Jared at 30, president Claudia Cividino discusses brand philosophy, taking the formality out of retailing fine jewelry and creating more intimacy.
At Jared stores, the aura is changing — and it’s happening just as the jewelry brand celebrates 30 years in business.stores can be intimidating, but Jared stores are being renovated, lightened up and elevated with new product displayed in freestanding vitrines to encourage closer, side-by-side interactions between associates and shoppers discovering the jewelry.
Deeper into the store, Cividino shows off another innovation, the Rare Bond proprietary men’s band collection which provides different ways to customize a band, with a choice of materials, finishes, widths and personalized engraving.“When Jared launched 30 years ago, they really disrupted the space,” Cividino noted. “They were named Jared the Galleria to signify the breadth of the assortment. The business started in the Midwest, and very quickly developed scale across the country.
Cividino knows a thing or two about premium product. Prior to being named president of Jared, she served as the chief executive officer of Loro Piana North America. Earlier, Cividino held senior executive positions spanning over two decades at Bally of Switzerland, Prada SpA and Saint Laurent. “I come from the luxury part of the world, and one of the things that I love about this brand is the fact that we have always believed that every customer deserves a luxury experience. At Jared, we deliver that. In this past year, we’ve been really honored to be recognized with several industry awards,” Cividino said, citing “Retailer of the Year” by ACE, or Accessories Council Excellence, and a “Best Service” award given by Forbes.
Across the Signet portfolio, Cividino maintained, “there’s very little crossover between brands, in terms of who the customer shops with. Jared has its own customers. Zales has its own customers. Kay has its own customers. And while there is crossover, it’s very small, smaller than you might imagine. I don’t lose sleep at night about our collection strategy. I focus on who is the guest I’m serving.
“Women are really understanding the value of this category and are more interested.” Increasingly, in their jewelry selections, “Women think about it as part of their wardrobe, in a way that I don’t think has always been the case. And I think that young women are entering the jewelry category…with plated gold at really accessible price points.”
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