The new president of Beekman New York drafts a plan
Keith Rosen is the newly appointed President of Beekman New York and is a firm believer in the convergence of the luxury sector and the sharing economy.
Prior to joining, Rosen was Managing Director of DeGrisogono for The Americas. Further down, he spent nearly 18 years at Piaget North America. And Rosen had a “really great experience before” in his original family-run days at Tourneau.
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Opening a location in February 2020, just before the pandemic broke out, proved a challenge for Beekman New York, but the company’s jewelry collection sets it apart from the competition, Rosen said. Optimistic about the potential of post-pandemic jewelry exchanges and recent website traffic, he said, “I see it as the start of a new brand.”
Beekman New York was founded by Christian Keesee with the help of private investors and offers fine jewelry from Bulgari, Cartier, Tiffany & Co., David Webb, Verdura and others. The company has more than 1,000 pieces in a collection that Rosen identified as Historic and Important. Some in-house stylists schedule video appointments with clients. Subscriptions are available for $ 69 per month or daily rentals are offered without membership. Prices range from $ 25 per day to $ 1,500 per day.
If members borrow a piece multiple times and then decide they want to buy the piece, they have the option to do so. Many of the pieces were curated by major auction houses such as Christie’s, Sotheby’s, and Phillips, as well as through private real estate sales. Many of the pieces aren’t available in traditional retail stores, Rosen said. “One of the nice things [about the service] is able to borrow hard-to-reach jewels, ”he said.
The recent death of Tiffany jewelry designer Elsa Peretti sparked her interest in Beekman New York’s pieces. “With the pieces we own, we find that quite often we get additional interest if there is a story about the story of one of the designers.”
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Rosen succeeds Sharon Novak, who was founding president since 2018.
His plans include collaboration within the luxury space outside of jewelry. “Sharing is a big part of the retail landscape today. You have air [carriers] and hotels. Of course, there are both great possibilities and possibilities within the space. This is a new way to offer a customer a service that may help brands and build other brands in the jewelry landscape, ”said Rosen.
As the pandemic subsides in the US and around the world, there is potential for customers to look for great experiences, Rosen said. “We’ll be on the list as one of those types of experiences. The first thing I think about is weddings. They have been postponed in the past 14 months. And the bookings for the next two years are incredible. These last inquiries we received are from the mothers of the bride and the brides. It makes perfect sense. Everyone has been through what they have individually or as a family. There is a lot of potential to make up for lost time. “
For example, according to a company spokeswoman, Rent the Runway has seen a surge in orders for April and May in the US, with people booking styles for special occasions, among other things.
When the pandemic made video conferencing a routine, Beekman New York realized that earrings were a big trend in jewelry. “This is not going anywhere. The advent of video conferencing for business and social purposes will continue for a while. So earrings make a lot of sense, ”said Rosen. “For weddings, it could also be necklaces and bracelets. We see a lot of color, of course, which is a big trend. Some of our pieces are very artistic and you can see many really amazing colors in our collection. “
In the coming months, the team will take a closer look at their website design and customer experience. Having experience dealing with the most discerning customers at the highest level of luxury, Rosen said, “You have to have this level of experience to support this. We want to make sure we offer that. Technology plays a big part in this, and technology moves fast. We need to keep up to date and it was exciting to have a number of meetings. There are so many players in the digital space these days who can improve your presentation. “
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