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Price Perfect Gems

Dec 1, 2007
by Judi Perkins

Morfra Designs manufactures a full selection of designer sterling silver jewelry for women, with some designs for men, totaling over 6,000 styles and new designs added daily. The company, the brainchild of Freida and Matt Rothman, was started 8 years ago in Brooklyn, NY. The name, Morfra, was derived from a combination of the names Matt and Freida. At its inception, the goal of the company was to provide wholesalers and chain stores with exquisite, high fashion designer look-a-like jewelry at unbeatable prices. Morfra Designs has proudly met and is exceeding its expectations. "Our business has grown 10 times over since it was started, and it's continuing to grow at a rapid rate," said Freida Rothman, Sales Manager. Recently, Morfra's jewelry appeared on HSN.

The company specializes in a diverse selection of unique and original 925 silver and cubic zirconia jewelry. Morfra also incorporates a selection of semi-precious stones into its jewelry mix. The company uses vermeil, which is 14K gold applied to silver. A rhodium finish is used on some pieces to provide jewelry with a high quality platinum look that won't tarnish. Morfra's jewelry is distinct, with fine detailing and fresh designs. The company's categories include bangles, bracelets, chains, cufflinks, earrings, enhancers, necklaces, pins, rings, slides and pendants.

Under each jewelry category, customers can choose from "In Stock" or "By Special Order." The "By Special Order" are pieces that are not in stock or generally sold on a daily basis. A minimum order for a first time customer is $500. Subsequent orders can be of any amount. "When placing special orders, a customer must buy a minimum of 6 pieces," notes Rothman. The longest a customer will have to wait for an order is 6 - 8 weeks.

Although Morfra Designs has only been in business for 8 years, its award winning parent company has been in existence for over 35. Morfra's parent company is owned by Freida Rothman's father, and manufactures and sells jewelry to QVC and department stores.

Morfra's jewelry is manufactured in family owned factories located in China and Thailand. Owning these factories enables Morfra maximum design capabilities and the ability to bring their customers quality, fashionable jewelry at reasonable prices. "Our customers cannot find the high fashion jewelry designs that we sell at such low prices anywhere else," says Rothman.

Morfra Designs' website was launched only a year and a half ago. According to Rothman, "Our website is becoming a top priority for us. It is very user friendly and simple to use. New customers have no problem navigating the site and placing orders." However, Rothman explained that old and long time customers are not accustomed to doing business on the website, and they are used to placing orders over the phone. The company is putting energy into directing all customers to their website to place orders. "Currently our website is responsible for about 30% of our business. All new customers are directed to the website to place their orders," says Rothman.

The Morfra Designs website is clean and straight forward. Upon logging onto the site, customers have the option of clicking on "Our New Collections" or "Internet Specials."

A, top of the page, navigation bar has options that include "Collections," "About Us," "Upcoming Shows," "My Account," and "View Order." When perusing the various jewelry collections, customers are presented with clear photographs , pricing information and other details about the composition of the jewelry.

The "My Account" section allows customers to track their orders, modify their data and contact a store representative via email. "View Orders" allows customers to review the contents of their shopping cart.

Morfra Designs believes in servicing and catering to its customers. "We have a close connection with most of our clients. In addition we have a 7 day return policy if a customer is not happy with a product," offers Rothman. The company knows what its customers like, and has been known to create and send samples to customers at no charge.

When asked about Morfra's marketing methods, Frieda says, "The jewelry sells itself." Morfra Designs credits its success to the stylish, cutting edge designs of its jewelry and the unbeatable prices. In addition, word of mouth and the company's participation in various trade shows has been the key to its success. The company refrains from creating a catalog as a sales tool. "We don't want our competitors to have access to our designs. We don't want to be copied."

Freida concedes that she grew up in the jewelry business. In addition, many members of her staff, "have a feel for trends, what's hot and what will sell." The company looks to high fashion designers for ideas and inspiration for creating jewelry. However, the end product is always a Morfra Designs original.

For more information, contact:

Morfra Designs
Matt Rothman - Owner
Freida Rothman - Sales Manager
1365 61st Street
Brooklyn, NY 11219
Tel.: 718-686-8862

Topic: Company Profiles

Related Articles: jewelry 

Article ID: 452

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