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IN THE NEWSWhy Fashion Jewelry Keeps Rolling Along in a RecessionBy Michael GietlWords like recession and economicslowdown spread jitters through theretail sector faster than wildfire. But ifyour specialty is fashion jewelry take adeep breath and consider yourself anexception. Sifting through retail historyreveals the subtle reason for yourprivileged position.Everything from manufacturing tounderstanding the human mind waschurning in the 1920s. The industrialrevolution was producing plentifulgoods at more affordable prices andan Austrian psychiatrist, SigmundFreud, was developing new theorieson the workings of the mind includingunconscious desires. A nephew ofFreud in the US, Edward Bernays, hadthe brilliance to put both togetherin appealing to consumers' desires.Plentiful and affordable productsaccompanied with desire werereplacing needs as the primary reasonfor buying.While Bernays' theories as well as hisuncle's are not 100% accepted today,these pioneers forged the trail oftoday's marketing. Subconscious desirereplaces need as the motivation tobuy. You see extremes flipping througha fashion magazine that sometimesreveals sultry advertising with fewwords that leaves many readerswondering what they are selling.Subconsciously it is sex appeal, butfashion jewelry doesn't need to wallowin this because unlike jeans that alllook alike, it has an intrinsic beauty ofits own. Fashion jewelry escapes fromthe cage of need and becomes theobject of desire attracting approvingglances with sheer art. Fashion jewelryis not beads and metal castings puttogether like a necessary tool, butthe elements of an attractive image.Imagination and the surprise of beautyin new fashion jewelry designs createthe perfect union.As the classic trend marches on,fashion jewelry today offers a constantflow of breath-taking designs to holdtheir customers attention. The humanspirit foresees satisfaction in acquiringa new item and fashion jewelry fillsthe desire with artistic designs that arevery affordable and at the same timeenhance the buyer's attractiveness.This combination makes fashionjewelry almost recession proof.Some will scream, don't tell me that!My business has seen serious impactthe last few months! To answer that,let's return to Edward Bernays. Bernays'theories not only founded modernPR, but also modern propaganda.Information can shape crowd instinctsand effect outcomes. Step back asan impartial observer and look at thesteady stream of bad news presentedby the media. Such an unrelentingattack on the economy has appalledmany players and reporters in thefashion industry. The steady diet of badnews is equivalent to a propagandablitz to shut down buying.So where do you find a ray of sunshinein this? Remember the Hunt brotherstrying to corner the silver market in1979? Certainly you will rememberthe tumble of oil prices in 2008. Boththrived on speculation and contrivedsupply and demand figures that didn'texist and both bubbles popped.By the same token, fashion jewelrytoday has not fallen out of favor withconsumers. Actually fashion jewelrytrends are very much in your favorfor brisk sales. Historical informationshows that economic downturnshave little effect on moderatelypriced fashion jewelry that normallysails through without a hiccup.Approaching needs of prom, pageant,and bridal jewelry will couple withdesired jewelry to freshen up springapparel and increase sales.But don't wait for the certain returnto normal of your fashion jewelrybusiness. Take initiatives into your ownhands using the research and theoriesof Edward Bernays. Build excitement,sell the sizzle, and give your customersthe feel-good experience they cameto you to get. Lift their spirits withnew designs that will make themlook fabulous. Let them experiencestunning fashion jewelry gracing theirnecks and drawing attention to theirwrists. Make shopping with you anunforgettable event!Mike Gietl has a 24 year associationwith Accessory Wholesale Inc acompany that provides wholesalefashion jewelry and fashionaccessories.Article Source: http://EzineArticles.com/?expert=Michael_Gietl16 The Network | March 2012