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Big Survey

23 Ways to Drive Word-of-Mouth Marketing for Your Jewelry Business

It’s the biggest source of new customers.

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IN THE AGE of online reviews, what constitutes a referral has evolved. Similarly, Siri and Google Maps have changed the way people find a “local” store. Still, as these figures show, the importance of word of mouth remains as vitally important as ever – it is still by far the biggest source of new customers for independent jewelers, accounting for three in four new clients.

That’s almost unchanged from 2007. In a recent Brain Squad survey, we asked our readers about what they do to drive word-of-mouth and only a little over half had a WoM program in place.

Here, those jewelers tell of some of the ways they get people talking positively about their store:

DO YOU DO ANYTHING SPECIFIC TO DRIVE WORD OF MOUTH?

Yes: 54% / No: 46%

  • Simple technique: We thank our customers for their business, then ask if they get compliments on the new piece, that they give us a mention! — Laura Mease, Measetique Jewels, Shawnee, KS
  • We encourage young customers to like us on Facebook, give us a review. Older folks to take an extra business card to pass around. — Rosanne Kroen, Rosanne’s Diamonds & Gold, South Bend, IN
  • Ask. Simply ask our customers to talk about us. Works very well if you’re genuine. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • We offer gift certificates to the person that is referring and then when the new client makes a purchase they as well get $100 off of their first piece. – Alisha Moore, Toner Jewelers, Overland Park, KS
  • Tell my customer I’ll give them 10 percent off a repair or purchase if someone new mentions them. — Todd Tinder, Tinder’s Jewelry, Bowling Green, VA
  • We have a strong referral program. If you refer a friend who buys an engagement ring you get a free wedding band. If they buy something less, you get a free bracelet. — Dianna Rae High, Dianna Rae Jewelry, Lafayette, LA
  • We market like crazy online via social media, and find Instagram has helped us grow more than Facebook. I haven’t tackled SnapChat just yet, but would like to add that in to the mix. — Jen Hollywood, J Hollywood Designs, Chester Springs, PA
  • For our wholesale services to the industry, WD Wholesale, we are part of the Jewelers Helping Jewelers (Facebook group) and it has been literally viral for our business. People refer our business to other businesses every single day. — Rita Wade, Wade Designs Jewelry, Rocky Mount, NC
  • We hold monthly customer appreciation events and invite everyone. It is a great way to cultivate talk and make friends in the neighborhood. — Theresa Namie, Stephen Vincent Design, Minneapolis, MN
  • We do a lot of print advertising, which seems to get people talking. Print works! We stopped our Facebook page, even though we had over 50,000 followers. We also stopped Twitter, Pinterest, Instagram — it all seemed like a waste of time and effort! — Idar Bergseth, Idar, Victoria, BC

  • Provide absolute quality and unique items. — D. Robert Smith, Dancing Raven Stoneworks, Durango, CO
  • It’s so basic but we try to talk with people and make sure that they are happy. — Mark Clodius, Clodius & Co. Jewelers, Rockford, IL
  • Lots of personalized follow-up drives referrals. We don’t ask for them outright, but it’s a natural occurrence with great customer service and follow-up. — Mark Snyder, Snyder Jewelers, Weymouth, MA
  • We started with Podium, a company that integrates on-line reviews with our Edge POS system; we also do clienteling and send gifts to customers to hopefully drive word of mouth. — Kriss Roethlisberger, Ace of Diamonds, Mt. Pleasant, MI
  • We joined a local FaceBook page called Word of Mouth. It has been responsible for bringing folks in when they ask for a reputable jeweler for repairs, sizing etc. — Donnie Blanton, Brittany’s Fine Jewelry, Gainesville, FL
  • Bring A Friend campaigns. My preferred customers get a discount, extra if they bring a friend, and the friend gets the discount as well. I do it maybe once a year or so. Usually brings in half a dozen new customers, and a few that-day-only extra sales (friends that don’t end up coming back regularly). — Janne Etz, Contemporary Concepts, Cocoa, FL
  • Every place I go , I let the folks know what I do and where, give out tons of business cards and talk up the business. — Ira Kramer, The Diamond Exchange of Maryland, Rockville, MD
  • For nearly 50 years we have had a diamond club. The members chat about the club benefits and that drives others to join. — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
  • Often do a quick fix and ask for nothing in return but a good review and spreading the word about us etc. It’s interactive and organic and has brought us some AMAZING clients and jobs. — Ryan “Jr” Karp, Cornerstone Jewelry, Palos Park, IL
  • We always show something special to customers who visit the store. This week it’s a one-carat solitaire to everyone who visits. Most have never held one, much less owned one, although they have seen and heard about them. — J. Dennis Petimezas, Watchmaker’s Diamonds & Jewelry, Johnstown, PA
  • We do in-store giveaways randomly. — Cathy McMurray, The Hunt House, Huntsville, Ontario, Canada
  • Be involved in the community. Chamber events, volunteer work, special events in the store advertised on social media. — Kim Hatchell, Galloway & Moseley, Sumter, SC
  • We support most every philanthropical event in the area — from grade school carnivals to post proms to Tom fighting cancer, we donate to nearly everything! — Gary Youngberg, Ames Silversmithing, Ames, IA
  • I give items to every charity and civic group that asks for donations and work to be apart of the community by serving in civic organizations. This has led to being the jewelry designer of choice for Miss Tennessee USA and Miss Tennessee Teen pageants and to be asked by the mayor to serve on a committee to acquire art for the city. Great recognition. — Elliott Herzlich, Elliott’s Jewelers, Tyler, TX

Chris Burslem is Group Managing Editor at SmartWork Media.

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Big Survey

Jewelers Studied These Topics In-Depth … And Decided They Weren’t Worth It

They’d rather spend their time pursuing other things.

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ONE QUESTION WE asked in Big Survey 2019 was this: “In recent years, is there anything that you studied deeply and decided wasn’t worth pursuing?”

In-house CAD/CAM capabilities were the overwhelming winner here, as many jewelers studied it but decided that outsourcing was a better option for them.

Interestingly, e-commerce was next-most mentioned (tied with “new lines of product”). Most experts and top jewelry stores have concluded that e-commerce is a must-have for selling to today’s consumer, who likes to shop via mobile device.

  • CAD/CAM (19)
  • E-commerce (12)
  • New lines of product (12)
  • Laser welder/engraver (9)
  • Lab-grown diamonds (7)
  • Pandora (7)

Some other interesting answers included buying rough diamonds, joint ventures, hiring an IT person, cloud-based appraisals, and “cutting debt.”

Many of our readers have researched, and then decided against, doing things that may seem valuable to other jewelry stores. Here were some of the things that just didn’t work for them.

  • We have tried a few “new and exciting” lines over the past few years, only to find that they were overhyped and complete duds!
  • CAD design … too long to get proficient.
  • Researched Pandora and charm jewelry and decided against it.
  • Buying a 3D printer. Just pay for the file instead.
  • Laser welder. I have wanted one for years, but have realized that at 60-plus, I simply do not have the TIME during the day, week or year to learn this new skill to the level that I would require of myself.
  • Brand name lies and fads. Our market is just too small.
  • Several online review subscription services, those that would help to build reviews. Most are overpriced and inefficient.
  • Photography of jewelry … I have had to delegate it.
  • Manmade diamonds; I learned a lot, but my clients want “real” ones.
  • CAD/CAM in-house. I spent time and money into something that I can now outsource much more cost effectively. The more CAD/CAM business that comes online, the less expensive the services become. My time is better spent designing than going through the mechanics of computer operation.
  • Online marketing: You buy these expensive websites with the hopes of boosting your bottom line as a mom-and-pop shop. Customers may look online before they buy, but still do the touchy-feely in the store.
  • Constantly looking at new small US designer lines and knowing with our weak dollar, it won’t sell at a profit.
  • Geo-fencing … actually pursued it and found it to be a total waste of money and time.
  • But our favorite answer was this one:
  • I don’t believe anything you study isn’t worth a try.
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Big Survey

The Big Survey 2019: Big Data

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THE BIG SURVEY 2019

Big Data

Gabriel & Co. is king. Earnings for many jewelers have flat-lined. And customers — and almost as often staff — are still confounding. Those are some of the broad takeaways of the 2019 Big Survey. Dig in and enjoy our analysis of data provided by 802 North American jewelers.

Utah’s jewelers were most concerned about the impact of social media on their personal lives: 75% said it had been negative. In a possible related finding, Utah’s jewelers also checked review sites most regularly, doing it daily or every few days. Jewelers in Maine were the least likely to check what people were saying about them online.
California had the highest number of multiple-store owners: 23% had two stores and 3% had three or more.
Arizona led the way in e-ccommerce with 71% saying it contributed a moderate or substantial portion of their sales (meaning more than 10%).
Texas contributed the highest portion of big city stores to our survey (23%) among U.S. stores. (Canada actually had the most in North America at 29%.)
Wisconsin could possibly change its moniker to the Surprise State: Only 15% of its jewelers said their performance this year was in line with expectations. The rest were either doing better or worse than expected.
Jewelers in Iowa were most excited about lab-grown diamonds (63%), while jewelers in New York were most alarmed by their emergence (48%).
Canadian jewelers are most likely to be asked about a diamond’s origins (83% say it happens regularly) while in the U.S. it was California that holds that distinction (70%).
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1. How well is your business performing in 2019 compared to your expectations going into the year?

Far below expectations
2%
Below expectations
23%
In line with expectations
46%
Above expectations
24%
Way above expectations
5%

2. How many stores do you operate?

3. Where is your store located by region?

Northeast
17%
Mid Atlantic

 

5%
Midwest
31%
Southeast
21%
Southwest
9%
Mountain (Rocky Mountains)
4%
Northwest
(including Alaska)
3%
West (including Hawaii)
5%
Canada
5%
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4. Is your (main) store located:

On a downtown street
33%
In its own free-standing building

 

27%
In a strip mall
24%
In a lifestyle center
5%
Office building/Business park
5%
In a mall
3%
Home studio
2%
On the Internet
1%
Other
1%
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Big Survey

These Are the Tech Innovations That Jewelers Find Most Useful

They make a big difference for time-starved business owners.

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ONE QUESTION WE asked in The Big Survey 2019 was this: “What tech innovation or app has had the biggest positive impact on your life as a time-starved business owner?”

Here were the top 10 most valuable tech innovations to jewelers in our survey.

Unsurprisingly, mobile and remote technology captured seven of the 10 spots, as they allow business owners to accomplish tasks from wherever they may be, in speedy fashion.

Here’s what some of our readers had to say about why they chose particular technologies as most valuable.

  • Email on my phone and text messaging. While it can be too much and annoying, I sell more stuff to friends and customers via text than I ever dreamed I would. Guys don’t like to shop, and if you know their significant other, they love it if you can do it for them.
  • The smartphone. We put it off for years before we got one; now I don’t know how we can do business without it.
  • The innovations of The Edge software system in letting you know “where you are” with your business very quickly.
  • Texting and emailing customers estimates and information instead of phone calls. I can do these in the evening and not during those precious working hours.
  • Wax printing. Even though I am a very competent sculptor, there is much to be said for getting the wax printer to make things while you barbeque some dinner.
  • The ability to order/reorder from vendors online to keep best sellers in inventory.
  • Alexa. I love that I can tell her what song I am feeling like and it plays right then.
  • Bank innovations that allow me to pay online, transfer money, set up auto-pay. I used to write a lot of checks!
  • Podium. The ability to directly communicate with our customers in a non-spam way has changed a lot of the way we do business, especially custom and repairs. It is expensive, but in our minds, it has been worth it.
  • Online grocery ordering apps that let you place the order for a particular time, drive in, and have it delivered to your car. No more walking through the grocery store with a list. love it.
  • My iPhone. Everything is at my fingertips. This is especially important now that I find that as I get older, I can’t spell anymore.
  • Ipevo camera at each employee’s desk, so every inventory item has a photo. Inexpensive and high quality.
  • GoToMyPC to access my computer and server from anywhere in the world.
  • iPad Pro! It has revolutionized our custom process. I can either draw up a design from scratch, or for custom shadow bands, I take a photo of their existing piece and then draw right on the photo digitally for a great visual. I do it right in front of the clients and they are always wowed by the technology.
  • Grubhub for sure. I love getting home and having a hot meal made by someone else ready to eat.
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