February 18, 2025 • 44 mins
Brevani, an offshoot jewelry brand of Color Merchants, owners Jordan & Allison Peck share their innovative journey in the jewelry industry, focusing on modern trends while maintaining a legacy of responsible sourcing. They discuss their dynamic collaboration as brother and sister, successful marketing strategies, what they stand to learn and gain as members of The Plumb Club, and how they keep appearing on The Bachelorette every season!
Learn more about Brevani here: https://brevani.com/
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:18):
Welcome to In the Loop.
I talk about digital marketingand whatnot.
So we took the week off butwe're back and this week I'm
joined by Jordan and AllisonPeck from Brevani and Color
Merchants and this is a reallycool conversation.
They are brother and sister andalso next generation jewelry
vendors and it's a really cooltalk about how they have spun
(00:43):
off Brevani and kind of createdtheir own look and feel,
independent of color merchants,how they work together and
collaborate to handle, you know,business eventualities and
everything.
And we also talk about howthey've been on nine seasons of
the bachelorette and I was justpretty floored by that fact.
It was a really cool talk.
Learn about how working insidethe Plum Club also is a
(01:08):
collaborative experience andwhat they learn from the other
members of it.
I hope you enjoy us talking,enjoy.
Speaker 2 (01:20):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
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(01:41):
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And now back to the show.
Speaker 1 (02:22):
Welcome everybody.
My name is Michael Burpo.
Welcome everybody, my name isMichael Burpo.
I'm joined by Jordan andAllison Peck with Brevani, also
known as Color Merchants.
How are you?
Speaker 4 (02:31):
guys doing today, doing good, and you.
Speaker 1 (02:33):
So well.
I'm really excited to get achance to speak with you.
I met you just kind of througha friend of a friend on Jewelers
, Helping Jewelers, and I'm soexcited to get a chance to
interview you.
One of the brands that peoplealways speak very highly of.
My boss, Ross Cockrum, hasalways spoke very highly of you
guys as well.
Seems like you guys have beenin the industry for kind of a
(02:54):
pretty substantial amount oftime.
Can you talk to me a little bitabout the founding of Brevani
and Color Merchants and sort ofhow you got introduced into the
jewelry industry as well?
Speaker 5 (03:05):
Yeah, of course I'll take that one.
So our parents started in thejewelry business about 30 years
ago and they started ColorMerchants.
When they started, it wasprimarily birthstone and a lot
of the classics, such as likeinside-outside hoops, tennis
bracelets, studs.
And when Jordan and I came intothe business officially about
(03:28):
10 years ago, at this point Ipersonally didn't want to wear
any of the jewelry.
You know.
I wanted it to be more fun andinteresting, really standout
pieces.
So we came up with Bravani,which is now a division of Color
Merchants, where retailers caneither brand us and with that
(03:48):
you would get marketing supportas well as different floorboards
and fixtures for your showcasesor retailers can decide to
white label us and mix it inwith their existing inventory.
But as far as Jordan and I,we've been really in the
business, like you said, forever.
um, I remember being little andgoing to some of the shows with
(04:11):
our parents and just walking upand down the aisles and being
introduced to everyone.
Speaker 4 (04:15):
So yeah, we've definitely been around in our
whole lives.
Yeah, I was talking to one ofthe security guards at, uh, the
Centurion show this past weekendand I reminded him of a time
when I was like really youngwhere I went to a baseball game,
came back with a foul ball andhe put me on his shoulders and
walked me around the show.
So I was like seven years oldat the time and when I reminded
(04:37):
him of that he's like well, youjust had to, you had to age me,
like that.
But yeah, we've been around along time is.
Speaker 1 (04:43):
Is that something you know?
We'll get into a little more onthe brand, but did you guys
have the choice to kind ofwander in the world like go and
do your own thing, or was itpretty expected you're going to
come back to the family business?
Speaker 5 (04:59):
We were really lucky.
Our parents definitely gave usthe opportunity to figure out
what we wanted and then we wereable to come back when you know
we wanted to and figured out youknow what roles within the
business and what specificallyyou know each of us wanted to
(05:19):
take on.
Yeah, and even at the beginning.
Speaker 4 (05:21):
I mean, we have a few different, like you know,
facets of our business and youknow, our dad basically said to
us you know, here are all thedifferent paths you can take and
here's what you need to do inorder to accomplish them, and
kind of like, laid it out andbasically gave us the
opportunity to say here's what Iwant to do.
And if, at any point, we, youknow, even at this point, if at
(05:44):
any point we said, hey, listen,we don't want to be in it
anymore, they would support that.
But that's not the case foreither of us.
Speaker 5 (05:51):
And we still refer to that document to this day.
We call it the highways ofopportunity.
Speaker 1 (05:57):
Wow Cool.
That's a.
It's kind of like the, theconstitute, like the
constitution, or something likethat.
Speaker 4 (06:03):
Yeah, it's like our guiding light a little bit in
some respect.
Speaker 1 (06:09):
That's so interesting .
I guess and you guys werementioning so Brevani is
available for white labeling andright when I got on, I was like
your guys' Instagram is reallygood.
It's one of the few ones outthere for a jewelry vendor.
Is that something you guysreally put like a big focus on,
that you guys, like are actually, I don't know, passionate about
(06:29):
it, or it seems like, um, youactually are putting some
dollars behind it, because, if Iknow anything, photographing
jewelry is not something thatcan be done willy-nilly.
It takes a little bit of uh,you know, setup and like thought
and planning.
Is that something you guys arereally focused on right now?
Speaker 5 (06:45):
So it definitely takes a little bit of practice
to get the lighting angles andeverything perfect, um.
But we do have a dedicated ummarketing um girl in house and
she takes all of our images.
She's wonderful with social Um.
She makes sure to, you know, tointeract with our customers and
we try and get both lifestyleand product shots in there.
(07:10):
We get interesting not a lot ofwhite backgrounds.
And then we also we make sureto follow all of our retailers.
If anyone posts something ofours, we try and repost and
reshare it and that's definitelyone of the ways that we help
support our retailers.
Speaker 4 (07:31):
Yeah, and I think it's important because also as a
you know, as a growing brand intoday's landscape, you've got
to be able to stand out and kindof help drive that traffic to
your retailers and give themsome tools to, you know, improve
their sell throughout the store.
So for us, if we're able tohelp their you know social media
(07:52):
accounts stand out in theirarea, or we're able to provide
them with good content that weknow is working for us, then you
know, it's a slam dunk for themand you know that's just again
one of the things that we offerto our branded retailers to give
them the leg up and allow themto, you know kind of dominate in
their market.
You know, also, it's just beingthat we're on the, you know our
(08:16):
jewelry is catered to.
You know more of the younger,more you knowforward people.
Speaker 3 (08:25):
Having it out on Instagram helps because, like we
said, if someone sees it, thenthey call us and say hey, where
do?
Speaker 4 (08:31):
I find this, and we direct them to a retailer in
their area, so it makes it very,very easy.
Speaker 5 (08:37):
I think it's important for brands right now
to have that presence on socialmedia.
I agree, I know that personally.
When I hear of a new brand,that's the first place I go.
You know, I'm not going toGoogle anymore and trying to
find their site.
I want to see how manyfollowers they have, what their
content is and just what theiroverall aesthetic is and what
(08:58):
they stand for.
So I think it's reallyimportant to have that presence
these days.
Speaker 1 (09:02):
Yeah.
So so often though, uh, I meanjust kind of to contrast it, I
do feel like there are somebrands that it's like we're
going to provide you the jewelryand and at bare minimum, we're
just going to send you some uh,we call them like photos on
white, just jewelry on white, um, usually shot through like uh,
just a standard um light box,and it's kind of like, hey, and
(09:23):
then you're gonna have to do therest.
But I really do believe thatthe way to sell online, like
lifestyle photos, really do helpsell, whether that's for the
promotion aspect of it or it'sjust on the product details page
.
Having, for example, withearrings, there's earrings.
I bought a set of earrings formy mom and I thought that they
(09:46):
were hoop earrings and were likehug earrings, you know.
And they I didn't know, becausein the shot they seemed big and
I thought I was paying big.
Speaker 4 (09:53):
uh, they were not, and they were uh, and that's one
of those things I think mattersyeah, and it's funny you say
that because our jewelry is ismeant to be unique, it's meant
to be kind of that everyday butfashion forward.
So it's difficult to see itjust on like a white background
and envision how this can beworn or you know what's the
(10:14):
style that's supposed to go with.
But once, like you put it onsomeone and actually show them
wearing it, you're like oh wow,this actually makes a lot more
sense and this is something Icould wear every day, right?
So once people see it actuallybeing worn and utilize the way
it's supposed to, then somethingclicks in their mind and you
(10:35):
know, everyone could get lost ina sea of white background
jewelry shops.
Nothing really separates themAbsolutely.
You're totally right.
Speaker 5 (10:42):
Yeah, I think it just really helps create interest
among the the consumer, because,oh, what neckline do I wear
with?
You know, jewelry is a part offashion so if I mix these pieces
, yeah, right or mix differentcolors.
Oh, I can wear this with a pairof jeans.
Speaker 4 (10:58):
Um, I think it just helps sell the jewelry overall
and one thing that we alwaystalk about is you know and and
you can ask anyone that kind ofcomes to the shows or anything
like that one thing that wealways talk about is how do we
make bravado fun, right?
How do we make shopping forjewelry fun and that's a big
piece of it is you wear it theway you want to wear it.
(11:20):
You wear it in a way that youmay not think of doing it right,
and that's what we try toshowcase with our, with our
product and with our socialmedia and with our content is
that, like you know, you canwear it however you want.
It's going to work for you andyou know, if it works for you,
then we're good with it.
However, our customer choosesto wear our jewelry, we're we're
(11:41):
thrilled.
Speaker 1 (11:42):
And you know it sounds so simple when you say it
like that, but it definitely isum, it is stand out and very
different than, uh, what?
There's a lot of jewelryvendors out there.
Well, they're all a lot ofpeople are doing.
Um, you guys are a member of apretty I don't want to say
prestigious, but more likeelites or exclusive club, the
(12:03):
Plum Club members.
Like you know, ospy andImperial Pearls, I believe, and
a couple of other ones.
You guys have a very fancy spotin at JCK, like this big
showroom with fancy carpets andstuff.
Is that something?
You guys are relatively youngfor the, for the industry, and I
(12:23):
know you guys are nextgeneration.
Is that something that you guysare trying to, you know, learn
from other members of the plumclub?
Or, uh, is it like acollaborative experience with
that group or, um, what are yougetting out of being in the club
club right now?
Speaker 4 (12:37):
So it's kind of all of the above right Um, you're in
a group with, you know, theleading manufacturers, the
leading providers of jewelry tothe industry as a whole, and you
know, just being able to be ina room with them and have open
conversations and being able tocall them and say, hey, having
this idea, what do you guysthink, and being able to just
kick that around is, you know,is incredible in itself.
(12:59):
Obviously, the show presence isgreat as well, you know.
It elevates our brand andseparates us from just being
kind of along the rows down inthe show retailers and to the
(13:20):
retailers that work with othermembers of the Plum Club, it's
basically a one-stop shop forthem.
And then throughout the year,plum Club is constantly coming
up with new directives anddifferent ways that we can bring
value back.
For example, right now we'reworking on a really second and
third iteration of our researchproject that basically pulls
(13:41):
jewelry consumers throughout theUS and gathers information
about trends, what they want tobuy, the price points that they
want to purchase at and how wecan market to them better what
they're looking for.
And we did all of that as a wayof adding value not only to
members, but as adding value tothe retail partners that we work
(14:03):
with.
So you know, it's not justeveryone thinks the Plum Club is
just the show and while that'sa big piece of it, really our
push between that and you know,symposium and the other things
that we're doing are, you know,is really to how can we add more
value to the retailers that wework with.
And that's something that Allieand I and our family and our
(14:25):
company just as a whole reallybelieve to our core is how do we
support the people we work withthat support us?
And now the Plum Club justaligns with that really really
well.
Speaker 1 (14:36):
Very cool and you guys get a fancy purple carpet
out of it.
I mean, yeah, the carpetdefinitely helps.
Speaker 4 (14:42):
Uh, you know your, your feet don't hurt after after
a few nights out in Vegas,which is always great.
Speaker 5 (14:50):
Whoa.
Speaker 1 (14:50):
I didn't know about the ice cream you guys been
hoarding that.
That's too bad.
All right, nice Um guys.
I think we're going to take aquick break and when I come back
I want to talk to you guysabout, you know, working with
your sibling.
So everybody, stay with us.
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And now back to the show.
All right, and we're back.
(16:20):
I'm still speaking with Jordanand Allison Peck with Brevani.
So, jordan, allison, I'mworking with your sibling.
I don't know if I could handleit.
I have two older brothers.
I think that, having a familybusiness, one of them listens to
the show every single time.
What's up, joe?
What's it like having abusiness partner?
(16:41):
That's also your sibling.
Speaker 4 (16:44):
It's fun, you know.
I would say that.
You know, listen, it alldepends on the day, right?
We're always going to havefamily dynamics that mix into
the business.
But I think, at the end of theday, knowing that you know we
have each other's back and wehave the same interests in mind,
same thing with, like, ourparents and the people that are
here, you know that that's themost reassuring thing, right?
(17:06):
You don't feel like you havesomeone who doesn't understand
where you're coming from andwhere you want to get to, and
being able to share that and beopen with it, I think is the
most important thing.
I would say it's probably notfor everyone, you know,
definitely not for the faint ofheart.
If you were to ask our mom ifshe likes that, you know all of
(17:27):
our dinner conversations havegone from, you know, normal
discussions to family, tobusiness discussions she
probably wouldn't agree with it.
But that's just kind of thehands of the hands that choose
to help I think we're reallylucky.
Speaker 5 (17:44):
We come from a very tight-knit family, um, and thank
goodness we all get along andactually like each other, um,
but specifically jordan and Iare really lucky because the
things that he excels in I don'tnecessarily, and vice versa.
So we have different corecompetencies, so we fit together
(18:05):
really nice.
Yeah, it's also nice to come,just, you know, just to come to
him and say, jordan, I'm having,you know, a bad day, and he
gets it, or dad's really on meabout this and he's like, oh
yeah, he's, he's annoying me toothis morning on me about this.
and he's like, oh yeah, he's,he's annoying me too this
morning.
Um, you know, and we're able tokind of vent to each other
about different things, um, soit's been really nice yeah, I
(18:27):
guess I wanted to ask about thelike, the split.
Speaker 1 (18:30):
You said that core competencies is there like um, a
division, or or, uh, does oneof you handle marketing and the
other person handles business,or what is that split like, like
?
Are you able to kind of reveala little bit about that?
Speaker 4 (18:44):
so it it listen, there's a lot of blurred lines
when it comes to that, but Ithink that's something that
we're always, you know, tryingto figure out and okay, who's
responsible for what?
I think, at the end of the day,though, it's really pretty
straightforward where ali isreally good when it comes to
product marketing and design and, you know, direction of the
brand, right, that's what she'sreally good at and sourcing
(19:07):
things, whereas I'm much more onthe operational side the back
end technology, um, I can.
You know, like she said, thoseare things that I'm good at and
those are things that she's goodat.
So we kind of just try to stayin our lane, and there's plenty
of areas where that crosses over, and, you know, it's both of us
saying, oh well, you know, letus, let me handle this, let me
(19:27):
handle this, and at that pointit's just a matter of okay, well
, who's going to handle it inthe right way?
And as long as it gets it doneand it gets completed correctly,
then it doesn't really matterto us.
Speaker 5 (19:40):
And with a lot of things we'll always go back to
each other with it.
So, like I may, work in-housewith our marketing department to
create, you know, our ads forVegas, but before we send them
in and before they're you know,approved and done with, I get
them in front of Jordan and youknow, our father and everyone
kind of gets their two cents inthere and you know, then we'll
(20:01):
send it in from there.
So even though we stay in ourlanes, we do always try and
check in with each other andkeep you know, keep the other
one in the loop.
Yeah, I mean.
Speaker 4 (20:11):
Allie and I share an office, so there is very little
way of just like, no, you're notgoing to be involved in this
right, because if I'm on a calland someone's asking me a
question, I just don't know theanswer.
I'm like, hey, what's theanswer?
This tells me, and we, we moveforward.
So you know it's, there's,we're, we're a, we're a nimble
(20:32):
team that is always kind oflooking to help out and support
and always has one ear uh,always one ear to the ground.
Speaker 1 (20:40):
That's for sure it's kind of interesting because two
out of three partners atPunchmark so Ross and Brian
Cockrum are, you know, brothers.
And it's pretty interestingbecause you know our CEO, my
boss, is Ross Cockrum and he'sthe younger brother and it's
fascinating to see.
I've been in you know, amillion meetings with them and
(21:02):
sometimes I forget that they'rebrothers and sometimes I
remember that they're brothersin meetings and it's like I, you
know, I think it would be okayif I was to work with my
brothers, but at the same timeI'm not certain and I think it
would be such a gamble to me forme to go into business with one
(21:25):
of my brothers or both mybrothers that it's almost like
man.
I'm glad I don't even have toroll the dice because it seems
so stressful if it doesn't gowell.
I actually did an episode withCraig McBean and Osby for the
Plum Club podcast should becoming out relatively soon and
that one was all about, likeit's called, passing the Torch
(21:48):
Without Blowing Up the Familyand it was all about like Craig
knows that well.
Yeah, how do you go from youknow a parent to a son, or in
one case it was actually from agrandfather to a granddaughter,
and like, how do of navigatethose those experiences, because
there's no real rule book.
What was you mentioned?
(22:10):
You had this document that youhad worked on with your parents.
I guess I kind of want to startwith, if you don't mind sharing
what capacity are your parentsinvolved with Bravani currently?
Speaker 5 (22:29):
So they are still involved.
Um they're in the process of umthey're in the process of
retiring and moving on.
Um they actually they just spenta month in Florida and flew
back this morning because theycouldn't take the cold here in
New York.
But yes, when they are in NewYork, kevin's here Monday
through Thursday and our mom,helene, is here two days a week
(22:52):
Tuesdays and Thursdays they dostill attend the Plum Club.
They attend Vegas every year.
Wow, I think at this pointthey're really sounding boards
for us.
I think at this point they'rereally sounding boards for us
that one of the reasons Kevinflew back down to Florida today
he's, like you know, I'm boredin the office.
Speaker 4 (23:10):
I don't have anything to do.
Speaker 5 (23:11):
Give me a job.
So it's, it's good where we'remaking steps in the right
direction.
Speaker 4 (23:16):
Yeah, and our dad is also the kind of guy who's never
going to be fully retired.
You know he can only golf somuch and lose enough.
You know so many balls.
So you know he, you know he'salways going to have, like you
(23:46):
know, really does know thisbusiness back and forth, and so
that's a huge asset that,honestly, a lot of other people
don't, you know, don't have andespecially you talked about.
You don't know if you'd be ableto like gamble and go into
business, like with your brother, right?
Yeah, when you think about it,he was the one that really
started this and kind of likegrew it to the point where we
(24:07):
were able to come in and, youknow, take the reins and just
kind of like roll with it andjust build on top of it what we
wanted, right?
I think that if we were goingfrom the ground up, it would be
a much different conversation,right, but I think that I think
that the fact that thatfoundation was there and that
Allie and I grew upunderstanding the dynamic of it
(24:28):
a little bit definitely helpswith um, with our ability to
work together.
And, you know, like same thingwith Brian and Ross.
They both grew up in thebusiness right, but they, they
founded their company and theythey've been responsible for
growing that.
So for them they've had, theyhad to deal with a lot of that
growing pain.
Just the two of them and and,of course, dan right.
(24:49):
But that was something that wehave now, that we didn't
necessarily have at thebeginning and also Kevin really
enjoys it, yeah, so that that'sa plus too, yeah he missed super
cool.
Speaker 1 (25:02):
That's really neat because I I, when I was doing
that episode for the plum club,uh, one of the segments I had
done was it's like out topasture or uh, board of advisors
, it's like so, and it wasactually pretty split.
Um, some people keep their youknow the previous owner around
as much as possible because youknow it's yeah, it's it's free
(25:24):
advisory and it's also.
These people are so steeped andthey know the context.
But some people, man, they arenot able to do something a
little bit, and I totallyunderstand that.
Speaker 5 (25:39):
I it's, it's how the I'll say, quote unquote old
owners versus new ownersapproach it.
Um, we were really lucky.
Kevin was very open to ourideas.
When we came to him with theidea of bravani and wanting to
do something a bit more trendy,a little different, um, you know
a branded division he said,okay, show it to me, you know a
(26:01):
branded division.
He said, OK, show it to me, youknow what's it going to look
like when the three of us, youknow, spoke, sat down and agreed
on the direction of where thecompany is going and the three
of us are all working towardscommon goals, if those two, you
know, if the old owner and thenew owners aren't on that same
page.
Speaker 3 (26:20):
I could definitely see how you would want to put
them out to pasture as opposedto keep them, you know, on a
board for advice.
Speaker 1 (26:29):
Yeah, I totally understand, man.
It's a like I said, there's noroadmap, there's no rule book.
It's pretty much plain by ear,no matter who it is.
And it's cool, though, that youguys have kind of seemingly
figured it out and kind of putit in a good in a good place.
That's, that's great.
But, guys, I think we're goingto take one more quick break,
and then I want to talk aboutyour involvement with the
(26:51):
Responsible Jewelry Council.
So everybody, stay with us.
Speaker 3 (26:58):
Hey everyone, jason from Punchmark here.
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(27:19):
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Plus, you'll have the chance tonetwork with industry experts
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Limited spots are available, sodon't miss this opportunity to
(27:39):
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spot today.
Speaker 1 (27:49):
Again, that's punchmarkcom slash workshop and
now back to the show.
Welcome back everybody.
(28:10):
I'm still joined by Jordan andAllison Peck with Brevani, so I
wanted to talk to you a littlebit about your responsible
jewelry council involvement.
I was going through your guys'website and you guys are very
proud of the fact that I thinkthree years ago you achieved
full certification by theResponsible Jewelry Council.
Could you maybe talk a littlebit, jordan, about your
(28:35):
involvement with that counciland kind of what their goals and
aims are that?
Speaker 4 (28:40):
council and kind of what their goals and aims are.
Sure, so yeah, the RJC isessentially a global
organization geared towardshelping manufacturers and
retailers ensure responsiblesourcing in their supply chain,
ethical standards throughout theyou know, throughout the
industry, and you know, makebasically make sure that we, as
an industry, are sourcingproperly and giving back to the
(29:05):
community at large and notinvolving ourselves in areas
where we shouldn't be.
And this aligned really wellwith what we were already doing,
because we already only sourcedfrom a very limited number of
suppliers that we've beenworking with for a long time and
(29:25):
we made sure that anything thatwe did was open, transparent
and that we weren't involvingourselves in something that
could come back to bite us.
And I think that when westarted along the path of the
RJC, it was just a matter of OK,are we in line with their
(29:46):
guidelines?
And I think that a lot of peopledon't recognize the work that
it takes to actually be able toachieve that certification and
it requires a full third partyaudit of all of the processes.
Right, you know they come in,they look at where you're
sourcing from.
They look at the map to makesure that you're not sourcing
(30:08):
from high conflict areas.
They look to make sure thatinternally your staff has you
know basic.
You know basic human rights anda lot more beyond that.
And you know they stand for alot of things that you don't
even realize you would stand foron a normal basis, right.
So, now it's just a matter ofbeing able to put those
(30:29):
protocols in place, and for us,it was super helpful because,
where we typically are, our dadtypically operated on this, like
you know, open door policy andthis transparency, with not a
ton of actual structure aroundit, it enabled us to say, okay,
well, here's a structure that wewant to put in place that makes
(30:51):
sense.
Here's processes that are inline with what we want to do and
here's how we can tighten themup even further to make sure
that the product that we areclaiming and the product that we
are providing to our customeris great quality and is
responsibly sourced.
And that, to us, is veryimportant, especially as you
(31:12):
talk to consumers now, wherethat's becoming more and more
important to them.
It's on the tops of every's onthe top, it's on the tops of
every customer's mind.
Okay, is this sustainablysourced?
Is this sourced from?
You know certain areas and youwant to be able to say without
question that it is, and so forthat.
So for us it was a no-brainer.
(31:33):
And as we started to do thatand I got more involved because
this was all during COVID,really that we started down that
road, I got more involved in.
This was all during COVID,really, that we started down
that road.
I got more involved in helpingother Plum Club members go
through their processes and gettheir certifications completed
and basically RJC reached outand asked me to be part of this
(31:53):
global task force and representthe small and medium sized
businesses within the industry.
Speaker 3 (32:01):
And it's really cool.
Speaker 4 (32:02):
I mean, I sit on this board with a lot of members of
the industry, from diamondproducers in India to members of
the Cignet directors team,right and you're able to get
perspective from all thesedifferent companies and help
(32:22):
drive some of these initiativesthat we're passionate about
really from the ground up.
And for us, having that type ofinvolvement and being able to
represent companies of our size,which typically don't get
represented on platforms likethat, is a huge honor and it, I
(32:43):
think, has helped our businesstremendously.
Speaker 1 (32:46):
That's fantastic, and I guess I wonder, though,
because you are B2B as a jewelryvendor, I sometimes wonder
about the messaging kind ofbehind it, because, you know,
sometimes I feel like Punchmarkis also B2B, and sometimes I
wonder I don't know how to kindof talk about these things in a
(33:08):
way that sort of resonates,because in the end it's like
kind of like you're playingtelephone, you're going to be
selling your jewelry to ajewelry store, the jewelry store
is then going to be selling itto a consumer, and I sometimes
what you just mentioned isreally a fantastic and admirable
thing, and I'm not saying thatall of this is about commerce,
(33:29):
but I do think that passing theinformation about what you just
mentioned and making sure thatthings are responsibly you know,
sourced and conflict freeresponsibly, you know, sourced
and conflict-free, how are youable to convey that information
to your you know, your clientsin a way that resonates and
(33:53):
makes sense but also kind of hassome kind of follow through to
it?
Speaker 4 (33:58):
if that makes any sense, like, how do you, I know
exactly, I know exactly whatyou're saying.
Like, you know, how do we, howdo we make sure that that
message gets passed along to theend consumer, right?
So, so it's a great questionand, honestly, for us it's about
educating our customer.
Right?
We can't really control whatour customer is going to say to
theirs, right?
You know, our customer is theretail jeweler.
(34:20):
We don't sell direct, we don'tdeal with the end consumer, so
all we can really do is promotethe fact that we are responsibly
certified.
And if you have any questions,here's what we, you know, here's
, here's how you can accessthose resources which you can
always access on our site, right?
Speaker 3 (34:35):
But what?
Speaker 4 (34:35):
we do is we just try to educate our customers, and
this way, when a customer comesinto their store, they have the
answer right.
They don't have to fumble andsay, let me find out this, let
me find that out.
They can just very cleanly sayoh well, bravani is responsibly
sourced, they have thecertification that allows them
(34:56):
to say that with fulltransparency, and it creates
this level of trust in theconsumer and understanding that,
okay, if they've gone throughthese processes, then obviously
they've done something right.
Whether that always getsconveyed the right way through
the retailers, I'll say probablynot, but that's the game I
(35:20):
think that we're all trying tofigure out.
The solution for is how do weplay telephone in a way that's
going to pass the message alongaccurately?
And all we can really do iscontrol the message that we're
providing to our clients and,you know, give them the
ammunition to pass it along totheirs when they need it give
(35:41):
them the ammunition to pass italong to theirs when they need
it.
Speaker 5 (35:46):
And as it's becoming more and more important to the
end consumer, I think that'sgoing to drive the retailer to
voice that.
Because when the end consumerasks the retailer, hey, is this
responsibly sourced?
Or hey, where did this goldcome from?
Like Jordan said, they have notonly the trust but they also
have the confidence to come tous because we're responsibly
sourced.
So I think this year, asopposed to three years ago,
(36:07):
we're getting the question fromour retailers are you RJC
certified?
So again, I think more and moreretailers are starting or
continuing to be educated andare starting to get to that
consumer level.
Speaker 1 (36:25):
And I know and again it sounds terrible to be like
it's all about the business butwhen I think all these points
are driven by a consumer at theend, and I do think that, like
you said, when the end consumerstarts to care, it behooves the
I don't want to say middleman,but the retailer to be educated
(36:50):
so that they are able to touchupon those points, it's so
fascinating that it's almostkind of like they have to happen
almost simultaneously, or, youknow, synchronously, so that
they are able to.
Because why does the?
Why will the retailer educatethemselves upon these things if,
in the end, it really doesn'tmatter to their shoppers?
(37:10):
It's a chicken and egg question, right?
What?
Speaker 4 (37:12):
comes first.
Do you supply responsiblysourced jewelry or do you get
asked for it, right?
And so what we decided was wewant to be ahead of that curve.
So this way as people, becausewe recognize, you know, in our
shopping habits, that that'ssomething that we look for, or
something that you know peoplearound us look for, and so we
wanted to get ahead of that andmake sure that, if you know, if
(37:34):
people were going to startasking for it, that our brand
was able to say yes, we are.
And you know, one thing thatyou'll learn about us is that
and we say this to all of oursales reps, we say this to all
of, like, our customers we don'tlike to say no right.
We like to say that, yes, we cando this for you, and not that
we want to be everything toeveryone because no one could do
that.
But you know, it just givesagain the retailer just another
(37:56):
tool that we can provide them tobe able to close a sale on
their end.
And again, not that it's alldriven by commerce, because
there's a lot of really goodthings that happen behind it,
you know.
But it's an, it's an awesometool and it's an awesome thing
that you know for us to be apart of, to be able to help
drive our business.
Speaker 1 (38:16):
Absolutely, and you know what and it's the right
thing to do and I appreciatethat.
But I guess related tomarketing.
On a lighter note, even I kindof wanted to ask you guys.
So I went to your guys blog andI was doing a little bit of
research, I was kind of startingto formulate some of my
questions.
I see, you know, as seen on theBachelorette, I was like, wow,
that's pretty cool.
Scroll through a little bitmore.
(38:41):
And it's like I seen on thebachelorette.
I was like, oh, pretty cool.
And then it's like you guys areon there like, are you guys
like the de facto, like jewelryfor the bachelorette?
I wanted to ask what is thatexperience like?
Is that something that you justhave an in-app now and you just
are able to connect with themregularly?
Um, what, what's that like?
At this point, yeah, so um.
Speaker 5 (39:00):
So at this point we've've been on, I believe, for
this is our ninth season.
Speaker 1 (39:04):
Wow, that's awesome.
Speaker 5 (39:07):
So we've been.
We work really closely with thestylist.
They'll reach out pretty muchat the beginning of each season
when they begin to film.
Tell us, you know, does thegirls have her ear pierced?
What size rings she is Um, andwe'll send in a ton of product
um for them.
And from that, the stylist,depending upon you, know her
(39:29):
outfits and all that jazz, we'llwe'll choose what, what he
wants to pair it with Um, butit's been wonderful for us as
far as um know advertisingmarketing, just getting the name
out there the retailers thatchoose to use the marketing
behind it.
some of them get really creativewith it.
(39:49):
For example, we had a retailerin Alabama and at the time the
Bachelorette was from Alabamaand they hosted like a
Bachelorette night and theybrought in, you know all the
jewelry that was worn on theshow in that that season and,
you know, through a bacheloretteparty.
So for the retailers thatchoose to use the marketing
(40:10):
behind it and understand thepower that the bachelorette name
has behind it.
They've seen a lot of successwith it, which has been really
fun for us yeah.
Speaker 1 (40:21):
So is that something that you kind of give them, your
, your retailers?
Is that something you give thema heads up on?
It's like, hey, this is goingto be coming, here's some ideas
or strategies, or do you kind oflet them figure that out
themselves?
Speaker 5 (40:34):
So, unfortunately, a lot of times we find out with
the general public what is goingon.
Speaker 4 (40:40):
Maximum the morning going to show yeah, maximum the
morning of the show, really.
Speaker 5 (40:45):
The morning the day before.
We'll try and go on you knowGetty.
Images or you know try and lookon different sites to see if
anything's been leaked.
Speaker 4 (40:58):
My wife's a big fan, so she stalks all the accounts.
Speaker 5 (40:59):
The answer is if we do find out before the episode
airs, we try and send out ane-blast or post it to our social
media as a heads up for ourretailers.
But other than that, once weknow, once we see it on, we
always post it on social media.
Speaker 1 (41:16):
Man, that's really, really a neat thing.
I've spoken with a couple ofvendors and even individual
jewelry designers that have beenon the Bachelorette and I again
, like I had mentioned before wegot on.
I personally don't watch theBachelorette, but I'm learning
increasingly.
It is like an important productplacement moment for the
(41:36):
jewelry industry.
For the jewelry industry, andespecially for a vendor such as
yourself, it does sound likesomething that other retailers,
your retailers, could get behindas just like a free marketing
moment.
It's like, hey, as this wasseen on the Bachelorette, this
person wore it in this moment,like we have it in our store,
(41:56):
and I could definitely see howsomeone would want to buy that.
Speaker 5 (41:59):
Absolutely.
Speaker 4 (42:00):
Yeah, and again, just another touch point, another
conversation point for theretailer to be able to also have
.
Right, like customer comes inand they see that and oh,
they're a big fan of thebachelorette, and now you can
all have these conversations andyou know, just another tool
that we try to, you know, letour retailers use to their
advantage, another tool in thearsenal, yeah, exactly.
Speaker 1 (42:21):
That's great, wow, super cool.
I love that.
Thank you guys so much for yourtime.
I think we'll probably end itright there Now, if someone is
listening and they're interestedand they want to maybe try out
carrying Bravani, could youshare where they could contact
you as well as your differentpoints on the web?
Speaker 5 (42:40):
Yeah, so as a as a retail partner, you would go to
color merchantscom.
Bravanicom is completelyconsumer driven, we don't sell
to the customer, but it's just asmattering of what we offer.
And then, of course, you couldfollow us on social media.
Bravani official.
Speaker 4 (43:01):
Yeah, also, if you're going to be at any of the shows
coming up, we're at rjo ijoatlanta.
Obviously.
We're in vegas at the plum club.
Uh, as well as the select shows, yeah awesome.
Speaker 1 (43:14):
Well, thank you guys so much for your time.
A really interesting uhconversation.
I think this is going to be uhone.
I would love to follow up withyou all to hear about, um, what
you guys are coming up with soon.
But thanks everybody.
Go check them out on theinternet and we'll be back next
week, tuesday, with anotherepisode.
Thanks everybody, bye.
Bye, all right, everybody.
(43:36):
That's the end of the show.
Thanks so much for listening.
This week, my guests wereAlison and Jordan Peck from
Brevani and Color Merchants.
This episode was brought to youby Punchmark and produced and
hosted by me, michael Burpo.
This episode was edited by PaulSuarez with music by Ross
Cockrum.
Don't forget to rate thepodcast on Spotify and Apple
(43:58):
Podcasts and leave us feedbackon punchmarkcom slash loop.
That's L-O-U-P-E.
Also, make sure you subscribefor future episodes.
It's the best way to stay inthe loop.
We'll be back next week,tuesday, with another episode.
Cheers everybody, bye, thankyou.
Welcome to In the Loop.
I talk about digital marketingand whatnot.
So we took the week off butwe're back and this week I'm
joined by Jordan and AllisonPeck from Brevani and Color
Merchants and this is a reallycool conversation.
They are brother and sister andalso next generation jewelry
vendors and it's a really cooltalk about how they have spun
(00:43):
off Brevani and kind of createdtheir own look and feel,
independent of color merchants,how they work together and
collaborate to handle, you know,business eventualities and
everything.
And we also talk about howthey've been on nine seasons of
the bachelorette and I was justpretty floored by that fact.
It was a really cool talk.
Learn about how working insidethe Plum Club also is a
(01:08):
collaborative experience andwhat they learn from the other
members of it.
I hope you enjoy us talking,enjoy.
Speaker 2 (01:20):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:41):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth or campaignsthat drive traffic and sales,
punchmark's website andmarketing services were made
just for you.
It's never too late totransform your business and
(02:02):
stitch together your digital andphysical worlds in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmarkcom slash go.
And now back to the show.
Speaker 1 (02:22):
Welcome everybody.
My name is Michael Burpo.
Welcome everybody, my name isMichael Burpo.
I'm joined by Jordan andAllison Peck with Brevani, also
known as Color Merchants.
How are you?
Speaker 4 (02:31):
guys doing today, doing good, and you.
Speaker 1 (02:33):
So well.
I'm really excited to get achance to speak with you.
I met you just kind of througha friend of a friend on Jewelers
, Helping Jewelers, and I'm soexcited to get a chance to
interview you.
One of the brands that peoplealways speak very highly of.
My boss, Ross Cockrum, hasalways spoke very highly of you
guys as well.
Seems like you guys have beenin the industry for kind of a
(02:54):
pretty substantial amount oftime.
Can you talk to me a little bitabout the founding of Brevani
and Color Merchants and sort ofhow you got introduced into the
jewelry industry as well?
Speaker 5 (03:05):
Yeah, of course I'll take that one.
So our parents started in thejewelry business about 30 years
ago and they started ColorMerchants.
When they started, it wasprimarily birthstone and a lot
of the classics, such as likeinside-outside hoops, tennis
bracelets, studs.
And when Jordan and I came intothe business officially about
(03:28):
10 years ago, at this point Ipersonally didn't want to wear
any of the jewelry.
You know.
I wanted it to be more fun andinteresting, really standout
pieces.
So we came up with Bravani,which is now a division of Color
Merchants, where retailers caneither brand us and with that
(03:48):
you would get marketing supportas well as different floorboards
and fixtures for your showcasesor retailers can decide to
white label us and mix it inwith their existing inventory.
But as far as Jordan and I,we've been really in the
business, like you said, forever.
um, I remember being little andgoing to some of the shows with
(04:11):
our parents and just walking upand down the aisles and being
introduced to everyone.
Speaker 4 (04:15):
So yeah, we've definitely been around in our
whole lives.
Yeah, I was talking to one ofthe security guards at, uh, the
Centurion show this past weekendand I reminded him of a time
when I was like really youngwhere I went to a baseball game,
came back with a foul ball andhe put me on his shoulders and
walked me around the show.
So I was like seven years oldat the time and when I reminded
(04:37):
him of that he's like well, youjust had to, you had to age me,
like that.
But yeah, we've been around along time is.
Speaker 1 (04:43):
Is that something you know?
We'll get into a little more onthe brand, but did you guys
have the choice to kind ofwander in the world like go and
do your own thing, or was itpretty expected you're going to
come back to the family business?
Speaker 5 (04:59):
We were really lucky.
Our parents definitely gave usthe opportunity to figure out
what we wanted and then we wereable to come back when you know
we wanted to and figured out youknow what roles within the
business and what specificallyyou know each of us wanted to
(05:19):
take on.
Yeah, and even at the beginning.
Speaker 4 (05:21):
I mean, we have a few different, like you know,
facets of our business and youknow, our dad basically said to
us you know, here are all thedifferent paths you can take and
here's what you need to do inorder to accomplish them, and
kind of like, laid it out andbasically gave us the
opportunity to say here's what Iwant to do.
And if, at any point, we, youknow, even at this point, if at
(05:44):
any point we said, hey, listen,we don't want to be in it
anymore, they would support that.
But that's not the case foreither of us.
Speaker 5 (05:51):
And we still refer to that document to this day.
We call it the highways ofopportunity.
Speaker 1 (05:57):
Wow Cool.
That's a.
It's kind of like the, theconstitute, like the
constitution, or something likethat.
Speaker 4 (06:03):
Yeah, it's like our guiding light a little bit in
some respect.
Speaker 1 (06:09):
That's so interesting .
I guess and you guys werementioning so Brevani is
available for white labeling andright when I got on, I was like
your guys' Instagram is reallygood.
It's one of the few ones outthere for a jewelry vendor.
Is that something you guysreally put like a big focus on,
that you guys, like are actually, I don't know, passionate about
(06:29):
it, or it seems like, um, youactually are putting some
dollars behind it, because, if Iknow anything, photographing
jewelry is not something thatcan be done willy-nilly.
It takes a little bit of uh,you know, setup and like thought
and planning.
Is that something you guys arereally focused on right now?
Speaker 5 (06:45):
So it definitely takes a little bit of practice
to get the lighting angles andeverything perfect, um.
But we do have a dedicated ummarketing um girl in house and
she takes all of our images.
She's wonderful with social Um.
She makes sure to, you know, tointeract with our customers and
we try and get both lifestyleand product shots in there.
(07:10):
We get interesting not a lot ofwhite backgrounds.
And then we also we make sureto follow all of our retailers.
If anyone posts something ofours, we try and repost and
reshare it and that's definitelyone of the ways that we help
support our retailers.
Speaker 4 (07:31):
Yeah, and I think it's important because also as a
you know, as a growing brand intoday's landscape, you've got
to be able to stand out and kindof help drive that traffic to
your retailers and give themsome tools to, you know, improve
their sell throughout the store.
So for us, if we're able tohelp their you know social media
(07:52):
accounts stand out in theirarea, or we're able to provide
them with good content that weknow is working for us, then you
know, it's a slam dunk for themand you know that's just again
one of the things that we offerto our branded retailers to give
them the leg up and allow themto, you know kind of dominate in
their market.
You know, also, it's just beingthat we're on the, you know our
(08:16):
jewelry is catered to.
You know more of the younger,more you knowforward people.
Speaker 3 (08:25):
Having it out on Instagram helps because, like we
said, if someone sees it, thenthey call us and say hey, where
do?
Speaker 4 (08:31):
I find this, and we direct them to a retailer in
their area, so it makes it very,very easy.
Speaker 5 (08:37):
I think it's important for brands right now
to have that presence on socialmedia.
I agree, I know that personally.
When I hear of a new brand,that's the first place I go.
You know, I'm not going toGoogle anymore and trying to
find their site.
I want to see how manyfollowers they have, what their
content is and just what theiroverall aesthetic is and what
(08:58):
they stand for.
So I think it's reallyimportant to have that presence
these days.
Speaker 1 (09:02):
Yeah.
So so often though, uh, I meanjust kind of to contrast it, I
do feel like there are somebrands that it's like we're
going to provide you the jewelryand and at bare minimum, we're
just going to send you some uh,we call them like photos on
white, just jewelry on white, um, usually shot through like uh,
just a standard um light box,and it's kind of like, hey, and
(09:23):
then you're gonna have to do therest.
But I really do believe thatthe way to sell online, like
lifestyle photos, really do helpsell, whether that's for the
promotion aspect of it or it'sjust on the product details page
.
Having, for example, withearrings, there's earrings.
I bought a set of earrings formy mom and I thought that they
(09:46):
were hoop earrings and were likehug earrings, you know.
And they I didn't know, becausein the shot they seemed big and
I thought I was paying big.
Speaker 4 (09:53):
uh, they were not, and they were uh, and that's one
of those things I think mattersyeah, and it's funny you say
that because our jewelry is ismeant to be unique, it's meant
to be kind of that everyday butfashion forward.
So it's difficult to see itjust on like a white background
and envision how this can beworn or you know what's the
(10:14):
style that's supposed to go with.
But once, like you put it onsomeone and actually show them
wearing it, you're like oh wow,this actually makes a lot more
sense and this is something Icould wear every day, right?
So once people see it actuallybeing worn and utilize the way
it's supposed to, then somethingclicks in their mind and you
(10:35):
know, everyone could get lost ina sea of white background
jewelry shops.
Nothing really separates themAbsolutely.
You're totally right.
Speaker 5 (10:42):
Yeah, I think it just really helps create interest
among the the consumer, because,oh, what neckline do I wear
with?
You know, jewelry is a part offashion so if I mix these pieces
, yeah, right or mix differentcolors.
Oh, I can wear this with a pairof jeans.
Speaker 4 (10:58):
Um, I think it just helps sell the jewelry overall
and one thing that we alwaystalk about is you know and and
you can ask anyone that kind ofcomes to the shows or anything
like that one thing that wealways talk about is how do we
make bravado fun, right?
How do we make shopping forjewelry fun and that's a big
piece of it is you wear it theway you want to wear it.
(11:20):
You wear it in a way that youmay not think of doing it right,
and that's what we try toshowcase with our, with our
product and with our socialmedia and with our content is
that, like you know, you canwear it however you want.
It's going to work for you andyou know, if it works for you,
then we're good with it.
However, our customer choosesto wear our jewelry, we're we're
(11:41):
thrilled.
Speaker 1 (11:42):
And you know it sounds so simple when you say it
like that, but it definitely isum, it is stand out and very
different than, uh, what?
There's a lot of jewelryvendors out there.
Well, they're all a lot ofpeople are doing.
Um, you guys are a member of apretty I don't want to say
prestigious, but more likeelites or exclusive club, the
(12:03):
Plum Club members.
Like you know, ospy andImperial Pearls, I believe, and
a couple of other ones.
You guys have a very fancy spotin at JCK, like this big
showroom with fancy carpets andstuff.
Is that something?
You guys are relatively youngfor the, for the industry, and I
(12:23):
know you guys are nextgeneration.
Is that something that you guysare trying to, you know, learn
from other members of the plumclub?
Or, uh, is it like acollaborative experience with
that group or, um, what are yougetting out of being in the club
club right now?
Speaker 4 (12:37):
So it's kind of all of the above right Um, you're in
a group with, you know, theleading manufacturers, the
leading providers of jewelry tothe industry as a whole, and you
know, just being able to be ina room with them and have open
conversations and being able tocall them and say, hey, having
this idea, what do you guysthink, and being able to just
kick that around is, you know,is incredible in itself.
(12:59):
Obviously, the show presence isgreat as well, you know.
It elevates our brand andseparates us from just being
kind of along the rows down inthe show retailers and to the
(13:20):
retailers that work with othermembers of the Plum Club, it's
basically a one-stop shop forthem.
And then throughout the year,plum Club is constantly coming
up with new directives anddifferent ways that we can bring
value back.
For example, right now we'reworking on a really second and
third iteration of our researchproject that basically pulls
(13:41):
jewelry consumers throughout theUS and gathers information
about trends, what they want tobuy, the price points that they
want to purchase at and how wecan market to them better what
they're looking for.
And we did all of that as a wayof adding value not only to
members, but as adding value tothe retail partners that we work
(14:03):
with.
So you know, it's not justeveryone thinks the Plum Club is
just the show and while that'sa big piece of it, really our
push between that and you know,symposium and the other things
that we're doing are, you know,is really to how can we add more
value to the retailers that wework with.
And that's something that Allieand I and our family and our
(14:25):
company just as a whole reallybelieve to our core is how do we
support the people we work withthat support us?
And now the Plum Club justaligns with that really really
well.
Speaker 1 (14:36):
Very cool and you guys get a fancy purple carpet
out of it.
I mean, yeah, the carpetdefinitely helps.
Speaker 4 (14:42):
Uh, you know your, your feet don't hurt after after
a few nights out in Vegas,which is always great.
Speaker 5 (14:50):
Whoa.
Speaker 1 (14:50):
I didn't know about the ice cream you guys been
hoarding that.
That's too bad.
All right, nice Um guys.
I think we're going to take aquick break and when I come back
I want to talk to you guysabout, you know, working with
your sibling.
So everybody, stay with us.
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There'll be more information inthe show notes below.
And now back to the show.
All right, and we're back.
(16:20):
I'm still speaking with Jordanand Allison Peck with Brevani.
So, jordan, allison, I'mworking with your sibling.
I don't know if I could handleit.
I have two older brothers.
I think that, having a familybusiness, one of them listens to
the show every single time.
What's up, joe?
What's it like having abusiness partner?
(16:41):
That's also your sibling.
Speaker 4 (16:44):
It's fun, you know.
I would say that.
You know, listen, it alldepends on the day, right?
We're always going to havefamily dynamics that mix into
the business.
But I think, at the end of theday, knowing that you know we
have each other's back and wehave the same interests in mind,
same thing with, like, ourparents and the people that are
here, you know that that's themost reassuring thing, right?
(17:06):
You don't feel like you havesomeone who doesn't understand
where you're coming from andwhere you want to get to, and
being able to share that and beopen with it, I think is the
most important thing.
I would say it's probably notfor everyone, you know,
definitely not for the faint ofheart.
If you were to ask our mom ifshe likes that, you know all of
(17:27):
our dinner conversations havegone from, you know, normal
discussions to family, tobusiness discussions she
probably wouldn't agree with it.
But that's just kind of thehands of the hands that choose
to help I think we're reallylucky.
Speaker 5 (17:44):
We come from a very tight-knit family, um, and thank
goodness we all get along andactually like each other, um,
but specifically jordan and Iare really lucky because the
things that he excels in I don'tnecessarily, and vice versa.
So we have different corecompetencies, so we fit together
(18:05):
really nice.
Yeah, it's also nice to come,just, you know, just to come to
him and say, jordan, I'm having,you know, a bad day, and he
gets it, or dad's really on meabout this and he's like, oh
yeah, he's, he's annoying me toothis morning on me about this.
and he's like, oh yeah, he's,he's annoying me too this
morning.
Um, you know, and we're able tokind of vent to each other
about different things, um, soit's been really nice yeah, I
(18:27):
guess I wanted to ask about thelike, the split.
Speaker 1 (18:30):
You said that core competencies is there like um, a
division, or or, uh, does oneof you handle marketing and the
other person handles business,or what is that split like, like
?
Are you able to kind of reveala little bit about that?
Speaker 4 (18:44):
so it it listen, there's a lot of blurred lines
when it comes to that, but Ithink that's something that
we're always, you know, tryingto figure out and okay, who's
responsible for what?
I think, at the end of the day,though, it's really pretty
straightforward where ali isreally good when it comes to
product marketing and design and, you know, direction of the
brand, right, that's what she'sreally good at and sourcing
(19:07):
things, whereas I'm much more onthe operational side the back
end technology, um, I can.
You know, like she said, thoseare things that I'm good at and
those are things that she's goodat.
So we kind of just try to stayin our lane, and there's plenty
of areas where that crosses over, and, you know, it's both of us
saying, oh well, you know, letus, let me handle this, let me
(19:27):
handle this, and at that pointit's just a matter of okay, well
, who's going to handle it inthe right way?
And as long as it gets it doneand it gets completed correctly,
then it doesn't really matterto us.
Speaker 5 (19:40):
And with a lot of things we'll always go back to
each other with it.
So, like I may, work in-housewith our marketing department to
create, you know, our ads forVegas, but before we send them
in and before they're you know,approved and done with, I get
them in front of Jordan and youknow, our father and everyone
kind of gets their two cents inthere and you know, then we'll
(20:01):
send it in from there.
So even though we stay in ourlanes, we do always try and
check in with each other andkeep you know, keep the other
one in the loop.
Yeah, I mean.
Speaker 4 (20:11):
Allie and I share an office, so there is very little
way of just like, no, you're notgoing to be involved in this
right, because if I'm on a calland someone's asking me a
question, I just don't know theanswer.
I'm like, hey, what's theanswer?
This tells me, and we, we moveforward.
So you know it's, there's,we're, we're a, we're a nimble
(20:32):
team that is always kind oflooking to help out and support
and always has one ear uh,always one ear to the ground.
Speaker 1 (20:40):
That's for sure it's kind of interesting because two
out of three partners atPunchmark so Ross and Brian
Cockrum are, you know, brothers.
And it's pretty interestingbecause you know our CEO, my
boss, is Ross Cockrum and he'sthe younger brother and it's
fascinating to see.
I've been in you know, amillion meetings with them and
(21:02):
sometimes I forget that they'rebrothers and sometimes I
remember that they're brothersin meetings and it's like I, you
know, I think it would be okayif I was to work with my
brothers, but at the same timeI'm not certain and I think it
would be such a gamble to me forme to go into business with one
(21:25):
of my brothers or both mybrothers that it's almost like
man.
I'm glad I don't even have toroll the dice because it seems
so stressful if it doesn't gowell.
I actually did an episode withCraig McBean and Osby for the
Plum Club podcast should becoming out relatively soon and
that one was all about, likeit's called, passing the Torch
(21:48):
Without Blowing Up the Familyand it was all about like Craig
knows that well.
Yeah, how do you go from youknow a parent to a son, or in
one case it was actually from agrandfather to a granddaughter,
and like, how do of navigatethose those experiences, because
there's no real rule book.
What was you mentioned?
(22:10):
You had this document that youhad worked on with your parents.
I guess I kind of want to startwith, if you don't mind sharing
what capacity are your parentsinvolved with Bravani currently?
Speaker 5 (22:29):
So they are still involved.
Um they're in the process of umthey're in the process of
retiring and moving on.
Um they actually they just spenta month in Florida and flew
back this morning because theycouldn't take the cold here in
New York.
But yes, when they are in NewYork, kevin's here Monday
through Thursday and our mom,helene, is here two days a week
(22:52):
Tuesdays and Thursdays they dostill attend the Plum Club.
They attend Vegas every year.
Wow, I think at this pointthey're really sounding boards
for us.
I think at this point they'rereally sounding boards for us
that one of the reasons Kevinflew back down to Florida today
he's, like you know, I'm boredin the office.
Speaker 4 (23:10):
I don't have anything to do.
Speaker 5 (23:11):
Give me a job.
So it's, it's good where we'remaking steps in the right
direction.
Speaker 4 (23:16):
Yeah, and our dad is also the kind of guy who's never
going to be fully retired.
You know he can only golf somuch and lose enough.
You know so many balls.
So you know he, you know he'salways going to have, like you
(23:46):
know, really does know thisbusiness back and forth, and so
that's a huge asset that,honestly, a lot of other people
don't, you know, don't have andespecially you talked about.
You don't know if you'd be ableto like gamble and go into
business, like with your brother, right?
Yeah, when you think about it,he was the one that really
started this and kind of likegrew it to the point where we
(24:07):
were able to come in and, youknow, take the reins and just
kind of like roll with it andjust build on top of it what we
wanted, right?
I think that if we were goingfrom the ground up, it would be
a much different conversation,right, but I think that I think
that the fact that thatfoundation was there and that
Allie and I grew upunderstanding the dynamic of it
(24:28):
a little bit definitely helpswith um, with our ability to
work together.
And, you know, like same thingwith Brian and Ross.
They both grew up in thebusiness right, but they, they
founded their company and theythey've been responsible for
growing that.
So for them they've had, theyhad to deal with a lot of that
growing pain.
Just the two of them and and,of course, dan right.
(24:49):
But that was something that wehave now, that we didn't
necessarily have at thebeginning and also Kevin really
enjoys it, yeah, so that that'sa plus too, yeah he missed super
cool.
Speaker 1 (25:02):
That's really neat because I I, when I was doing
that episode for the plum club,uh, one of the segments I had
done was it's like out topasture or uh, board of advisors
, it's like so, and it wasactually pretty split.
Um, some people keep their youknow the previous owner around
as much as possible because youknow it's yeah, it's it's free
(25:24):
advisory and it's also.
These people are so steeped andthey know the context.
But some people, man, they arenot able to do something a
little bit, and I totallyunderstand that.
Speaker 5 (25:39):
I it's, it's how the I'll say, quote unquote old
owners versus new ownersapproach it.
Um, we were really lucky.
Kevin was very open to ourideas.
When we came to him with theidea of bravani and wanting to
do something a bit more trendy,a little different, um, you know
a branded division he said,okay, show it to me, you know a
(26:01):
branded division.
He said, OK, show it to me, youknow what's it going to look
like when the three of us, youknow, spoke, sat down and agreed
on the direction of where thecompany is going and the three
of us are all working towardscommon goals, if those two, you
know, if the old owner and thenew owners aren't on that same
page.
Speaker 3 (26:20):
I could definitely see how you would want to put
them out to pasture as opposedto keep them, you know, on a
board for advice.
Speaker 1 (26:29):
Yeah, I totally understand, man.
It's a like I said, there's noroadmap, there's no rule book.
It's pretty much plain by ear,no matter who it is.
And it's cool, though, that youguys have kind of seemingly
figured it out and kind of putit in a good in a good place.
That's, that's great.
But, guys, I think we're goingto take one more quick break,
and then I want to talk aboutyour involvement with the
(26:51):
Responsible Jewelry Council.
So everybody, stay with us.
Speaker 3 (26:58):
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Speaker 1 (27:49):
Again, that's punchmarkcom slash workshop and
now back to the show.
Welcome back everybody.
(28:10):
I'm still joined by Jordan andAllison Peck with Brevani, so I
wanted to talk to you a littlebit about your responsible
jewelry council involvement.
I was going through your guys'website and you guys are very
proud of the fact that I thinkthree years ago you achieved
full certification by theResponsible Jewelry Council.
Could you maybe talk a littlebit, jordan, about your
(28:35):
involvement with that counciland kind of what their goals and
aims are that?
Speaker 4 (28:40):
council and kind of what their goals and aims are.
Sure, so yeah, the RJC isessentially a global
organization geared towardshelping manufacturers and
retailers ensure responsiblesourcing in their supply chain,
ethical standards throughout theyou know, throughout the
industry, and you know, makebasically make sure that we, as
an industry, are sourcingproperly and giving back to the
(29:05):
community at large and notinvolving ourselves in areas
where we shouldn't be.
And this aligned really wellwith what we were already doing,
because we already only sourcedfrom a very limited number of
suppliers that we've beenworking with for a long time and
(29:25):
we made sure that anything thatwe did was open, transparent
and that we weren't involvingourselves in something that
could come back to bite us.
And I think that when westarted along the path of the
RJC, it was just a matter of OK,are we in line with their
(29:46):
guidelines?
And I think that a lot of peopledon't recognize the work that
it takes to actually be able toachieve that certification and
it requires a full third partyaudit of all of the processes.
Right, you know they come in,they look at where you're
sourcing from.
They look at the map to makesure that you're not sourcing
(30:08):
from high conflict areas.
They look to make sure thatinternally your staff has you
know basic.
You know basic human rights anda lot more beyond that.
And you know they stand for alot of things that you don't
even realize you would stand foron a normal basis, right.
So, now it's just a matter ofbeing able to put those
(30:29):
protocols in place, and for us,it was super helpful because,
where we typically are, our dadtypically operated on this, like
you know, open door policy andthis transparency, with not a
ton of actual structure aroundit, it enabled us to say, okay,
well, here's a structure that wewant to put in place that makes
(30:51):
sense.
Here's processes that are inline with what we want to do and
here's how we can tighten themup even further to make sure
that the product that we areclaiming and the product that we
are providing to our customeris great quality and is
responsibly sourced.
And that, to us, is veryimportant, especially as you
(31:12):
talk to consumers now, wherethat's becoming more and more
important to them.
It's on the tops of every's onthe top, it's on the tops of
every customer's mind.
Okay, is this sustainablysourced?
Is this sourced from?
You know certain areas and youwant to be able to say without
question that it is, and so forthat.
So for us it was a no-brainer.
(31:33):
And as we started to do thatand I got more involved because
this was all during COVID,really that we started down that
road, I got more involved in.
This was all during COVID,really, that we started down
that road.
I got more involved in helpingother Plum Club members go
through their processes and gettheir certifications completed
and basically RJC reached outand asked me to be part of this
(31:53):
global task force and representthe small and medium sized
businesses within the industry.
Speaker 3 (32:01):
And it's really cool.
Speaker 4 (32:02):
I mean, I sit on this board with a lot of members of
the industry, from diamondproducers in India to members of
the Cignet directors team,right and you're able to get
perspective from all thesedifferent companies and help
(32:22):
drive some of these initiativesthat we're passionate about
really from the ground up.
And for us, having that type ofinvolvement and being able to
represent companies of our size,which typically don't get
represented on platforms likethat, is a huge honor and it, I
(32:43):
think, has helped our businesstremendously.
Speaker 1 (32:46):
That's fantastic, and I guess I wonder, though,
because you are B2B as a jewelryvendor, I sometimes wonder
about the messaging kind ofbehind it, because, you know,
sometimes I feel like Punchmarkis also B2B, and sometimes I
wonder I don't know how to kindof talk about these things in a
(33:08):
way that sort of resonates,because in the end it's like
kind of like you're playingtelephone, you're going to be
selling your jewelry to ajewelry store, the jewelry store
is then going to be selling itto a consumer, and I sometimes
what you just mentioned isreally a fantastic and admirable
thing, and I'm not saying thatall of this is about commerce,
(33:29):
but I do think that passing theinformation about what you just
mentioned and making sure thatthings are responsibly you know,
sourced and conflict freeresponsibly, you know, sourced
and conflict-free, how are youable to convey that information
to your you know, your clientsin a way that resonates and
(33:53):
makes sense but also kind of hassome kind of follow through to
it?
Speaker 4 (33:58):
if that makes any sense, like, how do you, I know
exactly, I know exactly whatyou're saying.
Like, you know, how do we, howdo we make sure that that
message gets passed along to theend consumer, right?
So, so it's a great questionand, honestly, for us it's about
educating our customer.
Right?
We can't really control whatour customer is going to say to
theirs, right?
You know, our customer is theretail jeweler.
(34:20):
We don't sell direct, we don'tdeal with the end consumer, so
all we can really do is promotethe fact that we are responsibly
certified.
And if you have any questions,here's what we, you know, here's
, here's how you can accessthose resources which you can
always access on our site, right?
Speaker 3 (34:35):
But what?
Speaker 4 (34:35):
we do is we just try to educate our customers, and
this way, when a customer comesinto their store, they have the
answer right.
They don't have to fumble andsay, let me find out this, let
me find that out.
They can just very cleanly sayoh well, bravani is responsibly
sourced, they have thecertification that allows them
(34:56):
to say that with fulltransparency, and it creates
this level of trust in theconsumer and understanding that,
okay, if they've gone throughthese processes, then obviously
they've done something right.
Whether that always getsconveyed the right way through
the retailers, I'll say probablynot, but that's the game I
(35:20):
think that we're all trying tofigure out.
The solution for is how do weplay telephone in a way that's
going to pass the message alongaccurately?
And all we can really do iscontrol the message that we're
providing to our clients and,you know, give them the
ammunition to pass it along totheirs when they need it give
(35:41):
them the ammunition to pass italong to theirs when they need
it.
Speaker 5 (35:46):
And as it's becoming more and more important to the
end consumer, I think that'sgoing to drive the retailer to
voice that.
Because when the end consumerasks the retailer, hey, is this
responsibly sourced?
Or hey, where did this goldcome from?
Like Jordan said, they have notonly the trust but they also
have the confidence to come tous because we're responsibly
sourced.
So I think this year, asopposed to three years ago,
(36:07):
we're getting the question fromour retailers are you RJC
certified?
So again, I think more and moreretailers are starting or
continuing to be educated andare starting to get to that
consumer level.
Speaker 1 (36:25):
And I know and again it sounds terrible to be like
it's all about the business butwhen I think all these points
are driven by a consumer at theend, and I do think that, like
you said, when the end consumerstarts to care, it behooves the
I don't want to say middleman,but the retailer to be educated
(36:50):
so that they are able to touchupon those points, it's so
fascinating that it's almostkind of like they have to happen
almost simultaneously, or, youknow, synchronously, so that
they are able to.
Because why does the?
Why will the retailer educatethemselves upon these things if,
in the end, it really doesn'tmatter to their shoppers?
(37:10):
It's a chicken and egg question, right?
What?
Speaker 4 (37:12):
comes first.
Do you supply responsiblysourced jewelry or do you get
asked for it, right?
And so what we decided was wewant to be ahead of that curve.
So this way as people, becausewe recognize, you know, in our
shopping habits, that that'ssomething that we look for, or
something that you know peoplearound us look for, and so we
wanted to get ahead of that andmake sure that, if you know, if
(37:34):
people were going to startasking for it, that our brand
was able to say yes, we are.
And you know, one thing thatyou'll learn about us is that
and we say this to all of oursales reps, we say this to all
of, like, our customers we don'tlike to say no right.
We like to say that, yes, we cando this for you, and not that
we want to be everything toeveryone because no one could do
that.
But you know, it just givesagain the retailer just another
(37:56):
tool that we can provide them tobe able to close a sale on
their end.
And again, not that it's alldriven by commerce, because
there's a lot of really goodthings that happen behind it,
you know.
But it's an, it's an awesometool and it's an awesome thing
that you know for us to be apart of, to be able to help
drive our business.
Speaker 1 (38:16):
Absolutely, and you know what and it's the right
thing to do and I appreciatethat.
But I guess related tomarketing.
On a lighter note, even I kindof wanted to ask you guys.
So I went to your guys blog andI was doing a little bit of
research, I was kind of startingto formulate some of my
questions.
I see, you know, as seen on theBachelorette, I was like, wow,
that's pretty cool.
Scroll through a little bitmore.
(38:41):
And it's like I seen on thebachelorette.
I was like, oh, pretty cool.
And then it's like you guys areon there like, are you guys
like the de facto, like jewelryfor the bachelorette?
I wanted to ask what is thatexperience like?
Is that something that you justhave an in-app now and you just
are able to connect with themregularly?
Um, what, what's that like?
At this point, yeah, so um.
Speaker 5 (39:00):
So at this point we've've been on, I believe, for
this is our ninth season.
Speaker 1 (39:04):
Wow, that's awesome.
Speaker 5 (39:07):
So we've been.
We work really closely with thestylist.
They'll reach out pretty muchat the beginning of each season
when they begin to film.
Tell us, you know, does thegirls have her ear pierced?
What size rings she is Um, andwe'll send in a ton of product
um for them.
And from that, the stylist,depending upon you, know her
(39:29):
outfits and all that jazz, we'llwe'll choose what, what he
wants to pair it with Um, butit's been wonderful for us as
far as um know advertisingmarketing, just getting the name
out there the retailers thatchoose to use the marketing
behind it.
some of them get really creativewith it.
(39:49):
For example, we had a retailerin Alabama and at the time the
Bachelorette was from Alabamaand they hosted like a
Bachelorette night and theybrought in, you know all the
jewelry that was worn on theshow in that that season and,
you know, through a bacheloretteparty.
So for the retailers thatchoose to use the marketing
(40:10):
behind it and understand thepower that the bachelorette name
has behind it.
They've seen a lot of successwith it, which has been really
fun for us yeah.
Speaker 1 (40:21):
So is that something that you kind of give them, your
, your retailers?
Is that something you give thema heads up on?
It's like, hey, this is goingto be coming, here's some ideas
or strategies, or do you kind oflet them figure that out
themselves?
Speaker 5 (40:34):
So, unfortunately, a lot of times we find out with
the general public what is goingon.
Speaker 4 (40:40):
Maximum the morning going to show yeah, maximum the
morning of the show, really.
Speaker 5 (40:45):
The morning the day before.
We'll try and go on you knowGetty.
Images or you know try and lookon different sites to see if
anything's been leaked.
Speaker 4 (40:58):
My wife's a big fan, so she stalks all the accounts.
Speaker 5 (40:59):
The answer is if we do find out before the episode
airs, we try and send out ane-blast or post it to our social
media as a heads up for ourretailers.
But other than that, once weknow, once we see it on, we
always post it on social media.
Speaker 1 (41:16):
Man, that's really, really a neat thing.
I've spoken with a couple ofvendors and even individual
jewelry designers that have beenon the Bachelorette and I again
, like I had mentioned before wegot on.
I personally don't watch theBachelorette, but I'm learning
increasingly.
It is like an important productplacement moment for the
(41:36):
jewelry industry.
For the jewelry industry, andespecially for a vendor such as
yourself, it does sound likesomething that other retailers,
your retailers, could get behindas just like a free marketing
moment.
It's like, hey, as this wasseen on the Bachelorette, this
person wore it in this moment,like we have it in our store,
(41:56):
and I could definitely see howsomeone would want to buy that.
Speaker 5 (41:59):
Absolutely.
Speaker 4 (42:00):
Yeah, and again, just another touch point, another
conversation point for theretailer to be able to also have
.
Right, like customer comes inand they see that and oh,
they're a big fan of thebachelorette, and now you can
all have these conversations andyou know, just another tool
that we try to, you know, letour retailers use to their
advantage, another tool in thearsenal, yeah, exactly.
Speaker 1 (42:21):
That's great, wow, super cool.
I love that.
Thank you guys so much for yourtime.
I think we'll probably end itright there Now, if someone is
listening and they're interestedand they want to maybe try out
carrying Bravani, could youshare where they could contact
you as well as your differentpoints on the web?
Speaker 5 (42:40):
Yeah, so as a as a retail partner, you would go to
color merchantscom.
Bravanicom is completelyconsumer driven, we don't sell
to the customer, but it's just asmattering of what we offer.
And then, of course, you couldfollow us on social media.
Bravani official.
Speaker 4 (43:01):
Yeah, also, if you're going to be at any of the shows
coming up, we're at rjo ijoatlanta.
Obviously.
We're in vegas at the plum club.
Uh, as well as the select shows, yeah awesome.
Speaker 1 (43:14):
Well, thank you guys so much for your time.
A really interesting uhconversation.
I think this is going to be uhone.
I would love to follow up withyou all to hear about, um, what
you guys are coming up with soon.
But thanks everybody.
Go check them out on theinternet and we'll be back next
week, tuesday, with anotherepisode.
Thanks everybody, bye.
Bye, all right, everybody.
(43:36):
That's the end of the show.
Thanks so much for listening.
This week, my guests wereAlison and Jordan Peck from
Brevani and Color Merchants.
This episode was brought to youby Punchmark and produced and
hosted by me, michael Burpo.
This episode was edited by PaulSuarez with music by Ross
Cockrum.
Don't forget to rate thepodcast on Spotify and Apple
(43:58):
Podcasts and leave us feedbackon punchmarkcom slash loop.
That's L-O-U-P-E.
Also, make sure you subscribefor future episodes.
It's the best way to stay inthe loop.
We'll be back next week,tuesday, with another episode.
Cheers everybody, bye, thankyou.
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