Connect with us

Get Inspired

Diamond-Focused Denver Jeweler Inspired by Her Clients’ Excitement

Millennial shoppers respond to education, privacy and transparency.

mm

Published

on

Online Extra

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.

Advertisement

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

Promoted Headlines

Most Popular