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GN Diamond’s Light Performance Technology Gives Jewelers an Excellent Point of Distinction Against On-Line Competition

It explains why two seemingly similar diamonds may vary in price.

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(PRESS RELEASE) GN Diamond offers Light Performance on all of their loose diamonds to help retailers explain why two seemingly similar diamonds with the same size, color, shape and clarity may vary in price by as much as 70%. Light Performance is evaluated by an independent, 3rd party company that measures the fire within a diamond. The Light Performance Technology scans and grades the diamonds to enhance the retailers’ selling power at no additional cost to the retailer.

GN Diamond notes that “Light Performance takes into account where the birthmarks are within each diamond and ranks the overall brilliance of the diamond.” A full display may be viewed on a smartphone, laptop or iPad, enabling the consumer to see a 360-degree view of a diamond and its natural birthmarks. It’s a cut way above stationary top-view images, which may not show all inclusions.

This technology facilitates the diamond presentation by reducing the need for sales people to utilize the cumbersome process of a loupe and tweezers. There is no loss in transparency during the sales process with the end consumer, thus creating a more enjoyable life experience. GN has seen a significant increase in closings from the retailers that are using this technology.

Easily integrating the Light Performance Digital Display can be a great selling tool for the retailer’s in-store sales presentation. All GN diamonds include a QR code printed on the individual diamond paper. When the retailer scans the code with a tablet or mobile device, the link to Light Performance Digital Display uploads to the device for the retailer to share. The retailer chooses which parts to present and how to present them. In addition, a link may easily be shared with the prospective customer in case they need to share with a loved one or family member to increase the in-store closing percentage, especially since it is estimated that 80% of all customers want to buy that same day.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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