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Diamond-Focused Denver Jeweler Inspired by Her Clients’ Excitement

Millennial shoppers respond to education, privacy and transparency.

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Diamond-Focused Denver Jeweler Inspired by Her Clients’ Excitement

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TIMELESS AND TREASURED. Most of my clients come to me with their own ideas for rings, but my source of inspiration is helping refine them into something that is timeless. I try to remind people that they are buying something that they, or the person they’re buying for, is going to wear for a very long time. The rings that I have designed for our case are timeless, not too busy, and the focus is on the actual diamond.

SHOWING RESPECT. I wanted to create a transparent experience. That’s why people come to us. The secret to selling diamonds to millennials is educating them. I think they find you are respecting them when you give them that information rather than just selling them something because it’s pretty. And it’s about respecting their budget. A lot of my friends say retailers show them things that are $5,000 or $10,000 over what they said they want to spend.

ALTERNATIVE BRIDAL. I do sell salt and pepper diamonds. Not every day, most clients are coming to me for fine diamonds. Most people have been buying them through the Internet, but I bought them because people want to come in and see them. I sell them ridiculously cheap.

FOOL-PROOF PLANNING. Most guys don’t try to do it on their own. They either come in together as couples or the girls send me all the information ahead of time, I keep it in a file, and when the guy comes in, I pull out the file and he can’t mess that up. I imagine that is completely different from how it was done 15, or even 10 years ago.

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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