Guild’s jewel of a catalog

Jun 01, 2006 9:30 PM  By

Madison, WI-based The Guild, a purveyor of artworks, decor, and jewelry, made good on its promise to launch a spin-off this spring. Titled Artful Jewelry & Other Treasures, the 32-page book features 180 artist-made jewelry and gift items. The catalog mailed to customers and prospects in May; an accompanying Website went live around the same time.

CEO Toni Sikes says the new catalog “allows us to expand beyond the home decor context of our current catalog, The Artful Home, and present beautiful jewelry pieces in greater and broader depth.” The company has four editions of the jewelry catalog scheduled to mail this year.

As in The Guild’s original catalog, all items in Artful Jewelry & Other Treasures are hand-crafted by artists and shipped directly from their studios to customers’ homes. In addition to jewelry, the collection includes scarves, handbags, and a selection of gift items such as a gilded gold bowl by renowned ceramicist Bennett Bean.

In January two venture capital firms, New York-based Dolphin Equity Partners and San Francisco-based Equity Partners, provided The Guild with $7 million in funding. At the time, company officials said they would further increase catalog sales, expand their online initiatives, and launch a spin-off catalog this spring.