Smith & Wesson Gunning for Gift Market

What’s a Smith & Wesson catalog without guns? It’s Crossings, a new title selling jewelry, home accessories, leather goods, and other gifts that the handgun manufacturer launched in October.

Crossings, produced by catalog consultant Glenda Shasho Jones with additional input from database consultant Michael Grant, is not a first for Scottsdale, AZ-based Smith & Wesson. The company has been mailing a catalog of guns, gun accessories, and licensed apparel since the late 1990s, says spokesperson Amy Armstrong. (To buy the guns, customers have to obtain a permit and go to a licensed dealer.)

The goal of Crossings, Armstrong says, is to expand the 152-year-old brand into new markets. “The majority [of Crossings recipients] were customers from other catalogs. This catalog taps into the resurgence of patriotism as well as the love of the American West.” Products include turquoise belt buckles, leather chests, shirts with screen-printed horses, and pewter serving dishes.

Another edition of Crossings will mail during the holiday season, but Armstrong says plans for next year haven’t been finalized.

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