Park Lane Business Review

The Jewels by Park Lane company has been in existence for over 50 years. The company was founded in 1955 by Shirley and Arthur LeVin in Chicago, Illinois. Shirley was the original jewelry designer. The company is now headquartered in Schaumburg, Illinois and is headed by the couple’s two sons.

Today, they have about 15,000 sales representatives in the United States and Mexico. Seven of its eight executives are women. Park Lane’s specialty is fashionable costume jewelry. The jewelry includes materials such as Swarovski crystals, Australian crystals, freshwater pearls, mother-of-pearl, turquoise, onyx, cubic zircona, and glass beads. Park Lane does back their products with a life-time guarantee.

Jewels by Park Lane utilizes the direct sales business model to get their products to their customers and is a member of the Direct Sales Association. The company is also accredited by the Better Business Bureau. The direct sales system relies on the services of independent consultants, eliminating the need for a retail outlet for the product or services. Park Lane sells its jewelry exclusively through its consultants.

Like in any direct sales organization, Park Lane consultants are independent contractors responsible for filing their own Federal and State Income Tax forms.

Consultants may contact and sell to individuals face-to-face, one-on-one, by telephone, fax or email, but by far the most popular way (popular with both customers and the representatives I have met) is the “party plan”. This can also be one of the simplest types of business for a consultant because the host/hostess invites friends into their home or workplace to meet the consultant and purchase the products.

Chances are that at some time in your life you have attended at least one party sales presentation, whether it was for Arbonne, Silpada, Mary Kay or the like. The Park Lane representative will take a low-key approach where the products are simply made available to touch, hold, admire, try on and hopefully purchase. Representatives may carry inventory with them to parties and guests who purchase a product are welcome to wear it home provided that another party guest hasn’t already snapped it up. It has been my experience that orders are filled very quickly; in my case I received my jewelry in about a week.

Sometimes a host or hostess may simply agree to have a “book party” where they pass a catalogue around to their friends, family or co-workers who may be interested in making purchases. However, that is generally a poor substitute for bringing a party together for socializing and to introduce potential new customers to the product. In return for hosting a party, the hostess may receive discounted or free product, or other hostess specials from the representative. At the parties, the hostess rewards depend upon the number and amount of sales generated by the party as well as the number of guests who agree to host another party in the future.

Consultants earn income in two ways. First, they can earn a commission from their own retail jewelry sales. Unfortunately, the company website did not offer any specific numbers. Second, representatives have the opportunity to earn monthly commissions based on the sales and recruits of the rest of their team (their downline). Sales and recruiting can also earn a representative points towards awards such a free jewelry, free trips and car allowance bonuses.

To become a consultant, one can sign up through an existing representative (or recruiter) to become a representative. The website cites a $39.00 registration to begin the business, and that upon qualification a new representative will receive $1000 in free jewelry samples as well as training materials. The company stresses scheduling and workload flexibility.

It is our opinion that the company offers an unpretentious quality product, has a good reputation, offers training and support for their consultants and has favorable branding. The official website is attractive and user-friendly and does a nice job of introducing potential customers to the product. Park Lane is community-minded and contributes to such organizations as the Starlight Children’s Foundation.

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