Look no further than Ross-Simons of Warwick for the perfect wedding gift. Bringing a little taste of luxury to the masses, the multi-channel retailer sells jewelry (estate jewelry, diamond pieces), tableware (fine china, sterling silver flatware), collectibles (Lladro figurines, Swarovski crystal), and home décor at discounted prices. It also markets supermodel Christie Brinkley's signature jewelry collection. Ross-Simons mails at least 20 million catalogs annually and operates about 15 retail and outlet stores in seven East Coast states. The company also sells jewelry through QVC. Ross-Simons opened its first retail store in 1952, added catalog sales in the early '80s, and has a thriving Internet business.
The company has let its tabletop offerings (once responsible for 70% of company sales) take a back seat to jewelry, which has become a heavy driver of revenue. The shift in focus is due in part to a shift in Ross-Simons' typical shoppers: women, between the ages of 45 and 70, with a household income of $100,000 who are purchasing jewelry for themselves. Additionally, first-time engagement ring buyers make up about 20% of the retailer's business.
Like other retailing rivals, Ross-Simons has reallocated some of its expenses for mail prospecting to fund more targeted online efforts. The company has been focusing on both organic and paid search marketing. – less