Bling Makes Byway
Cash Registers Ring
Artisan-made byway-theme bracelets and keychains are
sold via direct retail and online by the byway and the artist with
percentage of sales supporting byway organization.
Who:
The Illinois Lincoln Highway Coalition byway organization
commissioned artisan-made jewelry featuring the byway logo and images
for retail and online sales.
What:
Artist-designed
charm bracelets and key chains feature charms with the Lincoln Highway “L” and
handmade glass red, white and blue beads.
When:
The line of jewelry made its online debut in spring
2005.
Where:
The bracelets and keychains are sold online and will
be sold at the Illinois Lincoln Highway Interpretive Center Store
in Dixon, Illinois.
How:
The byway organization issued a request for proposals
to solicit ideas on how a retailer, product manufacturer or artist
would use the byway logo to create a new product. The byway organization
has established a policy of not producing traditional merchandise,
such as t-shirts, mugs, and spoons, and insists upon products that
are more creative and unique to the byway. That is not to say that
an existing type of product cannot be adapted for use by the byway
organization. For example, in 2005, an Illinois-based artist adapted
the concept of California First Lady Maria Schriver’s
bracelets featuring charms of California landmarks to feature the
Lincoln Highway logo.
That artist paid a flat fee royalty to the byway organization
for the use of the byway logo. The artist produces the jewelry and
sells stock to the byway organization for retail sale via the byway
organization’s website and through its interpretive
center-storefront partnership.
Online, consumers can see the jewelry
and are directed to download a simple online
form to complete and return with a check or money order to the
byway organization. The artist also retails the jewelry from her
own website.
Future plans call for charms showing Lincoln Highway
byway landmarks.
Funding Potential:
The bracelets retail for $20 to $24, depending upon
the type of clasp, and the keychains retail for $14. Mail orders
are charged a $3 postage and handling fee.
Why Retailing:
• Generates funding by offering purchasers a
tangible product for their money
• Offers the opportunity to increase byway awareness
with a customized product
• Provides a product with appeal to travel item
collectors
• Provides the opportunity to work with regional
artists and featured byway sites
Resources:
Illinois
Lincoln Highway Coalition
Illinois
Retail Merchants Association – Site of one of the largest
state retail organizations in the U.S.
National
Retail Federation
Planetjill.com -
Website of designer Jill Schiff, who created the charms for California
First Lady Maria Schriver’s line of California-themed jewelry
