THE WEBSITE OF Giganti & Giganti Fine Jewelry has a feature that many other jewelers could emulate — a large “Congratulations!” banner at the top of the homepage highlighting two recently engaged couples sporting their Giganti finery. True, Facebook can do that job well, too, but Giganti’s website leaves no doubt about where this Springfield, IL, jeweler’s focus is.
The Extra Millennial Yard
Don’t complain to Denise Oros about millennials or their constant requests for an “alternative” jewelry experience. “I love the boomers, but the millennials have my respect,” she says. The extra efforts she has made to source everything from tungsten with wood to unusual custom gemstones have paid off nicely for her store, Linnea Jewelers, in La Grange, IL. “Yelp reviews increased and Instagram posts were shared, word spread that we do specialized requests, and our bridal business has gone through the roof,” she says.
Know When To Walk Away
Conventional wisdom says walking away from the customer is a no-no. But sometimes you just have to listen to your EQ and trust the customer to make the right choice, believes Billy Metzer, who owns the The Diamondaire in Naperville, IL, with his wife Laura. “If I have steered a guy to the ring he loves, but he hasn’t committed yet and I find myself having trouble keeping my mouth shut, I will excuse myself for a few minutes” he says. “I leave them to focus on what they really want, instead of distracting them with my babbling.”
Create Custom Boxes
The creativity at Jewelry Set in Stone in Chelsea, MI, doesn’t end with the ring. Owner Stephen Kolokithas will also work with the customer to bring their proposal to the next level by crafting custom ring boxes. Past examples have included a shotgun shell for a hunting-loving couple, a golf ball ring box, a video-game-inspired box, and a wallet-sized three-dimensional box for those suspicious significant others.
Transparency? Bring It On!
The age of retail transparency with price comparisons available one click away is something many jewelers struggle with. Not Talisman Collection in El Dorado Hills, CA. It shows customers the invoices for its diamonds and the 25 percent mark-up from the wholesale price. “We beat Blue Nile,” says owner Andrea Riso.
Show and Upsell
To engage better with younger customers, Doug Mitchell, owner of UniQ Jewelry Gallery in Three Rivers, MI, recommends a layered approach to your displays, mixing in price-pointed pieces with higher-end items. “It’s all about show and (up)sell,” he says.
Invite Staff Opinion
The next time a sales rep for a wedding brand — or any jewelry line — calls about dropping in to show you their latest goods, see if the meeting can happen at a time when nearly all sales staff can attend. When you involve nearly everyone in selection, you usually ensure it will do better if you decide to purchase this line.