Deconic, the premium fashion jewelry company owned by Brooks Brothers Group, is rejiggering its sales strategy.

The Brooklyn, N.Y.–based company—which owns Alexis Bittar and Carolee, partners with Lois Hill, and licenses jewelry brand Trina Turk—is in the midst of building out a stable of independent sales representatives with the goal of expanding its footprint in premium independent jewelry stores in the United States.

Elda Fistani, chief revenue officer for Deconic, told JCK that the company is in the midst of hiring 20 in-field sales reps to target “the very top tier of independent stores.”

Deconic brands are currently stocked widely in department stores and with major online sellers. Trina Turk Jewelry, for instance, is sold at Dillard’s and on Amazon. Alexis Bittar’s partners include Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s, and Nordstrom.

Fistani says that raft of retail partners is crucial to the company’s sales strategy moving forward, but also hopes that expanding into top-tier indies will lead to significant new revenue opportunities.

Exhibiting at JCK Las Vegas and other trade shows  is also vital to the strategy, she says—as is “aligning with the crème de la crème of jewelry-buying groups, including Continental Buying Group and IJO,” she adds.

Deconic currently has eight in-house sales representatives for its brands, and those professionals will work in tandem with the new in-field reps.

“We do four fashion markets a year,” says Fistani. But when it comes to netting independent retail partners, “we know we need to bring the product to them. It’s not realistic to expect thousands of retailers to come to our showroom in New York City.”

At JCK Las Vegas this year, the executive says her sales staff talked to several retailers who shared that they maintain a fashion jewelry section in their stores.

Fistani believes Deconic’s premium fashion jewelry brands can ably “fill that white space.” She adds, “Consumers are looking for fun, trendy pieces. This is where we become important in the game.”

Top: Spiral post earrings, $295; Alexis Bittar 

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