In the entertainment world fashion has become more than a trend, it has become a lifestyle. Every one wants to know what each celebrity is wearing, who is the designer, and where it can be bought. It does not stop with clothes, accessories and jewelry have given celebrities new, unique ways to brand themselves and create an image. In October, 2011, an up and coming jewelry line, Henry Designs, bust into the entertainment scene when Zac Efron was spotted wearing one of Henry’s signature Sting Bracelets. Henry Designs was again featured in the January issue of Elle Magazine.
Henry Designs is a family based company that was started in 1976 by Henry Perelstein. As of this year, Henry appointed his long time employee and son, Sean Perelstein, as CEO of the company. Sean travels all around the country meeting with jewelry stores and buyers striking deals for them to sell his line. Since Henry Design’s publicity outbreak with Zac Efron and Elle Magazine, Sean has been working harder than ever to help build his company name and brand. He recently took the time to talk with me about what goes into a negotiation between him and each jewelry story.
When trying to make a deal with and jewelry store or buyer, the first thing Sean discuss’ is the company itself, what they stand for, and the quality of the jewelry they make. He then transitions into explaining what sets his line of jewelry apart from all the rest. “This is very important to me and my company” Sean stated, “I try to differentiate Henry Designs from all other brands that are being sold in the store and show the owner what makes us so unique”. As leverage, Sean shares sales rates of other stores who carry and sell his brand. Not only does this prove that his jewelry is selling, it proves that his jewelry is desired and sought after. By showing the success his company has with other stores he is able to appear credible and honest.
When Sean’s line is being sold at a store, both the store and Sean receive a percentage of the sale. When asked if stores ever try to take advantage of Sean or play dirty tricks to receive more money from his sales, Sean stated there are always people out there who try to take advantage. Many stores will approach Sean with a “We are doing you a favor by selling your line” attitude. To counter this, Sean approaches every potential deal with the same mind set and attitude, “I want you, but I don’t need you”. In the circumstance where a store is asking for a larger percentage off the top, Sean will negotiate with the store to increase their order size. This is a tactic he uses to reach mutual benefit for both parties. He gives the jewelry store the percentage they are asking for and in return he is able to sell more of his jewelry. Sean stated, “When a store is willing to increase their order size, and I am willing to give them more of a percentage, both of us go home happy”. If there is ever a deal that Sean feels is not fair, he will not cave in. “I have never made a deal I am not happy with” Sean said, “I must protect the integrity and exclusiveness of my brand. That is more important than any deal I make”.
Sean Perelstein’s goal is to make Henry Designs the next major name in all of the jewelry world. “This is a dream my father started back in 1976 and I intend to work until my father’s dream becomes a reality”. He continues to set up appointments and negotiate with stores all around the country and has begun setting up deals over seas. Sean ended our interview with a final quote from the famous lead singer, Anthony Kiedis, “I’ll make it to the moon if I have to crawl”.
