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Customer Types: Princess Charming

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Princess Charming-type jewelry customer

This customer is easy to spot: She will come into the store well turned out, made up and usually sporting something pink or sparkly or just plain sweet. She doesn’t reach too far out of the norm, but given the choice, she will choose something with a flourish or a special light-hearted detail. She’s the customer you share a giggle with. Show her designs that are a bit traditional but with a swirl or two. Diamonds and sparkly stones will entice her because she wants to keep in touch with her inner princess. —   C I N D Y    E D E L S T E I N

This article originally appeared in the January 2015 edition of INDESIGN.


* All prices MSRP unless otherwise indicated.

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THE EARRINGS

When you dream like royalty, you gravitate toward regal designs — so watch for this customer around your most glittering cases. She will want to see diamonds in fanciful designs with swirls and curliques. She can justify any purchase as long as it fits her like a glass slipper, but just in case she comes from a smaller kingdom, you should have a few less expensive (but similar) styles to delight her.

PRODUCT DETAILS: Carousel earrings in 18K with tourmalines (2.27-carat and 2.59-carat), oval diamonds (0.62 TCW) and round diamonds (1.32 TCW) by Gumuchian.

$50,000

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gumuchian.com


THE BRACELET

The best thing about a diamond bracelet is that unlike necklaces and earrings, you can stare at it all evening long. So for Princess Charming, her bracelet needs to be more showy and flowery than a simple line. She will want to follow the light as it dances off her wrist, so go for anything more elaborate than a row or tennis bracelet. The more feminine curves, the better.

PRODUCT DETAILS: 18K white gold pavé Garden Gate bracelet with white diamonds (5.20 TCW) by Paul Morelli.

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$35,000

paulmorelli.com


THE PENDANT

Simple stone pendants can be worn easily by many customer types, but Princess Charming will love the sparkle of the diamonds as well as the intense pink color of the center stone. Show her any light, brightly colored stones in simple settings and see if her eyes light up.

PRODUCT DETAILS: Pendant handcrafted with a 1.64-carat round pink sapphire center stone accented with pink sapphires (0.20 TCW) and brilliant diamond rounds (0.19 TCW) set in platinum and 18K rose gold by Omi Privé.

$35,000

omiprive.com


THE RING

While crowns are very literal to this customer type, she will definitely moon over them. Wearing two together makes it an even more interesting design.

PRODUCT DETAILS: 18K yellow gold Princess Crown ring accented with diamonds (0.62 TCW) by Erica Courtney

$5,400

ericacourtney.com


Cindy Edelstein owns Jeweler’s Resource Bureau, a niche marketing firm that offers the industry solutions for helping designers and retailers connect and profit together. Visit jewelrydesignerfinder.com to sign up for her trend newsletter and follow her on Twitter at @JewelryBizGuru.

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SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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Customer Types

Customer Types: Princess Charming

mm

Published

on

Princess Charming-type jewelry customer

This customer is easy to spot: She will come into the store well turned out, made up and usually sporting something pink or sparkly or just plain sweet. She doesn’t reach too far out of the norm, but given the choice, she will choose something with a flourish or a special light-hearted detail. She’s the customer you share a giggle with. Show her designs that are a bit traditional but with a swirl or two. Diamonds and sparkly stones will entice her because she wants to keep in touch with her inner princess. —   C I N D Y    E D E L S T E I N

This article originally appeared in the January 2015 edition of INDESIGN.

Advertisement

* All prices MSRP unless otherwise indicated.

THE EARRINGS

When you dream like royalty, you gravitate toward regal designs — so watch for this customer around your most glittering cases. She will want to see diamonds in fanciful designs with swirls and curliques. She can justify any purchase as long as it fits her like a glass slipper, but just in case she comes from a smaller kingdom, you should have a few less expensive (but similar) styles to delight her.

PRODUCT DETAILS: Carousel earrings in 18K with tourmalines (2.27-carat and 2.59-carat), oval diamonds (0.62 TCW) and round diamonds (1.32 TCW) by Gumuchian.

Advertisement

$50,000

gumuchian.com


THE BRACELET

The best thing about a diamond bracelet is that unlike necklaces and earrings, you can stare at it all evening long. So for Princess Charming, her bracelet needs to be more showy and flowery than a simple line. She will want to follow the light as it dances off her wrist, so go for anything more elaborate than a row or tennis bracelet. The more feminine curves, the better.

PRODUCT DETAILS: 18K white gold pavé Garden Gate bracelet with white diamonds (5.20 TCW) by Paul Morelli.

Advertisement

$35,000

paulmorelli.com


THE PENDANT

Simple stone pendants can be worn easily by many customer types, but Princess Charming will love the sparkle of the diamonds as well as the intense pink color of the center stone. Show her any light, brightly colored stones in simple settings and see if her eyes light up.

PRODUCT DETAILS: Pendant handcrafted with a 1.64-carat round pink sapphire center stone accented with pink sapphires (0.20 TCW) and brilliant diamond rounds (0.19 TCW) set in platinum and 18K rose gold by Omi Privé.

$35,000

omiprive.com


THE RING

While crowns are very literal to this customer type, she will definitely moon over them. Wearing two together makes it an even more interesting design.

PRODUCT DETAILS: 18K yellow gold Princess Crown ring accented with diamonds (0.62 TCW) by Erica Courtney

$5,400

ericacourtney.com


Cindy Edelstein owns Jeweler’s Resource Bureau, a niche marketing firm that offers the industry solutions for helping designers and retailers connect and profit together. Visit jewelrydesignerfinder.com to sign up for her trend newsletter and follow her on Twitter at @JewelryBizGuru.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines

Most Popular