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A sample of Annaleece’s massive collection

Jewel of the Aisles
Annaleece Bringing Licensed Flair to Las Vegas
December 29, 2010

When Jack DeVries launched Annaleece in 2002, the idea was to offer high-quality jewelry at affordable prices. After five years in the business, DeVries saw an opportunity to broaden the market and jumped into collegiate licensing. According to Alison Hall, Annaleece’s collegiate coordinator, the company has never looked back.

“We get requests all the time for collegiate product,” she says. “Students and alumni love our items.”

There are plenty of reasons for that popularity. For one thing, all Annaleece jewelry includes Swarovski elements, one of the industry’s benchmarks for quality and style. Price and selection add to Annaleece’s appeal as well.

“Earrings, pins and tie tags are probably our best sellers with college sports fans,” says Hall. “Our fashions are great gift ideas. Every piece contains 22-karat gold, is hypo-allergenic and has no nickel or lead.”

Annaleece also offers items for men, including cuff links.

Licensing is another draw for consumers. Annaleece currently offers jewelry in 10 schools, including LSU, Michigan and Ohio State. The company recently introduced North Carolina. More schools will follow in 2011.

Retailers, by contrast, have become big fans of Annaleece in part because of healthy profit margins. “Our average wholesale price is $14,” says Hall. “Our mark-ups range as high as three times that. The perceived value of Annaleece items is excellent.”

With sales on the rise, Annaleece is heading to Las Vegas to make its debut as an exhibitor at the Sports Licensing and Tailgate Show. Hall has high hopes. “We’re eager to get our name out there,” she says. “The show is a chance to increase brand awareness and gauge which schools are drawing the most interest.”

Annaleece will have a full selection on hand at its booth. Hall believes that retailers and buyers will be impressed. “Everyone is looking to save money these days,” she says. “Annaleece is essentially risk free, since we offer a dollar-for-dollar exchange program. Buyers may also be interested to know that our collegiate program includes a free lighted display case with $1,000 purchase of collegiate jewelry.”

“Annaleece is the perfect way to show team spirit with style,” Hall adds.




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