JCK Magazine: Playful Fidget

A Playful (Fidget) Spin on Marketing

August 23, 2017 by AMY ELLIOTT

Buyers who stopped by Pamela Froman’s booth at the most recent Couture Show likely walked away with fall and holiday orders for the best of the best pieces in the designer’s collection. Many of these visitors also received something else, a memento far more compelling than the usual swag.

They took home a fidget spinner bearing pics of Froman’s opal- and pink tourmaline–laden jewels.

Yes, we’re talking about those handheld doohickeys that schools were banning because of their mesmerizing ability to distract students from their studies (and listening to Mr. So-and-So’s “Bueller? Bueller?” monotone while reviewing the finer points of Julius Caesar).

And as the video up top shows, this genius marketing tactic has a deliciously mind-bending effect. It’s also a great example of how to infuse the image of your brand with a jolt of youthful esprit.

Froman insists it was mostly a whimsical, offhand idea. “My son loves them,” she says. “Since it was my 10 year anniversary I thought it would be a cool giveaway for Couture.”

No customizable fidget spinners to be had online (“I thought of it too late,” says Froman). And the idea could only work if she could get photos of her jewelry on them. She’d have to improvise: “I looked on Amazon and was going to order from there but then I was in downtown LA and saw they were selling them on the street, so I asked if I bought a bunch if I could get them at a discount.” And as any jewelry designer with an eye for the details would, Froman chose only plain, gold, silver, black, and white spinners to create a neutral, as-refined-as-possible backdrop for her multicolored jewelry.

Next, she had to print photos of the jewelry on stickers—technically on Avery labels, and in an odd size that she had to hunt down online. “I printed company logos for the centers and six to nine different combos of rings for the ‘wings’ and we just stuck them on by hand.”

The total cost? Let’s just say it was a drop in Froman’s marketing budget.

And such a clever way to be remembered fondly (especially while waiting in the McCarran airport security checkpoint line).

(All images and video courtesy of Pamela Froman)

Follow me on Instagram – @aelliott718

http://www.jckonline.com/editorial-article/a-playful-fidget-spin-on-marketing/

Instore Magazine "Designing Lives" Interview, Plus...

Cindy Edelstein, A Lost Rare Gem!

I can't breathe. I keep trying to catch my breath. I woke up this morning hoping I’d had a terrible dream but, it is not a dream, it is a nightmare that is never going to end. I can't imagine a world without my friend, Cindy Edelstein, it doesn't seem right. I want to call her, upset, and tell her what is going on. I am going to miss our long conversations, our laughs and our mutual support.

I see her, wherever she is, saying, “WTF? Where am I? I am not supposed to be here!! I am not done! I have so much more to do and give, to my daughter, Remy, to my husband, Frank, to all my friends, to all the designers who need my guidance.” I wish, like on the TV show Drop Dead Diva, I would get a call from some stranger, saying they made a mistake upstairs and Cindy is now in this other woman's body. That would be a better dream.

I lost one of my best friends, but we as an industry lost one of the most important people! I used to say to her, “There will always be a new talented jewelry designer but there will only ever be one ‘Cindy Edelstein’ no matter how many people try!” She was one of the most caring individuals who just adored jewelry! She was no nonsense: she told you how it was, whether you liked it or not, but it came from love and caring place. She loved jewelry and she loved designers and her goal in life was to help them in any way she could! Just a few days ago, she was texting me to ask about some advice for one of her newbie designers, and I loved being able to help her help other people!

The photo I choose was from the WJA gala event and it meant so much to me that she was there to celebrate on my special night, she was soo happy for me, you would think *she* had won the award that night! But it was me who won with her friendship!

I took a marketing class with Cindy years before we became friends and one of her quotes that always stuck with me was, "It is not who you know, it is who knows You!" Well everyone knew her, and for the better! A bright light went out yesterday but she will live on in all of us, in all of our stories, in all of our hearts, in Frank and in her "heart", Remy! We love you Cindy!

I want to add that Remy is like a niece to all of us, and a fund was started with love, for her college education.
‪#‎memoriesofcindy‬
Please give, no amount is too small or too big!
here is the link:
https://www.youcaring.com/remy-sasha-stankus-509902…

Jewelry Blogger Julie Bishop From Juler's Row Interviews Pamela

What motivated you to pursue jewelry design?

I was majoring in fashion design at FIT in NYC and realized that the industry was not quite right for me so, I tried a few other courses: illustration, package design, interior design, window display and jewelry design. I was already making some jewelry for friends and selling the pieces at markets around NY, so it seemed like a natural transition to change my major to jewelry design. When I graduated, I moved to Paris and designed jewelry for couturier companies there for three years; it was such a great experience!

Where do you find inspiration?

I find it everywhere, in architecture, textiles, nature, in my dreams. Sometimes I wake up in the middle of the night and I’ve dreamt of an idea. I sketch and sketch for hours and, sometimes, just staring at my own jewelry gives me more ideas. I also play with my pieces in Photoshop a lot.

Do you typically find the stones first and then come up with a design or vice versa?

I do both. Sometimes, a stone calls out to me and I just have to have it and I know exactly what I want to design with it. Other times, I sit with a stone, sometimes for years, and I keep pulling it out and looking at it, and then the design comes to me out of no where! I also have pages and pages of sketches that I look through and end up having stones custom-cut to fit my designs.

Does your design process change depending on whether you are designing fashion or bridal?

Not really, except that wedding jewelry is mostly rings. I have a few wedding pieces that are not rings but, when I am designing specifically for wedding jewelry, I concentrate on rings.

What do you enjoy most about being a jewelry designer?

I love creating something that has come from inside of me and seeing the end result, like when I see a collector get such joy from owning a piece that came from my heart, it is the most wonderful feeling. I love gemstones, to me there are no semi-precious, all are precious and it just fascinates me that nature produces such beauty. Also, the jewelry industry is really great in general, filled with really cool and supportive people.

What is next for Pamela Froman?

This year I launched an official “Wedding Collection”, I always had pieces in my line and have always sold wedding rings, but now it has been expanded into a full collection. I will continue to add to it. Also, eventually, I would like to expand into designing home goods and furniture and maybe even have my own retail store.

It is an honor to post about Pamela Froman and her fantastic jewelry.  I love the way she mixes gold and the finish she puts on her pieces.  Her jewelry features some really intriguing stones and I love that she dares to put together unique color combinations.  Pamela Froman Fine Jewelry features 18K gold in her fine fashion and bridal designs. 

Visit Pamela Froman Online
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Visit Pamela Froman Online

Follow on Instagram

Like on Facebook

Follow on Twitter

Follow on Pinterest

Brand Ambassadors Bill & Elizabeth Campbell on why they love working with Pamela Froman

We love our retailers! One of the perks of being an independent designer is that you get to choose who you work with (to a degree, of course, because they have to choose to work with you too,) so, mutual adoration is a natural byproduct of our retail partnerships. Even knowing this, it's rare to get to see it all laid out in print, point by point, and read exactly why a retailer loves working with you.

So, you can imagine our delight when the new issue of InDesign magazine came out, featuring a Brand Ambassador story about the Campbells (who own McCaskill & Company in Destin, FL) talking about what it's like to work with (and sell, of course!) Pamela Froman Fine Jewelry. Full disclosure: we knew the story was being written but, we had no idea what a glowing review this would be! It warms my heart and puts a big grin on my face to transcribe this story for you below...

Brand Ambassador
Bill & Elizabeth Campbell
McCaskill & Company, Destin, FL

"We rarely add a new designer; we are extremely selective," say Bill Campbell, who operates McCaskill & Company with his wife, Elizabeth. So it's not surprising that the Campbells admired Pamela Froman's line for a few years at Couture before placing an order in summer 2011. "We'd loved her distinctive look and her use of yellow, pink, white, green, chocolate and black gold. The crushed technique she uses to combine several different colors of gold is absolutely beautiful," Bill says. Now the Campbells just wish they'd taken on the line sooner, as the vibrant handmade designs have been a clear hit with the store's clientele. - story by Josh Wimmer

Customers love it because: "The crushed finish makes Pamela's pieces so wearable -- the line has a very natural beauty. The color combinations seamlessly mix colors of gold, which makes her pieces easy to accessorize and interesting to the eye. People also love that each piece is handmade and no two pieces are exactly alike."

It's easy to sell because: "It just has such a pretty softness to it. And it transcends age and occasion. At our first Pamela Froman trunk show, every single person who came found something they loved. We couldn't recall that ever happening before."

The most popular pieces are: "Everything with opals, her Headlight Hoop earrings, and her Dangle gemstone earrings. Her tourmaline pieces, too. Her price points hover around $3,000 to $4,000, which gives the line a really broad appeal. We're always surprised at how many husbands come in and buy it for their wives. And then their wives come back in and buy more!"

I like working with them because: "Pamela and her assistant Jilienne Hart-Arth -- who's been with her forever -- are an absolute delight. And Pamela always wants to make sure a design is exactly the way you wanted it. She's very humble, too, very appreciative, and very considerate. Like, if you have anything going on in your life, she remembers that. That's just the person she is."

I'd recommend it to another retailer because: "We actually have recommended it to retailer friends in the industry! It's perfect if you're looking for a line that has a distinctive look yet broad appeal. It's not like anything else you're going to see. We have been nothing but thrilled since we began our relationship with Pamela."

"The Campbells truly respect my artistic vision and sell my work with as much passion as I have when I make it. Bill is especially passionate about my one-of-a-kind opal designs and always makes an early appointment to get first pick at Couture! They understand we are in this together and work to do whatever they can to help the business grow." - Pamela Froman

JCK Asks... Pamela Froman: an in-depth interview with the designer

The brand new issue of JCK arrived today and I was so excited to see Pamela's smiling face when I opened it up! In case you don't subscribe to this fabulous jewelry industry magazine, I've transcribed the interview for you below. Enjoy the read, I bet you'll learn something new about Pamela Froman!

JCK Asks... Pamela Froman
On literal and figurative crushes

If you said Pamela Froman was crushing it as a jewelry designer, you'd be right. Because you can't talk about Pamela Froman without talking about Crushed gold. "I thought I should name it," says the Los Angeles-based artist of her now-signature textured technique. "It reminded me of how tinfoil looks when you crush it up." Her Crushed work, often accompanied by soft swirls and scrolls, can be seen everywhere, from her one-of-a-kind opal pieces to her just-debuted wedding collection. "I also like adding unexpected fun stones, like bright blue paraiba tourmaline pave' surrounding a gorgeous opaque gray diamond set in white gold," she says. Just wait -- you'll get a crush of your own.
- Melissa Rose Bernardo

Age: Ageless (A lady never tells.)

Number of years in the biz: In my own business -- nine years.

Number of employees you oversee: 3

Family and pets: My husband, Jay; my 10-year-old son, Hudson; and fish.

Describe your personal style: Black goes with everything! (I think that comes from growing up in NYC.)

First piece you ever designed: A geometric sterling pendant/pin set with an oval faceted hematite cabochon that had copper triangles going through it -- very modern.

The single piece of jewelry you're most proud of: It is a toss-up between my Gothic Cross pendant and my Ombre' Arabesque cuff. The cross was made in 22k and 18k white gold, designed around an aquamarine cut in the shape of a cross. I am proud of the cuff because of all the details: It's a combination of 18k pink and yellow gold scrolls and diamonds around a gorgeous opal center; every element was two-tone pink and yellow -- even the bezels. [Jilienne's note: the Gothic Cross earned Pamela her first big industry award: the Town & Country Couture Design Award for Best in Gold!]

First job ever: Babysitter, then waitress.

How did you get started designing jewelry? I was a fashion design major at FIT and started making jewelry to sell on weekends to help pay for school. I ended up changing my major to jewelry design.

If you weren't designing jewelry, what would you be doing? Either designing furniture and home goods -- which I would still like to do -- or interior design. Or go completely the other way and be a psychologist.

Jewelry you're wearing right now: My Ombre' Cleopatra Ring, which is 18k yellow and pink gold; my 18k yellow Eternal Scroll ring on my thumb; and a platinum rutilated quartz pendant with paraiba tourmaline.

Five items on your desk right now: Waxes, tons of sketches, a drawing of Harry Potter that my 10-year-old did when he was 8, dark chocolate-covered pomegranates, and my computer.

Five songs on your playlist: "Uptown Funk," Mark Ronson and Bruno Mars; "Take Me to Church," Hozier; "Thinking Out Loud," Ed Shereen; "I Gotta Feeling," The Black Eyed Peas; and anything by P!nk.

Exercise regimen: Running after my kid.

What did you have for breakfast? Dark chocolate-covered almonds while running out the door.

Guilty pleasure: Howard Stern interviews.

Drink (daytime/evening): Water. I am a cheap date!

Must-visit spot for someone coming to L.A.: Besides my cool studio, I would say The Getty. The architecture, the view, the art -- it's all fabulous!

First website you check every day (not your own!): I want to sound sophisticated and say NYTimes.com, but Instagram would be more likely.

Scent: The original Bond No. 9 New York.

Book you're reading: I loved Tina Fey's Bossypants, so I picked up Amy Poehler's book Yes Please.

Book you've been meaning to get to: Malcolm Gladwell's The Tipping Point.

Preferred news source: My husband and son.

Main means of transportation: Since I live in L.A., I drive everywhere but, growing up in Manhattan, I really miss cabbing it.

Favorite movie: Oh my gosh, I have so many! Almost Famous, The Usual Suspects, The Big Lebowski, The Departed, The Breakfast Club, Despicable Me, Charade, The Fugitive, L.A. Confidential, When Harry Met Sally, Jerry Maguire...

Who would play you in your life story? I guess Julia Roberts because we both have big smiles and she seems like she has a good sense of humor!

Pamela Froman wins WJA's Award for Excellence in Design!!!

Jewelry industry insiders from across the country gathered in New York last night for one of the biggest events of the year!

The Women's Jewelry Association's 32nd annual Awards for Excellence Gala, held this year at Pier 60 in New York, is a fabulous event that raises money for scholarships and grants for deserving women just entering the jewelry industry and also honors those exceptional women in the industry
who have made their mark and continue to be an example for those newcomers.

CJDG members showing their support for Pamela with signs they made from her headshot. Isn't this picture adorable?

Pamela is incredibly honored and humbled to have been presented with the WJA's Award for Excellence in Design at the gala, joining the ranks of previous winners like Angela Cummings (1984), Lisa Jenks (2006) and Irene Neuwirth (2013), all iconic designers in their own right.

We're so excited for Pamela and would love for you to join us in celebrating this special moment! If you weren't at the gala, you can watch a video of her acceptance speech on YouTube and feel like you were there. You can also see more coverage of the event on social media by searching #WJAAWARDS15. (And if you don't follow Pamela on social media yet, she's @PamelaFromanFJ on Instagram and Twitter, and Pamela Froman Fine Jewelry on Facebook.)

"JCK Style 360" Pamela Froman’s New One-of-a-Kind Wedding Ring Collection

Pamela Froman’s New One-of-a-Kind Wedding Ring Collection

By Jennifer Heebner, Senior Editor

Posted on June 19, 2015

Pamela Froman has long made rings worn for weddings, but she decided to commit to the category wholeheartedly at the recent Couture jewelry show. Enter Froman’s new Wedding collection of largely one-off bands and rings made in 18k and 22k gold and platinum with diamonds and colored gemstones.

Some 50 SKUs exist—about half were new for the show while others were already in her line—many with her signature Crushed metal texturing and two- and three-tone metal combinations (what she calls Harlequin and Mélange, respectively). For sure, the styles drove a lot of people to Froman’s booth.

“We met with dozens of new stores this year, and we expect to convert at least half of them to new accounts, besides the ones that already bought,” she says. (About 10 retailers bought into the collection at the show.) As far as her unconventional looks—Tiffany-style prong settings aren’t her bag—she feels the time is right to celebrate über-personal statements. And when you consider the research on what Millennials want—quality, uniqueness—the prescience of her uncommon commitment styles is clear. “I feel like the world is changing—you can make your own statement and be your own person,” she adds.

Stones of choice run the gamut from black opals to diamonds—gray, yellow, pinks—to morganite and more. “I use whatever stone I think will look good,” she maintains. Among her fave combinations: gray center diamonds with halos of Paraiba melee.

But singles needn’t be discouraged since many also buy Froman’s rings as right-hand styles and stacks. She’ll also set semi-mounts with CZs so that clients can choose centers themselves. Bands start at $1,000 retail while semi-mounts start at $1,200.

Twisted Crush Eternity band in 18k pink and white Crushed gold with 0.24 ct. t.w. diamonds, $2,860

One-of-a-kind Antique Crush ring in 18k white gold with a 1.2 ct. opaque gray marquise-shape diamond with scroll motifs and 0.41 ct. t.w. diamonds, $3,960

One-of-a-kind New York Blush ring in 18k pink Crushed gold with a 0.76 ct. natural pink diamond with 0.26 ct. t.w. diamonds, $7,480

One-of-a-kind Double Halo Ellie ring in 18k white gold with a 2.9 ct. Lightning Ridge opal with 0.27 ct. t.w. diamonds, $15,400

The Style 360 blog is your editorial source for the newest jewelry, trends, market analysis, trade show insights, designer profiles, and more.