Columns

Call A Diamond A ‘Rock’? Here’s Why You Should

Women seek security, and this ‘rock’ will provide it.

Published

4 years ago

May 14, 2020

Aleah Arundale Instore May 2020 Issue

IN DIAMOND SALES, we are told not to call diamonds “rocks.” I’m here to argue just the opposite!

After all, what is a rock? A rock is something stable, solid, dependable. Isn’t that what couples look for when they commit to each other?

When a man gives his love a diamond, he is saying, “I will be your rock.” He is saying that this world is big and crazy and dangerous, but I will be here for you. And how does a he promise to be her rock? By giving her a rock! This perfect analogy is missing in diamond sales. Comparing diamonds to the rocks that they are may be the best way to sell engagement rings.

When a man gives his true love a rock, he is promising stability, dependability, and most importantly, security. Men do not realize how important security is to a woman. A man does not clench his keys tighter as he walks to his car on a dark night. That’s one reason Facebook is so popular; for the “likes.” The likes help women feel secure. What can make a woman feel more secure than receiving a diamond? It’s eternal and represents his willingness to sacrifice for her. Her rock symbolizes his eternal love, a physical reminder that she carries with her always.

When selling a diamond, you can also reassure the man that he is buying a bit of security for himself as well. A man can feel secure knowing that anywhere he goes, diamonds have value. Home and stock values fluctuate, but gold and diamonds have always had tangible value the world over. They are a secure purchase lasting for generations.

Jewelers are told they need to sell emotion. We are told we are not in the jewelry business as much as we are in the “love” business. The problem is, love is overused. People “love” a cup of coffee or a pair of shoes. How can we sell true love when the word love has lost so much meaning?

On the other hand, if we sell security, we offer something very powerful that is less abundant. When showing a diamond, remind the man how meaningful this purchase is to her. Remind him that every time his woman looks at her hand (which is about a million times a day), she will feel secure. In every sense of the word, this diamond will be her rock.

Related Topics: diamond Featured sales sales tips sales training

Aleah Arundale

Aleah Arundale is a fifth-generation jeweler turned loose diamond wholesaler and the creator of the Jewelers Helping Jewelers Facebook group. Sign up for her Jewelry Sales Tips newsletter by emailing her at aleah@olympiandiamonds.com.

click to Comment(Comment)

Up Next

7 Display Ideas to Add Contrast and Make Your Jewelry Pop

Don't Miss

3 Things You Can Do Now to Limit Your Long-Term Liability

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”