By Jim McCarthy Apr 23, 2010 0 comments

Boston Ballet Comments on the Charm Bracelet

After my post the other day on Boston Ballet’s really great charm bracelet concept, Courtney Hadden of the Boston Ballet dug into the history of it a bit and dropped us a line.  Thanks, Courtney!  What follows is her comments.

“From a marketing perspective, our Charm Bracelets capture:

  • The fact that any production you see at Boston Ballet, while each is unique, is stellar and world-class. There is something to learn and gain from experiencing each of them and all of them as a series. The Charms are a way to convey and celebrate that continuity.
  • That our merchandising standards are as high as our production standards.  Each product reflects the excellence of what appears on stage.

As background:

The charm collection was Leah Harrison’s (former Merchandise Manager) first idea when she started at Boston Ballet eight years ago.  Since then, we’ve had a charm for each ballet each season. Despite having repeated several ballets over the years, we’ve always had a new charm for it each production each season.  Patrons are always excited to see what it is and add it to their bracelet.  We only sell the charms at our Boutique in the theater and we only order enough to sell during the run of the show, so demand for these charms runs pretty high.

In addition to the season line up of charms, we also offer the standard toe shoe charm and Nutcracker charm, and the bracelets as well.  All are created in high quality sterling silver by local silversmiths.  We are currently working on the line of charms for the 2010-2011 season and are researching our ability to create a “BB” charm for Boston Ballet.  Keep your eye out for these in the fall.

The Boston Ballet charm line truly is a fun, interesting, and beautiful way for balletomanes to collect meaningful Boston Ballet keepsakes and display their support. As Jim suggested, the charms are like a badges of honor or notches in a belt that long-term patrons can wear proudly.  The number, age, and rarity of the charms on one’s bracelet represent the strength and history of their relationship to Boston Ballet.  This is a tradition we plan on continuing indefinitely, so it’s never too late for new fans to start their own collection!”

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