Vicenza, Italy. Sept. 12, 2020. Mark Pasdon is head of the Gioelli Group, the U.S. distributor of the Pesavento brand of silver jewelry, but instead of working the brand’s booth during this edition of the Vicenzaoro VOICE show, Sept. 12–14, he’ll be watching from afar.
Americans aren’t the only ones who aren’t traveling to Italy for the show, and for this reason Pesavento is livestreaming a presentation of its newest offerings on Sunday, Sept. 13, at 6:15 Italian time (12:15 EDT). With 70 doors nationwide, there should be plenty of Pesavento buyers tuning in to the Fall/Winter 2020–2021 presentation on Facebook as Pesavento Art Expressions and @pesavento_artexpressions on Instagram. Pasdon is already in the know, but he’ll still be watching.
“The Gioelli Group buys and holds inventory,” he says. “We don’t bring in everything—Pesavento puts out 400 pieces twice a year—but I need to buy intelligently and get hits, not misses.”
More about the Italian brand’s current U.S. sales from the executive, below.
Jennifer Heebner: How did you and your family spend your time during lockdown?
Mark Pasdon: At the beginning, it was like everyone else—a little shock and disbelief. Then it was kind of cool being home, then frustration crept in, until finally I was sick of being housebound and wanted to get back out. One of my clients spends 250 days a year on the road and had never been home such a long time! Now it’s acceptance and coping.
JH: What are your expectations for business at the fair?
MP: I have not heard of any expectations! So, zero; Pesavento is hoping to be pleasantly surprised.
JH: What are your American retailers telling you about business now?
MP: The trends that I have heard are that if you haven’t killed one another (the person you’re in lockdown with), you are probably getting married! So, engagements are up, big watch and big diamond sales. People are no longer visiting future purchases; they walk in and walk out with something. Customers are memorializing events—”My daughter is graduating, and I need a gift, this is my price point … what do you have?” There are still birthdays, anniversaries, “I love you” purchases. Maybe someone can’t spend $10,000, but they can afford $500.
In the U.S., our business is off because of missed three-and-a-half months of sales, but as stores open, we’re seeing that people didn’t travel and didn’t buy jewelry in Capri or St. Barts, so they’re buying locally.
Something else we’ve noticed: With malls closed—some out of business for good—that has been good news for independent retailers with their own front doors.
JH: What kind of Christmas season are you expecting in the U.S.?
MP: The sentiment is positive, globally. And because Pesavento offers a lot of look and style for an affordable price, our product flies under the radar. We are not the “Better to get forgiveness than ask permission” purchase. We are expecting a bullish holiday season.
JH: Tell me about your newest jewelry collections.
MP: Pesavento has mainly line extensions to existing collections, but they’re strong offerings. We added some shorter links to our paper-clip-like looks and removable components to earrings in our Studio 55 collection. We also have a whole “ear mess” situation for the multiple-piercing crowd, but it’s our response to the woman who wants to wear more but doesn’t want another hole in her head. The look is a small hoop earring with a variety of ear clips in different sizes and in all of Pesavento’s different color ways. The price points are great, from $65 to $115 retail, and all the pieces are sold separately but can be packaged together at checkout.
Finally, there’s a clever brand-new Double Your Charm earring concept that is a halo-like jacket or front-to-back earring. There are 120 different pairs in that collection, all in different sizes and shapes.
Polvere Di Sogni small ear cuff in silver with rose-gold plating, $90; email email@example.com for purchase
Polvere Di Sogni small hoop earring in silver with ruthenium plating and the brand’s proprietary surface texturing, $95; email firstname.lastname@example.org for purchase
Polvere Di Sogni mini ear cuff in silver with dark gray ruthenium plating and the brand’s proprietary surface texturing, $95; email email@example.com for purchase
Small/medium Studio 55 earrings with detachable components in silver with ruthenium plating and the brand’s proprietary surface texturing, $425; email firstname.lastname@example.org for purchase
Double Your Charm Polvere Di Sogni Large Combo Oval earrings in silver with ruthenium plating and the brand’s proprietary surface texturing, $435; email email@example.com for purchase
Double Your Charm Polvere Di Sogni Mini Circle earring in silver with rose gold plating and the brand’s proprietary surface texturing, $475; email firstname.lastname@example.org for purchase
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