FEATURE/No limit to what people buy by mail

Business Wire, Sept 19, 1995

PROVIDENCE, R.I.--(BUSINESS WIRE FEATURES)--Count them. There are 23 items priced at more than $3000 in the Ross-Simons fall catalog; 40 over $2000. That's a lot of real estate, a lot of sku's for a cataloger. "If they weren't selling, they wouldn't be in there," says Darrell Ross, catalog czar of the Ross-Simons enterprise.

"Brilliant Flower Earrings, 4ctw of diamonds in 18kt gold - $3450.00 and Marquise Ruby and Diamond Bracelet, 14kt gold, 13ctw of rubies, 3.50 ctw of diamonds - $5595.00 are just two examples of the decidedly pricey merchandise currently offered.

This is not a test and this is not Tiffany's. Nor is it the Neiman-Marcus Christmas catalog where the sky's the limit. It's Ross-Simons, once upon a time a jewelry store catering to the carriage trade in Providence, now a direct mail success story.

"I figured it was worth a try when I started the catalog ten years ago," says Ross. "What was a hunch then is something the industry recognizes today: the threshold for price has gone way up. The barriers are falling to high priced, non-branded merchandise via mail."

Time was when the image of catalog retailing was Sears or Montgomery Ward. Most people still find it surprising that anyone would pay $5000 sight unseen, so to speak, for a bracelet or a ring. More and more, catalog shopping has evolved to become an even preferable way to shop, no matter what the expense. Americans have become well-conditioned to accept the medium for their desires as well as needs.

Direct marketers have found that an important way to win the wallets of the American public is through service. Legions of shoppers have expressed their discontent with surly service and bothersome attitudes at the neighborhood mall. "Today," maintains Ross, "catalogs top the stores with customer service." That gets people comfortable spending money. Marketers have worked hard to implement customer friendly procedures and services. Catalogers are one up again on stores because catalog retailing is a world market, allowing them to land a customer with a taste for $5000 bracelets, no matter where they live.

Ross-Simons made its name offering the best prices anywhere. The well-heeled set would scope a bride's registry list at the local store, then call Ross-Simons for a better price. It still strives to offer the best price whether it is a Royal Daulton place setting or an 18kt ruby and diamond studded bracelet. -0- Editor's Note: Darrell Ross is available for interviews.

CONTACT: BurtonLuch Public Relations Inc.

Jacqueline Burton, 212/673-4600