Connect with us

Columns

Here are 4 Ways to Make Shopping with You Easier

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

mm

Published

on

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

Advertisement

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.

Advertisement

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 aleah@olympiandiamonds.com.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Having a Moving Sale? Let Wilkerson Do the Heavy Lifting

For Jim Woodard, owner of Woodard’s Diamonds & Design in Tullahoma, Tenn., when it was time for a moving sale, there was only one company to help with the event: Wilkerson. “They brought in the right team for us,” he says, remarking about the sale’s extraordinary results, including a nearly 500% monthly sales increase compared to the previous year. “I wanted to have the best in the industry. And that’s the main reason why I contacted Wilkerson.”

Promoted Headlines

Columns

That Weird ‘Diamond in a Diamond’ Isn’t for Sale. It Will Go Here Instead …

Alrosa revealed the find in September.

mm

Published

on

RUSSIA’S ALROSA DIAMOND mining company announced Thursday that the curious “diamond in a diamond” revealed on social media in early September has been added to its collection of rare finds — and is not for sale.

In early September, Alrosa surprised its Instagram followers with a video that seemed to show a tiny rough diamond moving freely in the cavity of a larger one (pictured above). The caption read, “A diamond in a diamond? We couldn’t help but share this very special find with you.”

At the time, Alrosa wasn’t quite sure what to make of the phenomenon. Nobody at the mining company had ever seen anything like it. Five weeks later, Alrosa scientists confirmed that both the host and smaller crystal were diamonds.

They named the double-diamond “Matryoshka” because its strange configuration is reminiscent of the popular Russian nesting dolls. The specimen, which weighs only 0.62 carats, was discovered in Yakutia at Alrosa’s Nyurba mining and processing division.

Matryoshka joins Alrosa’s ever-growing collection of diamond wonders. These include crystals that resemble a soccer ball, a Valentine heart, a skull and a fish.

Interestingly, some of Alrosa’s most unusually shaped diamonds have come to light at the most opportune times.

Credits: Diamond images courtesy of Alrosa Diamonds and via Alrosa/Instagram. Soccer ball image by Pumbaa80 (Self-published work by Pumbaa80) [GFDL or CC BY-SA 3.0 ], via Wikimedia Commons.

For instance, an Alrosa discovery in July of 2018 had us wondering out loud if Mother Nature was a World Cup soccer fan. Just three days prior to the Russian national soccer team’s exciting quarterfinal match against Croatia in the 2018 FIFA World Cup™, Alrosa discovered a diamond that looks amazingly like a soccer ball.

In February of 2019, Alrosa revealed a 65.7-carat rough diamond that had an uncanny resemblance to a Valentine heart.

“Diamonds of a distinctive shape that resemble some object or symbol are extremely rare in nature,” Alrosa’s deputy CEO Evgeny Agureev said at the time. “Most rough diamonds are octahedron-shaped or do not have a particular shape at all. The appearance of a heart-shaped rough diamond, especially on the eve of Valentine’s Day, seems to be a symbolic gift of nature not only to our company, but also to all loving couples.”

Credits: Diamond images courtesy of Alrosa Diamonds and via Alrosa/Instagram.

Alrosa noted that a 24-carat, skull-shaped stone was unearthed prior to Halloween in 2018.

In August of 2019, the company posted to Instagram a photo of a rough stone resembling a fish. It had been discovered back in 2002, and was revisited to help promote the firm’s ecology efforts, which include releasing hundreds of thousands of fish into the rivers near its mining operation in Yakutia.

Continue Reading

Columns

Upping the Game: Why Dubai Watch Week is the Perfect Example of How to Run a Fair

A key factor: There’s no pressure to buy or sell.

mm

Published

on

WATCHMAKING CLASSES TAUGHT by Swiss masters. Luxury hotel rooms at the new Waldorf Astoria. Daily gourmet breakfasts. Seven limited-edition timepieces being released. Three-course lunches in a Cipriani pop-up. Thirteen education panels featuring world-renowned speakers. An international press squad representing over 45 media titles. And Jean-Claude Biver dropping knowledge and signing books. Any one of these would be enough to raise the level at most watch-related trade shows or fairs, but when you combine them and place them into a setting like Dubai, the result is almost unfathomable. Unless, of course, you lived it, which is exactly what I was privileged enough to do just over a week ago.

For the third year in a row, I was invited by the team at Ahmed Seddiqi & Sons and Dubai Watch Week to attend a horological event they were organizing. Two years ago, it was to visit the third edition of Dubai Watch Week in Dubai as a member of the press. Last year, it was an event they were holding in London in collaboration with Christie’s Auction House called “Horology Forum.” I was asked to be one of five panel moderators for that event; an honor which I never thought could be matched. That is, until this year when again I was invited by DWW to moderate the final panel, entitled “Hot Potato.” Each of my experiences has been extraordinary.

4 Dead After Jewelry-Store Robbery Leads to Police Chase and Shootout (Video)
Headlines

4 Dead After Jewelry-Store Robbery Leads to Police Chase and Shootout (Video)

Truck Slams Jewelry Store in $200,000 Burglary — Watch the Video
Headlines

Truck Slams Jewelry Store in $200,000 Burglary — Watch the Video

Video: How to Achieve a $100,000 Day in Your Jewelry Store
Headlines

Video: How to Achieve a $100,000 Day in Your Jewelry Store

The No. 1 characteristic that separates Dubai Watch Week from any other watch fair (or jewelry event, for that matter) is that there is no pressure to buy or sell. In the U.S., the closest we have to that experience is the American Gem Society Conclave, which I’ve often compared to Dubai Watch Week on an education level. But in terms of pulling in a worldwide audience that includes watch brands, retailers, collectors, journalists, scientists, speakers and skilled artisans, there is no other fair that can hold a candle to this one, and the other watch fairs know it.

In 2017, I left Dubai thinking to myself that I had just left the most organized event I’d ever attended. In my mind it was flawless, leaving very little room for improvement, and yet when I stepped onto the impeccably pristine grounds of the DIFC this year I was flabbergasted. It was not just grander from a visual standpoint, but the program itself read like perfection. Panel topics at the “Horology Forum” covered everything from how smart watches are affecting today’s watch sales, to what really happens when you’re put on a waiting list for a watch, to how women come to power in fields largely dominated by men, to how industry outsiders (like award-winning actor Aldis Hodge and quantum physicist Michael Biercuk) are finding their place in the watch community. Attendees were also treated to events held in the “Creative Hub,” where several watch brands discussed their histories and where some even released new limited-edition timepieces in conjunction with Dubai Watch Week. Watchmaking classes were taught in a separate pop-up venue, as well as classes on watch design, dial painting, engraving and more. Christie’s even had its own auction room on premises where one could attend talks on topics such as the restoration of timepieces and why vintage Patek Philippes are so sought after. And, because DWW gets it, there was a children’s program. Yes … an actual children’s program! Because let’s face it, kids will eventually determine the success of the watch industry, both as future buyers and as future artisans, so why not teach them how special watchmaking is now, right?

As the days turned into nights, the festivities didn’t slow down. There were cocktail events by Tudor, Grand Seiko, Ulysse Nardin, HYT, Bell & Ross, Roger Dubuis, Girard Perregaux and others. Oh, and if you tired of any of those, Chopard pretty much had its own nightclub set up, complete with a well-known Dubai D. J. and plenty of industry personalities.

These days, as an almost-47-year-old woman, I feel that the older I get the harder I am to impress. I’ve done a lot in my life, and I’ve seen even more, so when something comes along that is special – truly special – I sit up and take notice, and often will do my best to tell the world about it. This is exactly what Dubai Watch Week makes me want to do. Everyone from their smiling security guards, to their wonderful public relations and press teams, all the way up to Hind Seddiqi – the director general of Dubai Watch Week – went out of their way to make sure that every person in attendance was taken care of, and that everyone had an experience unlike any other. Hind and her entire team succeeded in accomplishing that, yet again, which makes me wonder how the 2021 edition could possibly get any better. Although, seeing what the DWW organizers have been capable of so far, I’m sure it will be otherworldly.

PHOTO GALLERY (6 Images)
{{gallery_holder}}
Continue Reading

Editor's Note

For Jewelry Retailers, Being With Family Often Means Being At Work

But most say they enjoy spending so much time with relatives.

Published

on

FOR MOST PEOPLE, the holiday season means spending time with family. For most independent jewelry retailers, the holiday season means spending a whole whole lot of time with family.

That’s because being in the jewelry business frequently means being in the family business, with retail stores passed on from generation to generation. Brothers, sisters, cousins, in-laws, parents and grandparents all work together on a daily basis.

The average layperson might think that these jewelry families would be at each other’s throats since they’re around each other so often. But we’ve found that most in jewelry retail say they not only work well with family members, they enjoy it.

That’s why we thought it would be fun (and instructive) to do a photo essay on jewelry retailers who work with family members. Now, the story is not exhaustive by any means! After all, since you’re reading this, there’s a decent chance that you work with at least one relative yourself. But in reading about other families who work together in a small business like your own, we hope you’ll see yourself in them — and hopefully pick up some tips to improve relations in your own store along the way.

Being part of a family isn’t always easy. But being part of a family that also works together can be especially stressful — although many of you make it look easy. We hope your family has a fabulous holiday season, and we’ll see you on the other side of the new year!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

 

Five Smart Tips You’ll Find in This Issue

1. Launch three new Pinterest pages: Last-minute gift ideas for her; Last-minute gift ideas for him; Gift ideas under $100. (Manager’s To-Do, p. 28)
2. Post photos of two best-selling jewelry pieces on Facebook each day, one when you open and the other around 3 p.m. (Manager’s To-Do, p. 28)
3. Limit the number of pieces that can be presented to a customer to between one and three pieces of jewelry or watches at a time, and post signage of this policy. (Ask INSTORE, p. 52)
4. Add one or two new descriptive words to your sales presentation, and then add more as you become comfortable with them. (Ask INSTORE, p. 54)
5. Always include some of the relevant search keywords you determined for your business in your social media posts. (Maccaroni, p. 53)

Continue Reading

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular