LEXINGTON, Ky. (March 11, 2013) – A Texas-based jewelry company has selected Lexington as the launch market for its party-plan business because of the area’s large population of stay-at-home moms.
Essentially Charmed, of Midland, Texas, has launched an aggressive recruitment plan in Lexington that includes television advertising, classified and Craigslist ads to sign-up jewelry sales advisors across the United States. The campaign started March 4.
“Our review of U.S. Census data indicated that among two-adult households, Lexington has the highest percentage of single income earners in the U.S.,” said Patrick Pearson, vice president and general manager of BOLD Communications Group, the marketing firm behind the campaign. “This led us to the hypothesis that there are many stay-at-home moms who would like to contribute to household finances.”
Essentially Charmed specializes in handcrafted sterling silver jewelry and has established a direct sales program for its products.