strern, with 160 stores and 60 authorized retail partners, found its niche in appealing to the female self-purchaser long before the term was in fashion. Wholesale druzy Jewellery

"we want to be perceived as a brand willing to take risk for the sake of being new and different", says Andrea Hansen, communications director in New York City. "Our biggest challenge is balancing our wild dreams with making jewellery that's wearable and enduring". About 60 per cent of its jewellery retails for $ 800 to $ 600. The jeweller also attracts younger clients by introducing inter price points and products eared to the youth markets. Wholesale dictoric Jewellery