Stuart Crystal - Tableware Today

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Stuart has always been a strong bridal registry request. A little less than half of U.S. sales are bridal-related. It’s a testament that despite no consumer advertising, little brand recognition, and a $75 to $100 sticker price per stem that Stuart continues to impress marrying couples. Truth be told, Stuart has relied on past glory and a well-coddled history, but the days of resting on laurels are long gone. Today’s bride just doesn’t know the Stuart name; she does, however, know Vera and Kate. Char Crews’s Richard Crews allows, "Their parents and grandparents might have known Stuart Crystal, but these women do not." Further, because no major in the Chicago area carries the collections, Crews says, there hasn’t been adequate exposure that would inspire brides to request it at his store. "The line might be a little too low profile," says Crews. "I’d like to see Buddy get the line placed in some department stores, like Marshall Field’s, so more people can see it."

But Jay really isn’t too keen on getting tied up with certain majors. "I’d like to make an honest profit," he says. "I can do that with independents." The southeast and New England are Stuart’s largest strongholds, although Jay is eager to make believers of the rest of the nation. "The U.S. is really untapped territory for Stuart," he says. "In the end, I’m convinced that it boils down to service, and we’ll go above and beyond the call of duty to service."

Jay’s not unrealistic; he realizes that marketing to support the brand is required. To that end, for the past year he’s been running a trade ad campaign to let retailers know the company is back and is serious about being back. "It’s important for the trade to know we’re committed," he says. "We’re working to win back confidence." Jay’s also launched gift boxing which will grow to include promotional prepacks, like bowls and potpourri, candleholders and candles. He’s also offering co-op advertising, and anticipates holding Stuart’s first trunk show later this year. Since he’s on the road so much, he holds numerous sales trainings, reacquainting sales associates with the longtime stellar Stuart heritage. "It’s important for me to see every dealer, and be in every store," he says, and means it. During visits, he takes every opportunity to talk about Stuart’s exclusivity and nonpromotional price point, often capitalizing on competitors’s ubiquitous placement, especially among discounters. "It’s frustrating for retailers to see good brands watered down and available everywhere," Jay says. "That’s not the case with Stuart." Within five years, Jay anticipates Stuart will be a $4 million U.S. property.

Well, if Jay’s enthusiasm is a factor in that goal, just don’t bet against him. "I really appreciate the way Buddy backs the business. He’s very dedicated." So says Julie Moore, owner of Mobile’s Claude Moore Jeweler. "I’ve always liked the product, and since Buddy is as dedicated and as enthusiastic as he is, I feel strongly Stuart Crystal will be here awhile, so we’ll make a good go of it again." The 82- year-old store – currently welcoming the fourth generation into the fold (Moore’s son and daughter) – is a Mobile staple, where young women still register sterling selections whilst in their teens. Moore has carried and sold Stuart Crystal for the last 30 years. "As a retailer, it has been frustrating that distribution has come and gone for Stuart," she says, "but I have always adored the product’s good quality, its unique patterns, and fair pricing." New giftware offers another saleable avenue. "Their Cascade giftware is similar to William Yeoward’s, but less expensive," Moore declares. "Stuart has the best value on the 11-inch bouquet vase and all of the gift items are very well thought-out." Moore particularly fancies Stuart’s trademark tall stems. "Tall stems are very popular here in Mobile because so many people have high ceilings," she notes.

Manhattan, a large bowled stem, $80, continues as the top seller, a 14-year stalwart performer. It is one of ten stemware designs available here. New stems will be introduced in anticipation of complementary giftware. Like Valencia, debuting in the fall, a reintroduction of another longtime success, which sports giftware and stemware and represents a departure from the heavily-cut Stuart signature. Iona, an air twist stem, is another effort to think outside the box and attract a younger, more hip customer. This is not your mother’s Stuart Crystal, Jay agrees. "Stuart has always been innovative rather than just reflective of trends," he says. "Not only are we looking to our archive for past winners, but we’re bringing them back at more affordable prices and also looking to originate designs here in the U.S."

While Jay understands that it’s very challenging (if not downright impossible) to lure retailers back to the Stuart fold, he is hell-bent on giving it a good ol’ try. "There are plenty of companies that have lost direction," Jay says. "My direction comes from wanting to take care of my dealers. I have the southern attitude that I’ll help in anyway I can. I can only do what I can do and I intend to do all I can do." This zealous Yoda-styled reasoning is comforting coming from Jay, convincing most who cross his path that Stuart Crystal just might look forward to yet another renaissance on our shores.

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