In the 1980s, as department stores turned to jewelry manufacturers to offer more competitive pricing, a new trend emerged within the industry. Trifari, Monet, 1928, and The Napier Co. all began to use “Gift with Purchase” marketing—a program designed to reward customers for purchasing the product. Gift products ranged from vanity items, velveteen jewel boxes, jewelry rolls, stuffed animals to jewelry.
Napier began its program in 1982 and continued through the 1990s. Prior to 1983, free item promotions were in place, but The Napier Co. had not implemented the “gift with purchase” advertising phrase in its marketing. The “Gift with Purchase” marketing became standard for the top leaders in fashion jewelry.
The single feather pendant necklace from the 1982 summer collection was one of many promotional gifts.