Allison Zisko

Blog: Sweater Mug Sensation

Yedi's Sweater MugsYedi's Sweater Mugs

Yedi Houseware's Sweater Mugs have grabbed the consumer media spotlight. The mugs made Oprah's "Favorite Things" list in the December issue of The Oprah Magazine; the "Secret Sales" portion of New York's local ABC Eyewitness News program; and Good Morning America's "Deals and Steals" program. The mugs were also featured on a recent episode of the Today show, and earlier this week were on NBC Connecticut, during its Fabulous Hostess Gifts segment.

"We have had an unbelievable week," Bobby Djavaheri, director of sales and development, said yesterday. Within 12 hours of the "Deals and Steals" program on GMA, $150,000 worth of Sweater Mugs were sold. Yedi Houseware has been fortunate enough to appear on Oprah's "Favorite Things" list five times so far, but this latest appearance, combined with the television exposure, has been the most effective in terms of consumer response. "The power of television is shocking," Djavaheri said. "I am beyond overwhelmed."

The Sweater Mugs, which were just launched and began shipping this quarter, are made of all porcelain but feature the fine details of a cable-knit sweater. They come in red, blue, green, brown, white and taupe and are packaged for gift-giving. They are sold open stock for between $8.99 and $11.99 each, or in sets. The collection also includes tea and espresso cups, saucers, dessert plates and a 40-ounce tea pot.-Allison Zisko