RedEnvelope Tests Jewelry Catalog

RedEnvelope established itself as a purveyor of gifts—and what makes a better gift than jewelry? So it made sense for the San Francisco-based merchant to test a 28-page jewelry catalog. RedEnvelope mailed the book in June to existing customers.

“Jewelry has always been a strong performer for us,” says Gary Korotzer, vice president of marketing. According to its financial release for the three months ended July 3, jewelry was the company’s largest product category, representing approximately 27% of its $25.0 million in net revenue for the quarter.

“We learned through our customer and through research that jewelry is something our customer has a strong desire for,” Korotzer says. The catalog was an opportunity to showcase RedEnvelope’s full jewelry assortment, including items that had previously been available online only.

Products ranged from $25 leather ID bracelets to a triple-diamond heart necklace for $2,500. Strong sellers included a mother’s birthstone necklace and charm bracelets.

Korotzer says the company is still evaluating whether it will mail a second jewelry book.

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