Stuller is taking a trip down memory lane with the relaunch of its ever-evolving, extensive 302 Fine Jewellery collection.
Emily Graffagnino, senior director of fine jewellery, sat down with PJ to discuss what that means for jewellers around the world.
What is Stuller’s full offering of products and services?
Stuller offers retail jewellers a variety of time-saving services, including stone setting, diamond cutting, custom engraving, CAD/CAM services, pearl stringing, custom imprinting on packaging and displays, and clean scrap for both metals and diamonds.
We also offer a complete line of bridal and fashion mountings, findings, finished jewellery, fabricated metals, diamonds and gemstones, tools, supplies and more.
Can you talk about the 302 collections?
302 Fine Jewellery is about more than just fine jewellery. From concept right through to creation, each piece is made for women who want to share their story with the world.
These award-winning styles provide a lasting expression of moments that define life’s chapters. Our curated collections are consistently updated and refreshed with the latest on-trend styles that consumers are looking for.
Why did you decide to relaunch 302?
After many years of market research, we at Stuller wanted to provide our customer base with a full-service jewellery brand as well as fine jewellery pieces that speak to the women who will wear them.
We made sure to focus on potent design aesthetics that possess both staying power and quality. In the end, our vision for 302 Fine Jewellery is all about pieces that work in tandem and provide a platform that allows women to express who they are.
Where did the name 302 come from?
302 is actually the street address of the Stuller headquarters in the city of Lafayette, Louisiana. All of the designs and collections are conceptualised and designed by a core group of women here at the company.
The team encompasses women of all ages and all departments, as well as all walks of life too. We believe in both the strength of women united and that we are truly better together.
What marketing support comes with the 302 collections?
We provide retailers with a monthly social media strategy, photo and video assets, print promo pieces and more.
We assist in consumer-based brand awareness through 302 Fine Jewellery’s own social media accounts (@302finejewellery) as well as features in nation-wide fashion industry publications.
What are Stuller’s plans for the rest of the year and beyond?
You can expect new products being added to our jewellery collections in September 2021, just in time for holiday shopping.
In fact, we introduce new products to the 302 Fine Jewellery collection three times a year, so you can always be on the lookout for something new and fresh.
HOW IT STARTED
After more than 50 years in business, Stuller has learned a thing or two about supplying the world’s jewellers with what they need. However, it was not always the global company it is now, with facilities in countries as far-reaching as Spain and Thailand.
In fact, founder Matt Stuller’s jewellery journey began in the late 1960s when, just a teenager, he happened upon a local jeweller in his native Lafayette, Louisiana.
He bought a ring for his girlfriend on credit and subsequently worked off that credit, sweeping the floor and cleaning the jewellery cabinets.
During that time he also picked up few jewellery-making skills from the shop’s jeweller.
So impassioned did the young Stuller become that, within three years, aged just 19, he had set up a small jeweller’s workshop in his own father’s orthodontic office – much to his father’s chagrin.
Next Stuller hit the road, selling jewellery from the boot of his car and forging relationships with jewellers far and wide. These jewellers would become an all-important network for Stuller when he officially founded Stuller and opened its corporate headquarters in 1970.
From the very beginning his philosophy has been simple: “Just take the customer’s order in a friendly way and get them a quality product in a reasonable amount of time would probably be a pretty good business model.”
The ethos has carried Matt Stuller and his company far. Now with more than 1,000 employees across five different facilities, the company claims to offer every service a jeweller could ask for.