During last year’s holiday season, Midas Chain’s merchandising department informally surveyed its colleagues with the following question: Who’s on the top of your shopping list this year? The most popular answer by a landslide was that staff members prioritized their children, followed not too far behind by nieces, cousins, and other young family members.
This brought up the question: Does Midas offer a large enough children’s assortment to satisfy its own staff’s holiday shopping? What started as a colloquial questionnaire then turned into a shrewd business decision for the company: The need to expand its adolescent jewelry offerings was quickly realized, and a new undertaking was officially underway.
Midas Chain’s new children’s collection, Midas Girl, highlights popular motifs universally adored by both kids and teens such as bows, crowns, hearts, stars, and animals. The collection features screw-back stud earrings, ID and station bracelets, and lariat and dangle necklaces. This is the first iteration of Midas Girl, and Midas plans to add even more silhouettes in the future.
“One of our favorite parts of that collection is that the jewelry grows alongside the Midas Girl wearing it,” said May Samuel, vice president of merchandising and design at Midas. “All of the pieces are adjustable, so the size will continue to accommodate her as she grows.”
Samuel added that the pieces can even follow the wearer into adulthood, as many Midas staff members have commented that they want to wear the jewelry themselves.
“You can easily add our 3-inch extender to any piece and have a keepsake from your childhood,” said Samuel. “It’s jewelry that you’ll cherish forever.”
When crafting Midas Girl, the team added a few unique touches to highlight the collection. Possibly the sweetest detail is the hangtag next to the lock, which is heart-shape and says “Mommy Loves You” in a handwriting-style font. Another feature of the collection is the ability for engraving for those wanting an extra-personal touch.
Another noteworthy feature is the cost. Pieces start at $99, putting it at an easily accessible price point for parents who wish to grow their children’s Midas Girl collection over time.
The Midas team wants to make sure your young customers are as fond of the collection as it is. What better way to extend your following than through children coming in to pick out their own jewelry, who then may become customers for life? A special shopping trip for a birthday or holiday will create a memory—with your store at the forefront—that will carry into adulthood.
Young girls love to emulate mom, and if mom is along for the shopping trip, mother and daughter can purchase matching jewelry. Midas Girls chains and motifs mirror other Midas styles, so the pair can proudly show off their similar looks.
Gifting Midas Girl items can also be comforting to children as they face the unique climate regarding this school year. A new piece of jewelry is a great pick-me-up and one she’d be ready to show off to her friends—whether in person or through a virtual classroom.
“We created the collection to be with her during both the special days and the everyday,” said Samuel. “This is our gift to every Midas Girl.”