1. 22 ✦ Glass & Crystal 201422 ✦ Glass & Crystal 2014
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The awards and gifts landscape is
in a constant state of flux, where
trends in the outside retail world
often trickle through to influence the
trends in our businesses. What was flying
off the shelves last year or even six months
ago may now get little attention, causing
you to question the legitimacy of year-to-
year inventory forecast (as well as pull out
your hair!).
Luckily, there are some glass and crystal
items that have been steadily growing in
popularity for the last couple years, and
awards retailers who stock them can be
certain they will always remain in demand.
PROMOTIONAL GIFTS
Glass and crystal paperweights have
always been hot items in certain markets,
and have recently become more of a com-
monplace choice for large charity organiza-
tions and corporations.
With the advancement of technology,
it has become easier to engrave mass
quantities of such items quickly, reducing
the man-hours involved in the process
and bringing down the cost. These orga-
nizations are looking for a solution to
their recognition needs that is relatively
inexpensive while also providing a luxu-
rious presentation for donors, members
or employees.
There are numerous styles of crystal
and glass promotional gifts that not only
have a profound effect by themselves, but
also add dimension to a separate project.
For example, crystal and glass ornaments
often have bevels that sparkle brilliantly,
making them perfect for promotional gifts
to commemorate an event or organization.
With a little artistic touch, these items can
be transformed into profitable add-ons.
BEYOND TRADITION
On the awards front, we have seen an
uptick in the demand for color-accented
items, taking over the traditional tower
and obelisk as the most sought-after style.
Colorful awards have gained popularity
from customers seeking to add a splash
of character to traditional clear glass and
crystal awards.
In the last few years, the awards
market has seen numerous color com-
binations, as well as colorful material
combinations dominating the scene. The
surge of art glass sculptures marked a
departure from the traditional, straight-
edged, and one-tone type plaques and
awards, and led to more eco-friendly and
recycled material items.
With the popularity of eco-friendly
products in other consumer markets these
days, it makes sense that the demand for
environmental responsibility would find
its way into the awards and recognition
The changing landscape of the glass and crystal industry
By Greg Rice
ALLIMAGESCOURTESYTHEAUTHOR
Glass and crystal paperweights have recently become a popular choice for large
charity organizations and corporations.
Colorful awards have gained popularity from customers seeking to add a splash of
character to traditional clear glass and crystal awards.
MovementModern-Age
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2. Glass & Crystal 2014 ✦ 23Glass & Crystal 2014 ✦ 23
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sector. The result is a slew of products that
use not only eco-friendly glass, but also
combinations of recycled materials, sus-
tainable wood products and more. There
is huge potential for retailers to capitalize
on these opportunities, as many com-
panies and individuals are motivated to
pay higher prices for such items. As time
goes on, these products will continue to
increase in popularity, and we will see
more suppliers offer these types of awards
with more options.
While there is a burgeoning market
for new trendy, artistic awards, the fact
remains that some of the hottest items
are the most simplistic in nature. Rectan-
gular beveled glass plaques or curved glass
plaques still fly off the shelves in higher
quantities than any other one item.
Part of the reason for this is the low cost
of the items and the ease with which they
fit into a company’s recognition budget.
These items (especially those without a
curvature) can be easily laser engraved
with any information, and the end cost is
still low enough for many C-suite execu-
tives to approve on a repeating basis
without a second glance.
For the private clients, the glass can
be used to commemorate everything from
favorite wedding photos to anniversary
dates, or even as memorial products. Items
such as these are generally low-cost and
move quickly, making them beneficial to
keep stocked, and are key components in
your arsenal for success.
SELLING IN TODAY’S WORLD
So, you have all these cool trendy prod-
ucts, but no matter how popular they are,
they won’t sell themselves. Retail success
is impossible to achieve without profit, and
that profit is ripped to shreds when cost-
centric customers take to the Internet in
search of the cheapest price.
Today’s clientele has changed. There
are more individuals who are tech-savvy,
scouring every edge of the Internet for the
best deal possible, without quality being
their number one concern. How can you
to compete?
Value. Your customers may be able to
find something cheaper on a dark corner
of the Internet, but is that the right item for
their event? Is the craftsmanship assured?
Is there something that may take their idea
to the next level? They have no clue, but
you do. The value that they gain from doing
business with a recognition expert is how
you win their business, and how you stand
behind your prices.
The best way to establish value is to
know as much information as you can
about the event. Who is the gift/award for?
What does this company/individual stand
for? What is the event about? These are
some questions that help you understand
the situation and properly suggest the
right item or personalization. Oftentimes,
a customer may walk into your store with
an idea in mind, but after speaking with a
recognition expert, find
a completely different
alternative that suits their
occasion much better.
Get creative! Think
outside the box. As cliché
as it sounds, a unique
approach to a common
scenario could be the dif-
ference between a long-
time delighted customer
and another person “just
looking.” This is the time
where your expertise
shines through, and you
have the opportunity to
impress the customers
with what you know.
Some surefire ways to
boost your clout are
by following tutorials,
reading up on new techniques, staying up
to date on the latest industry news, taking
classes, and being involved in the awards
and recognition community.
As time goes on, you will see more
suppliers offer a variety of awards
with more options.
While there is an increase in demand
for new trendy, artistic awards, the fact
remains that some of the hottest items
are the most simplistic in nature.
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3. 24 ✦ Glass & Crystal 201424 ✦ Glass & Crystal 2014
A WHOLE NEW LEVEL
Marketing your awards business in
today’s modern age takes many of the tra-
ditional methods and amplifies them to a
whole new level. Word of mouth travels
faster than ever, and you can capitalize on
this to gain exposure to a diverse group of
potential customers.
Having a social media presence is
important to keep current and potential
clients up to date on your business, what
popular products and services you have,
and gives you the opportunity to show-
case your work. If you keep an open con-
versation with your online following, your
customers will feel more inclined to tell
you what they want and need, which can
equate to more sales.
Happy customers of today love to share
their experiences with the online commu-
nity, so your job well done has the potential
to garner more attention than before. By
allowing customers to interact with your
brand online, you earn free advertising
to their networks, and the opportunity to
connect with prospective clients quicker
and easier than before. This extended
reach gives you the opportunity to educate
your audience on the value that your brand
can provide for their needs.
With all the time that people spend on
the Internet and smartphones, your web-
site must make an impression on prospec-
tive clients early on. A site that is easy to
navigate, quick loading, shows accurate
images of your products with information
about them, and is updated with your
information is vital to maximize your web
presence. Having your company informa-
tion show up in search results is a crucial
part of any retail organization in today’s
world, since one-third of smartphone users
search specifically for business contact
info (directions, hours, locations, phone
number). If your retail location and website
are not up to date or even showing up at
all online, you can’t cash in on potential
business opportunities.
There are constant factors that bring
change to our industry, both for better and
for worse. The key remains to stay focused
on the end user, who is our connection
to the rest of the world, a predictor of the
trends to come, and the determining factor
of success or failure.
Greg Rice is an Assistant
Marketing Manager at
Topmost World Inc., a
manufacturer and sup-
plier of crystal and glass
awards, trophies, and
gifts. He has been with the
company for three years,
working to gain more
exposure for the company each day. When not
championing for Topmost, he enjoys camping,
biking and home brewing. He is always happy
to speak with anyone in the industry, and
can be reached at greg@topmost.com, or
800-528-8388.
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