Jewelers outshine the competition

By Farnoosh Torabi, Special to amNewYork | amSmallBusiness@gmail.com

August 6, 2007

After five years pounding the pavement and convincing local boutique owners to showcase her handcrafted jewelry, 31-year-old Jessica D'Amico, the talent behind Lady J Jewelry, has decided to take her designs to the big leagues.

"We're looking to take it to the next level," she said, which includes getting her "romantic rocker chic" accessories into more upscale retailers like Henri Bendel and Saks.

"Our ultimate goal is millions in sales," she said.

To prepare, the Pratt Institute graduate and her husband Paul D'Amico, who manages the finances of the home-based business, are investing more in rich materials and coming out with a new line this fall.

Targeted shoppers are mainly style mavens with some decent disposable income. Lady J Jewelry ranges from $119 oval bracelets made of silver and leather to $369 distressed silver necklaces made with rose quartz stones.

"It's very affordable for the fashion conscious consumer," said Jessica. Paul chimed in, "the positive feedback we get says the jewelry portrays femininity and strength." The couple wishes to expand the business both domestically and abroad, particularly to Europe.

The couple is extremely thankful for the opportunities to sell here in the city. The buzz generated in New York has also helped Lady J gain presence and be displayed in Los Angeles.

"It's been a lot of word of mouth," said Jessica. Still, targeting local merchants to generate sales has not been quite enough to support the D'Amico family, which now includes 11-month-old baby Millie.

"The model wasn't financially beneficial," said Paul, who also works full time at a hedge fund. Poor economic conditions, he explained, such as skyrocketing rent, forced a number of boutiques in which they showcased to shut down. One remaining local shop where buyers can find Lady J's designs is Blue Bass Vintage in Clinton Hill.

Another advantage to going upscale? Paul explained that the high-end market is immune to a drop in consumer spending, that while sales have been somewhat lower at major retailers, luxury stores are better able to buck the trend.

"While retail sales at Wal-mart and department stores are showing weakness, the high-end market is going to stay strong," said Paul. "People will always find the money to look right."

Contact Farnoosh at amSmallBusiness@gmail.com.

For charity
100 percent of the sales of Lady J's Icicle earrings, which cost $129 each, go directly to Friends of Karen.

"It's our most popular item," Jessica said.

Friends of Karen is a non-profit that supports children with cancer and other life-threatening conditions.

It provides monetary help with medical bills, household expenses and other costs.

To learn more about the organization and to check out upcoming events click on friendsofkaren.org.