The Armenta Army is fighting to be a catalyst for positive change & we are excited to make a difference in the communities of our retail partners & customers. We are providing donation depository boxes in-store for customers to bring in unwanted items for us to repurpose & divert unwanted textiles. We're using our position of influence and asking customers to take action by doing one or all of the following: donate waste or discarded textiles, purchase our upcycled items, bring a friend & join our community. New, interactive events with retailers have also been an important part of Armenta's focus. We have created a platform for interactive trunk show events that serve a higher purpose than just purchasing a piece of jewelry from the event. TC: Is there anything new for Retailers such as tie-in live events?ĮA: "Yes. Your rank is recognized by pins & patches you earn within our Armenta Army community as you Make Your Mark toward positive change. Shop sustainable, choosing upcycled accessories to Style With Purpose. Join our efforts by donating unwanted clothes or textiles that we will proudly upcycle & repurpose to prevent from going into landfills. The mission is to keep fashion out of landfills, remanufacture upcycled materials to deliver sustainable products, empower women by providing employment for those in disadvantage circumstances and from the sex trade, build a community that educates consumers on the importance of social and environmental initiatives, and reward and recognize those individuals who take action towards positive change. We created a platform for circular innovation. TC: Tell us about the new "Armenta Army" and what it stands for?ĮA: Armenta Army is a major effort. This allows clients to understand the importance and significance of the selections they make when creating their own unique style and what it communicates about them. Through this program we also educate consumers on how the brain processes various colors and the meaning behind the colors. TC: We understand you have also created a 'Wheel of Life.' Tell us about it.ĮA: In evolving more meaningful personalization - we have created a LIY “Learn-It-Yourself” program that incorporates the Wheel of Life, your astrological color, and the psychology of how the brain processes color. The profile provides the recipe to know how to optimize and blend collections so that we can curate strong assortments that speak to the audience and your personal style. TC: Tell us about the new psychological and brand profile assessment?ĮA: Armenta psychological and brand profile assessment - this test (which can be given to anyone) was not only developed to improve the brand experience but also provides a psychological assessment tool which reveals a person's unique Armenta profile. Now, anyone can merchandise, even in the absence of knowing the brand or receiving any training. In addition, we have created styling guidelines that are not only very simple but difficult to unsee once you have seen it. The Centurion: Please provide some insight into your new approach to styling and merchandising and the names and meanings the new personas/lifestyles connect to each collection:Įmily Armenta: We developed an in-depth and comprehensive persona and lifestyle for each of our collections. Herewith a Q&A on the company's new initiatives with Armenta designer Emily Armenta: Armenta is one fine jewelry brand that has worked hard to focus itself on key values such as meaning, customer lifestyle and sustainability, to assist its retail partners in capturing these up and coming generations. Houston, TX-The world is changing daily and "XYZ" consumers see things very differently than the generations befoere them. Major Armenta Initiatives Focus Brand on Meaning, Lifestyle, Sustainability Novem( 0 comments)
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