Lia Sophia invites Internet to the partyWhile some party plan businesses see the Internet's direct marketing model as incompatible with their lifeblood - the in-home party - costume jewelry direct seller Lia Sophia has embraced the online channel wholeheartedly.
Lia Sophia, known as Lady Remington Jewelry until two years ago, has undergone much change in recent years. Under executive vice president Rick Schwartz and executive vice president of sales Peter MacBride, the brand's merchandise mix has been given more of a fashion-forward direction to appeal to a wider range of customers. Also, the company's PR efforts have intensified to where the brand regularly appears in fashion magazines and on the arms and necks of celebrities. Embracing the Internet is yet another way the company has updated its image.
"We saw the potential of the Internet and the efficiencies it could bring to the business," Mr. Schwartz said. "It provides a meaningful way to communicate with end users and our sales people."
The company has taken advantage of what the Internet has to offer without competing with the parties that its own consultants hold, he said.
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