Crystal Gale
When the winds of change started blowing, this entrepreneur escaped the jewelry game and entered the world of bejeweled décor.
Vital Stats: Jay Strongwater, 41, founder and designer
for Jay Strongwater Inc.
Company: Elegant hand-enameled frames, timepieces,
miniature boxes and home décor bejeweled with Swarovski
crystals. The line, started in 1995, is sold in such stores as
Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman.
2002 Sales Projections: Over $25 million
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Fashion Foray: "My background originated in fashion
jewelry. We were doing very well during the '80s, but in the
mid-'90s, fashion jewelry fell out of fashion. I was concerned
about how we were going to stay in business. That was the impetus
for beginning in home décor."
"In the
mid-'90s, Oscar de la Renta didn't want any jewerly for his
runway show, and Vogue wasn't calling anymore. I asked
myself, 'What could we do with all this knowledge we
have?'"
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Attention, Shoppers! "I designed one frame as a gift
for different buyers and friends, and they said, 'You should
try to put together a line.' When we shipped the first order in
fall of 1996, we got an immediate reaction. Stores said customers
were buying more than one at a time. We're talking about $400
to $600 frames retail. It very quickly grew from that
point."
High (Priced) Art: "Because of the size and the
amount of stones, the labor and material set the price. Some of the
frames have anywhere from 1,200 to 1,600 Austrian crystals. We have
several pieces that cost $1,200 to $1,400 retail."
Thinking Inside the Box: "About three years ago, we
started making little boxes, very decorative and charming, from $95
to $290. That helped us grow tremendously, because it let the
beginning collector in. We found a lot of collectors start their
children with the boxes, which is very interesting."