Tanya Dudukian always tells customers in an infectiously warm, welcoming way, “We love playing with your toes.” The invitation is an ice breaker for those feeling skittish about a toe ring fitting. After all, at T’s Toe Rings and Gifts, it’s all about the piggies.
Dudukian has been in the toe ring business for 18 years, and she’s a licensed manicurist, so feet are just part of life. Adorning toes in solid band, sterling silver and gold decorative rings in about 30 different styles — stacked, solitary — is a niche she has grown at her shop in Newport Beach, California.
What sets T’s Toe Rings and Gifts apart from the usual toe rings you find at fairs, markets and in souvenir displays, is the solid band that is far more comfortable than an adjustable ring, Dudukian explains. “Those can come loose and pinch you,” she says. “These are super comfortable you can leave them on year-round, wear them in your boots — I’ve had mine on for 25 years!”
A pedi approach
During the busy summer season, girls are lined up outside T’s Toe Rings and Gifts to find just the right toe ring combo and get fitted for the correct size. Dudukian’s shop is only 269 square feet, so she maximizes the space by keeping toe rings in glass cases — a sample of each style. Once a guest is sized, she and staff find the desired ring and right size from their inventory.
With seating and a pedicure stool so guests can put their feet up for sizing, the process can feel like a luxury. “We squirt the toes with antibacterial soap and water to get them slippery, then find the size that fits best,” says Dudukian, adding that a emollient is necessary to easily try on different toe ring sizes.
“We have put toe rings on customers and asked, ‘Are you going to be down at the beach for the day? See if it’s comfortable, and if not, swing back and we will exchange it for you,’” Dudukian relates. “We strive to provide the best customer service, and we guarantee our toe rings. If there’s a problem, we’ll take care of it for you.”
There rarely is. Dudukian has only had a couple of exchanges, and those were online purchases, which is only 1% or 2% of overall sales. “I was afraid to even go online because I was concerned people would buy the wrong size,” she says. “But so far, it hasn’t been a problem.”
“People like to wear the rings on all different toes, and it usually takes a day or two to get used to them, and then you never feel them again.” — Tanya Dudukian
Still, this is why Dudukian says in-person sales are ideal for this specific jewelry type.
As for materials, Dudukian’s stepfather makes gold rings to sell and also owns a T’s Toe Rings and Gifts store in Redondo Beach. For sterling silver solid toe rings, Dudukian works with a vendor in Los Angeles. When she shops markets and finds interesting toe ring designs at fairs or online, she asks her supplier if it can be made into a solid ring. (The open-back adjustable toe rings are much more commonplace.)
Ocean motifs are popular like turtles and whale tails, along with bands with a twist on the side or middle. The toe rings are stackable. ow about this: Dudukian wears multiple toe rings, including triple stacks on two of her toes and a single ring on another toe. She is so accustomed to wearing toe jewelry that it never crosses her mind. .
“I should probably change them up,” she laughs.
“We strive to provide the best customer service and we guarantee our toe rings. If there’s a problem, we’ll take care of it for you.” — Tanya Dudukian
“People like to wear the rings on all different toes, and it usually takes a day or two to get used to them, and then you never feel them again,” says Dudukian.
Affordable luxuries
Aside from toe rings, which represent about 50 percent of total sales, Dudukian also offers necklaces, bracelets, anklets, finger rings, earrings, island sandals, rope bracelets, Mexican blankets and wind chimes.
Across the board, maintaining an accessible price point is a priority. Items range from $3.95 to $50. Keeping costs in line encourages guests to buy more, Dudukian says.
“I have people come in and say, ‘You have the best prices at the beach,’” she relates.
For instance, one customer interested in the shop’s Mexican blankets saw the $12.95 price tag and said she already paid $27 for the same product at another shop up the street.
T’s Toe Rings and Gifts is profitable in spite of palatable pricing because of volume sales, says Dudukian. “It’s quantity because the prices are low enough for people to afford.”
As for trending styles, Dudukian says toe rings have long been a “thing,” and she’s also noticing customers gravitate toward the evil eye anklets she displays. “They were hot last year and they’re still going strong.”
She also moves a lot of wind chimes that she sources from a wholesaler in Huntington Beach. “And we do sell a lot of blankets,” Dudukian adds.
Appealing to the beachgoer looking for fun, accessible jewelry, a comfy blanket for sitting on the sand and something special to take home is Dudukian’s calling card. And as for toes, she holds the market on the beach. “The niche is beneficial.”
