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Sears began selling fine jewelry in 1886 and some of its recent assortments looked almost as dated. Along with attempts to contemporize its apparel business with faster deliveries of trendier fashion, Sears’ fine jewelry department has been evolving to attract a more fashionable and trend-oriented customer.

Zeghani by Simon, a new line, is indicative of the type of jewelry that Sears hopes will define its approach. The collection has a narrative: It’s designed by Zaven “Zee” Ghanimian, son of the celebrity jeweler Simon G., whose clients include Kris Jenner and Khloe Kardashian. “We’ve had a very successful jewelry line for years, but the new Zeghani line offers an increased proportion of contemporary [designs] and provides opulence to America at affordable prices,” said Megan Featherston, president of fine jewelry at Sears Holdings.

Zeghani is what Featherston calls “a pinnacle brand,” along with the David Tutera Bridal Collection created by the celebrity wedding planner. “They augment our existing jewelry offering and create a halo and excitement for the trend-inspired consumer,” she said.

Zeghani’s brilliant genuine gem stones, ranging in size from 1 carat to 49 carats, are set in silver, gold and rose gold encrusted with simulated diamonds, priced from $79 to $799. Sears launched a Web site for Zeghani and will be “speaking to customers digitally with a marketing program closer to the holidays,” Featherston said.

Tutera is paying off for Sears. “Customers have shown us that they appreciate his endorsement,” Featherston said.

Tutera’s collection features diamonds from one-quarter carat to more than 3 carats, priced from $400 to $5,000. All stones are certified GH color, a rating achieved by only a fraction of the world’s diamonds, according to Featherston. Every ring is set with a sapphire inside the shank to give brides-to-be “something blue.” “We are exploring other categories with David,” Featherston said. “He’s definitely going into watches. In the fall we’ll launch occasion watches endorsed by David and priced under $100.”

Sears Holdings for the first quarter ended April 30 posted a loss attributed to shareholders of $170 million, or $1.58 a diluted share, versus income of $16 million, or 14 cents, last year. Revenues slid 3.4 percent to $9.71 billion from $10.05 billion and U.S. comp-store sales fell 3.6 percent.

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