Gemstone expert says fashion expertise can take price out of the discussion.

ONE OF THE BIGGEST BARRIERS you may need to overcome is the perception by your clients that you are not a source for fashion accessory advice. In my time with Saks Fifth Avenue, this was a huge advantage for us over independent jewelry retailers. When we sold jewelry, in all price points, the conversation centered on fashion — how the piece would go with a certain outfit, the client’s personal style or how it fit current fashion trends. The purchase decision rarely had anything to do with the traditional quality factors of the gemstones.

For you to become a fashionista, fashion needs to become an integral part of your conversations with clients. Read fashion magazines, go to Pantone.com for color trends, and watch red carpet events to see what celebrities are wearing. The more you share your knowledge on the subject, the more comfortable your clients will be in thinking of you as an option the next time they need to accessorize their gown for the charity ball.

Did you know turquoise is the most important color this year? Do you currently have turquoise jewelry in your store? Do you know what the other important colors are for this fall? You should, as it should impact the jewelry-buying decisions you make now. Pantone provides color trend information up to 18 months out, as well as more in-depth seasonal reports six to eight months out. The best part is, it’s all free at Pantone.com.

One exercise you can try is to cut out ads from fashion magazines and role play with your sales associates. Typically, these ads feature new or trend-driven designs, so the colors of the outfits should be similar to the clothing your clients will soon be wearing. Ask your associates to identify the jewelry in your store that best complements the outfit in the ad, then discuss why they would give that advice based on fashion trends, color trends or personal style. This will build their confidence and prepare them for those opportunities when they arise.

Another idea is to invite a stylist in from a local clothing boutique to talk with your staff about complementary colors and acceptable accessory advice. Have the stylist bring in some of their latest styles and role play with your jewelry inventory. This may also strengthen your relationship with the boutique as a mutually beneficial source of referrals. Ultimately, this will lead to a more knowledgeable and credible sales team when it comes to discussing fashion with your clients.

ADAM GRAHAM MARKETING MANAGER OF THE AMERICAN GEM TRADE ASSOCIATION (AGTA), E-MAIL HIM AT This e-mail address is being protected from spambots. You need JavaScript enabled to view it

This story is from the June 2010 edition of INDESIGN

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