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Here are 4 Ways to Make Shopping with You Easier

When shopping is easy, people are more likely to buy.




UBER AND AMAZON ARE booming because they are incredibly easy to use. Here are four ways you can make buying simpler.


Tell People How Easy It Is to Shop with You

Use advertising and social media to tell people how easy it is to shop with you. Some examples include:

  • “Diamonds are the easiest way to say I love you.”
  • “Diamond earrings are the easiest way to be her hero.”
  •  “Jewelry is the easiest way to get out of the doghouse.”
  •  “Easiest way to keep from sleeping on the couch.”
  •  “We make gift giving easy.”

An added bonus is once you start telling others how easy it is to shop with you, you will start thinking of other ways to make shopping easier because you have made it a goal.

Make Signs


We forget how uncomfortable most people are in jewelry stores because we live in them. Signs can make customers feel more educated and therefore more comfortable. Signs that say “Staff picks,” “10 Best-Sellers,” or “All items in this case are under $500” make shopping easier for everyone. People might be curious about your warranty policy but afraid to ask. Make a sign.

Show Your Prices

Most people are intimidated when they walk into a jewelry store. They have no clue what rubies cost, and many are too shy or proud to ask. Young people crave transparency. Displaying a price makes people feel comfortable and empowered, which makes them more likely to buy.

Most jewelers who don’t show prices do this so that they can romance the product as they show it. Bad idea. When you are showing a product, the customer is not listening. As you are talking, all they are thinking is, “That’s nice, but how much is this?” Once they know the price, they start listening and you can move on to closing the sale.

Lower Risk, Close More Sales

The lower the risk, the more likely people are to act. Examine your return policy and see how you can make it easier for customers to buy from you. How much easier would it be to close sales if you could say something like, “Mrs. Johnson, you have been looking at this necklace for 20 minutes. Why don’t you buy it and take it home. If you don’t like it in a week or so, bring it back.” Your closing ratio will go way up. The bonus? Once they take it home and wear it, they will get so many compliments on it they will most likely keep it.


Instead of no returns after 14 days, how about no returns until 14 days! Many people are scared to try things, but if they are forced to have it longer, the chances they keep it go up. I knew a jewelry store where the sales associates got in trouble if they did not have enough returns! Because if they had too few returns, it meant they were not pushing sales hard enough. Let the customer take the jewelry for a test drive, and you have made buying easier for them, meaning more money for you.

Aleah Arundale is a fifth-generation jeweler turned loose diamond wholesaler and the creator of the Jewelers Helping Jewelers Facebook group. Sign up for her Jewelry Sales Tips newsletter by emailing her at [email protected].



Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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