I HAVE A CONFESSION — I don’t really love all of my clients. In fact, there is one in particular that I hate: Mr. Black Wedding Band. You know the guy. “I don’t know what I want, all I know is that I want it to be black. All my friends have black rings and I think they look cool.”
Okay, so you’re picking out your wedding ring based on what your bros are wearing?
It’s up to us to explain why a black ring is never the right option. To be clear, this has nothing to do with price. I’d rather sell him a 10K 5mm brushed gold band than one of our $2,000-plus bands with cobalt and 18K. It’s about a ring that lasts. There are three main ideas that you must discuss with every single guy to drive the point home.
“How Long Do You Plan On Having This Ring?”
Chances are excellent that he’s going to say something along the lines of “forever” or “years.” It is important to get him to think — and important for her to hear — that this is nothing short of a lifetime commitment. Do you really want a ring that can’t be sized? Or a ring that once you scratch through that black plating shows the silver underneath and looks like crap? I promise you that if you stop wearing this black ring because it doesn’t fit anymore, she’s going to be heartbroken.
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This Ring Is a Reflection of Her on Your Finger
For guys, the ring we propose with is a point of pride. Did we give her the cheapest option possible? Or did we go to great lengths to make sure it was something that she not only loved, but that we can be proud of? Not one guy coming into your store has dreamed of a black wedding ring the same way she’s thought of her ring. He doesn’t actually care what this ring looks like that much, but she does. It’s a reflection of her on his hand, her commitment to him. Sell gold to her because he deserves to have something nice just like she does.
Rings Are the Only Thing That Last From the Wedding Day
My wife and I just celebrated our first wedding anniversary. That night, we had a blast rewatching our wedding video. The food and flowers are gone, there’s no more music. The only tangible thing I have from that day is my wedding ring. It’s platinum, so I know I’ll have it forever. There is something about the exchanging of rings during a wedding that makes it the symbolic moment. More than “I do,” it’s when you put the ring on each other’s hands that makes it real.
Our wedding rings are not fashion statements, we don’t change them with our outfits. How many times have we all taken Dad’s old gold band after he’s gone and turned it into something incredible for the next generation? What are we doing selling these cheap black bands? A 5mm 10K gold brushed band is $600, looks killer, and lasts a lifetime. Take the time with these guys to put into perspective what their ring is really all about.
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