Mavens Corner

Due to an overwhelming request by our customers, we began travelling to their homes. This outreach has led to tremendous opportunities for Vita by reaching a greater audience, face to face, through an unexpected marketing campaign. Derived from Malcolm Gladwell’s book, The Tipping Point, How Little Things Can Make a Great Change—“Mavens,” or “connectors,” is a decided and poignant name for these women who are the leaders and trendsetters of their group. Their ability to gather their friends and family on short notice inspired us. These women enjoy sharing with their inner circle and have become trusted experts, while communicating about our collection to their friends and family.

With show turnouts averaging in the hundreds, our host serves as part marketer, part trendsetter, and part expert on our line, as she can rest assured that her guest will walk away with a unique, one-of-a-kind piece of jewelry from an up-and-coming designer. As trusted experts, these women have become part of our Vita family. As we roll out new items to our collection, these mavens serve as our test group and provide feedback that we adhere to carefully. As a part of our business model, Vita New York has implemented a “give back” feature from these shows. Our host chooses a charity of her choice and Vita New York donates 10% of the net sales to the chosen charity. From Charlotte, North Carolina to Austin, Texas, Vita New York has donated over $30,000, with that figure expected to grow.