As featured in the Memphis Business Journal November 27 - December 3, 2009
Dazzle targets middle ground of
price points with jewelry,
accessories business
Memphis Business Journal - by Lauren Oxner
Dazzle targets middle ground of
price points with jewelry,
accessories business
Memphis Business Journal - by Lauren Oxner
Amy and Mike
Egerman with some of
their products at Dazzle
Egerman with some of
their products at Dazzle
Walking into Amy and Mike Egerman’s jewelry and accessories shop Dazzle will most likely leave you feeling,
well, dazzled. From the high ceilings to the bright lighting to the well-laid-out display of merchandise, everything
about Dazzle exudes chic. But the business’ rapidly growing popularity didn’t just come out of nowhere. From
day one, the Egermans have put in the work and creativity it takes to make a small boutique successful.
Dazzle’s conception goes back to a time when the two were working in completely different spheres. A longtime
retail and manufacturing guru, Mike Egerman had moved his way up the ladder at a company called Home
Furnishings. Amy Egerman worked in marketing and advertising. Several years ago, though, Mike realized that
Home Furnishings was starting to go global; it was soon thereafter purchased by venture capitalists. Wanting a
change, he and Amy began looking for an opportunity to do their own thing. “We had always wanted to do
something on our own, we just didn’t know what,” Mike says.
The answer came when Mike considered something he had noticed while on business in China for Home
Furnishings. He began seeing lots of not cheap but not expensive jewelry in China that had been made in
America and Europe, and he became interested in industries that could merge design with transportation
successfully. The jewelry business seemed to fit the bill. “When we looked at the jewelry market in Memphis,
there was a high and low end, but a huge void in between,” he says. “There were warehouse-style shops and
expensive boutiques, but no middle ground.”
With more than 18,000 pieces of merchandise, nearly all of which the Egermans hand select at national jewelry
shows and from quality overseas and domestic manufacturers, Dazzle has something at every price point.
The Egermans have seen huge growth since opening in 2007. They have experienced a 15 % annual sales
growth to date, which is quickly making up for the $375,000 initial investment they made to purchase their
space, renovate, buy merchandise and pay their eight part-time employees.
“We’ve learned that you absolutely have to be consistent in this business,” Amy says. “People want to know
that they can expect the same quality of merchandise each and every time they walk through the door. That’s
why we’ve picked manufacturing sources who have been consistent in their own right, such as Chinese
Laundry and Big Buddha.”
The Egermans consistently attend jewelry and accessory shows in other major U.S. cities and follow those retail
markets. They buy items that they believe will trickle down to the Memphis market the following season.
This emphasis on consistency is evident not only in the quality of their merchandise but in their commitment to
providing classic and trendy pieces at a variety of price points. Pieces can range from $3 to $50 and sometimes
as high as $75 for some handbags. The main point is that a customer can always find something, no matter
their budget. Amy says it’s their extremely narrow margins that have made people so willing to buy from Dazzle
in spite of the economy.
Mike says choosing a prime location in close proximity to Memphis, Germantown and Collierville was also
important, and they try to maintain a heavy presence in schools.
“We often donate pieces to schools’ silent auctions, which really gets our name out there,” he says. They also
hold private shopping nights for various groups, giving back 10% of the sales that night to the organization.
Sandy Rhodes, an assistant at the Germantown Area Chamber of Commerce, says Dazzle held a business
after hours event for the chamber, which was a great networking opportunity and allowed chamber members to
meet the Egermans.
“A store like Dazzle is wonderful for the area, especially with the economy the way it is,” Rhodes says. “They’ve
sponsored a number of events we’ve held, and the way they treat everyone like family is wonderful. Once you’
ve been there, you’re going to go back.”
Another marketing strategy is its “Dazzle Diva” contest. Customers and clients send in photos of themselves in
Dazzle merchandise via Facebook, Twitter, on Dazzle’s Web site or by hand. The Dazzle team then picks a
winner each week to feature. The contest has grown quite popular and is another avenue of publicity for the
store.
Lakeland resident Kathleen Manley says a friend recommended Dazzle, and she wasn’t disappointed.
“They have a great selection of unusual pieces that you wouldn’t find at a large department store. The
atmosphere is fun, the employees helpful, and for $25 I got several items that I’ll use repeatedly. Honestly, I
walked out of there saying, “I’d love to do what they’re doing someday.”
Dazzle
Address: 7730 Poplar #2, Germantown
Phone: (901) 755-8393
Web site: www.dazzleusa.com
loxner@bizjournals.com | 259-1730
well, dazzled. From the high ceilings to the bright lighting to the well-laid-out display of merchandise, everything
about Dazzle exudes chic. But the business’ rapidly growing popularity didn’t just come out of nowhere. From
day one, the Egermans have put in the work and creativity it takes to make a small boutique successful.
Dazzle’s conception goes back to a time when the two were working in completely different spheres. A longtime
retail and manufacturing guru, Mike Egerman had moved his way up the ladder at a company called Home
Furnishings. Amy Egerman worked in marketing and advertising. Several years ago, though, Mike realized that
Home Furnishings was starting to go global; it was soon thereafter purchased by venture capitalists. Wanting a
change, he and Amy began looking for an opportunity to do their own thing. “We had always wanted to do
something on our own, we just didn’t know what,” Mike says.
The answer came when Mike considered something he had noticed while on business in China for Home
Furnishings. He began seeing lots of not cheap but not expensive jewelry in China that had been made in
America and Europe, and he became interested in industries that could merge design with transportation
successfully. The jewelry business seemed to fit the bill. “When we looked at the jewelry market in Memphis,
there was a high and low end, but a huge void in between,” he says. “There were warehouse-style shops and
expensive boutiques, but no middle ground.”
With more than 18,000 pieces of merchandise, nearly all of which the Egermans hand select at national jewelry
shows and from quality overseas and domestic manufacturers, Dazzle has something at every price point.
The Egermans have seen huge growth since opening in 2007. They have experienced a 15 % annual sales
growth to date, which is quickly making up for the $375,000 initial investment they made to purchase their
space, renovate, buy merchandise and pay their eight part-time employees.
“We’ve learned that you absolutely have to be consistent in this business,” Amy says. “People want to know
that they can expect the same quality of merchandise each and every time they walk through the door. That’s
why we’ve picked manufacturing sources who have been consistent in their own right, such as Chinese
Laundry and Big Buddha.”
The Egermans consistently attend jewelry and accessory shows in other major U.S. cities and follow those retail
markets. They buy items that they believe will trickle down to the Memphis market the following season.
This emphasis on consistency is evident not only in the quality of their merchandise but in their commitment to
providing classic and trendy pieces at a variety of price points. Pieces can range from $3 to $50 and sometimes
as high as $75 for some handbags. The main point is that a customer can always find something, no matter
their budget. Amy says it’s their extremely narrow margins that have made people so willing to buy from Dazzle
in spite of the economy.
Mike says choosing a prime location in close proximity to Memphis, Germantown and Collierville was also
important, and they try to maintain a heavy presence in schools.
“We often donate pieces to schools’ silent auctions, which really gets our name out there,” he says. They also
hold private shopping nights for various groups, giving back 10% of the sales that night to the organization.
Sandy Rhodes, an assistant at the Germantown Area Chamber of Commerce, says Dazzle held a business
after hours event for the chamber, which was a great networking opportunity and allowed chamber members to
meet the Egermans.
“A store like Dazzle is wonderful for the area, especially with the economy the way it is,” Rhodes says. “They’ve
sponsored a number of events we’ve held, and the way they treat everyone like family is wonderful. Once you’
ve been there, you’re going to go back.”
Another marketing strategy is its “Dazzle Diva” contest. Customers and clients send in photos of themselves in
Dazzle merchandise via Facebook, Twitter, on Dazzle’s Web site or by hand. The Dazzle team then picks a
winner each week to feature. The contest has grown quite popular and is another avenue of publicity for the
store.
Lakeland resident Kathleen Manley says a friend recommended Dazzle, and she wasn’t disappointed.
“They have a great selection of unusual pieces that you wouldn’t find at a large department store. The
atmosphere is fun, the employees helpful, and for $25 I got several items that I’ll use repeatedly. Honestly, I
walked out of there saying, “I’d love to do what they’re doing someday.”
Dazzle
Address: 7730 Poplar #2, Germantown
Phone: (901) 755-8393
Web site: www.dazzleusa.com
loxner@bizjournals.com | 259-1730
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