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Do You Or Don't You?

Here’s How Brain Squad Jewelers Are Generating Word of Mouth

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Do you do anything specific to drive word of mouth?

Yes: 54%

  • We encourage young customers to like us on Facebook, give us a review. Older folks to take an extra business card to pass around. — Rosanne Kroen, Rosanne’s Diamonds & Gold, South Bend, IN
  • Ask. Simply ask our customers to talk about us. Works very well if you’re genuine. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • We offer gift certificates to the person that is referring and then when the new client makes a purchase, they also get $100 off of their first piece. — Alisha Moore, Toner Jewelers, Overland Park, KS
  • Tell my customer I’ll give them 10 percent off a repair or purchase if someone new mentions them. — Todd Tinder, Tinder’s Jewelry, Bowling Green, VA
  • We have a strong referral program. If you refer a friend who buys an engagement ring, you get a free wedding band. If they buy something less, you get a free bracelet. — Dianna Rae High, Dianna Rae Jewelry, Lafayette, LA
  • We hold monthly customer appreciation events and invite everyone. It is a great way to cultivate talk and make friends in the neighborhood. — Theresa Namie, Stephen Vincent Design, Minneapolis, MN
  • We do a lot of print advertising, which seems to get people talking. Print works! We stopped our Facebook page, even though we had over 50,000 followers. We also stopped Twitter, Pinterest, Instagram — it all seemed like a waste of time and effort! — Idar Bergseth, Idar, Victoria, BC
  • Lots of personalized follow-up drives referrals. — Mark Snyder, Snyder Jewelers, Weymouth, MA
  • We started with Podium, a company that integrates online reviews with our Edge POS system; we also do clienteling and send gifts to customers to hopefully drive word of mouth. — Kriss Roethlisberger, Ace of Diamonds, Mt. Pleasant, MI
  • We joined a local Facebook page called Word of Mouth. It has been responsible for bringing folks in when they ask for a reputable jeweler for repairs etc. — Donnie Blanton, Brittany’s Fine Jewelry, Gainesville, FL
  • Bring A Friend campaigns. My preferred customers get a discount, extra if they bring a friend, and the friend gets the discount as well. I do it maybe once a year or so. Usually brings in half a dozen new customers, and a few that-day-only extra sales (friends that don’t end up coming back regularly). — Janne Etz, Contemporary Concepts, Cocoa, FL
  • For nearly 50 years we have had a diamond club. The members chat about the club benefits and that drives others to join. — Eileen Eichhorn, Eichhorn Jewelry, Decatur, IN
  • Often do a quick fix and ask for nothing in return but a good review and spreading the word about us etc. It’s interactive and organic and has brought us some amazing clients and jobs. — Ryan “Jr” Karp, Cornerstone Jewelry, Palos Park, IL
  • We always show something special to customers who visit the store. This week it’s a one-carat solitaire to everyone who visits. Most have never held one, much less owned one, although they have seen and heard about them. — J. Dennis Petimezas, Watchmaker’s Diamonds & Jewelry, Johnstown, PA
  • Be involved in the community. Chamber events, volunteer work, special events in the store advertised on social media. — Kim Hatchell, Galloway & Moseley, Sumter, SC
  • We support most every philanthropical event in the area — from grade school carnivals to post proms to Tom fighting cancer, we donate to nearly everything! — Gary Youngberg, Ames Silversmithing, Ames, IA

No: 46%

  • Wouldn’t know what to do to drive word of mouth other than what we already do every day. — James Sickinger, Sickinger’s Jewelry, Lowell, IN
  • We just work our hardest to please all customers big or small. If they are happy they will spread the word. — Amanda Lanteigne, Gold-n-Memories Ltd, Steinbach, MB
  • If you treat people well and do good work, they will do the bragging for you… no need to push the matter. — Jennifer Farnes, Revolution Jewelry Works, Colorado Spring, CO

This article originally appeared in the November 2017 edition of INSTORE.

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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Do You Or Don't You?

Yes or No: Print Advertising for the Holidays?

Our Brain Squad weighs in.

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Yes: 54%

  • People look for jewelry at the holiday season more than other times. — Steve & Alice Wittels, Aljan Jewelers, Mahopac, NY
  • There are still people in our area who get the local daily paper. Demo probably 45 years and up. — Cindy Fuller, Fuller Designs, Poplar Bluff, MO
  • We have a clientele that encompasses all ages. Older clients still follow and advertise using traditional methods. We still have to do everything. — Jon Walp, Long Jewelers, Virginia Beach, VA
  • We have a weekly newspaper in our small town and we advertise every single week of the year. Ironically, our print ads are our most effective form of media. v Nicole Shannon, Keir Fine Jewelry, Whistler, BC
  • We receive co-op for some vendors. Seems more people are looking at print during the holidays. — Brenda Hefner, Oz’s Jewelers, Hickory, NC
  • Christmas catalog is the only print media that works for us. — Joe Thacker, Thacker Jewelry, Lubbock, TX
  • People still respond to print! Postcards, ads in popular local magazines. Some of our customer base is still not digital. — Kim Hatchell, Galloway & Moseley, Sumter, SC
  • We do very little in print. We focus more on direct mail, email blasts and social media. We feel that you just don’t get the bang for the buck with print today. — David Lindsay, Purdy’s Jewellery & Gems, Bobcaygeon, ON
  • I believe that you need to utilize all levels of marketing in today’s world. Print reaches an older generation that is not as comfortable with social media. As well. I believe that with social media at times, it feels like you are bombarded with ads. — Stacey Gemici-Saunders, Gelmici Jewellers, Edson, AB
  • I only run print ads in November and December, with the bulk in November because we are a custom shop. I cut print advertising by 70 percent this year, and our numbers are running neck-and-neck with last year. Social media brings customers to us far better than print ad ever did. — Jo Goralski, The Jewelry Mechanic, Oconomowoc, WI
  • I use it to feature a specific product (i.e., diamond stud earrings) or some other item that I may stock in anticipation of a trend for the holidays. Small ads as a reminder. — Murphy McMahon, Murphy McMahon & Co., Kalispell, MT
  • Though it has lost its effectiveness, our older customers are almost exclusively receptive to print advertising. — Steven Wardle, Forest Beach Design, Chatham, MA
  • Even though the Houston Chronicle only has a circulation of about 7 percent of the population, that readership is a core demo for the holiday jewelry buyer: male, educated, employed, disposable income … and it provides an immediacy that no other media replicates. — Rex Solomon, Houston Jewelry, Houston, TX

No: 46%

  • Doesn’t work well in my area. — Laura Pool, Laura’s Jewelry Designs, St. Robert, MO
  • Diminishing results for last decade. Finally redistributed entire ad budget. Switched to social media. Still doing direct mail but no newspapers, shoppers guides, etc. — Robert Borneman, Diamond Jewelers, Centereach, NY
  • Too much money and no guarantee to increase sales. — Tommy Thobe, The Village Gem, Perry Hall, MD
  • I do not. I think billboards, social media and email marketing are much more cost effective, and I like the idea that you can target a specific audience. — Michael Kanoff, Michael’s Jewelers, Yardley, PA
  • Not this year; will be doing more radio. — Cathy Graves, Ellis Jewelers, Frankfort, IN
  • Digital works better for us. — Tim Sherrer, Lou’s Jewelry, Mobile, AL
  • Circulation in the newspaper business has decreased, and those reading already have most of their jewelry wardrobe. — Laurie Cusher, Hyde Park Jeweler, Hyde Park, NY
  • It stopped working. — Ken A. Apland, Apland Inc., Hood River, OR
  • I used to send direct mail. I am planning not to this year. Emails are working; why waste the dollars. — Varsenne Massoyan, Massoyan Jewelers, Old Tappan, NJ

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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Do You Or Don't You?

Try To Sell Wedding Bands With the Engagement Ring? Our Brain Squad Is Almost Split

Slightly more jewelers say ‘don’t do it.’

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THIS MONTH’S QUESTION: Do you try to broach the wedding band sale immediately after closing the engagement ring sale?

Yes: 45%

  • We offer a credit based on the amount of the engagement ring purchased towards wedding bands. We mainly let the customers know that, and if they want to look, we do. — Rick Sanders, Sanders Jewelers, Gainesville, FL
  • Actually I mention it before we close the engagement sale: “What band will we be making to match?” — Russell Criswell, Vulcan’s Forge, Kansas City, MO
  • We offer a coupon for money off both their wedding bands when an engagement ring is sold. It does well for us, too. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
  • Many years ago, I read that statistically, people don’t even buy their bands from the same store as they buy their engagement ring. From that time on, I’ve always at least planted the seed and often offer an incentive to have the clients come back. After all, you’ve already done the heavy lifting. Why not finish the job? — Jon Walp, Long Jewelers, Virginia Beach, VA
  • I like to show all the options available when the engagement ring is here and the customer is excited. Also, many guys don’t necessarily think about rings for themselves, and they start to have fun looking. It’s finally their turn! — Robin Lies, Burnells Creative Gold, Wichita, KS
  • They are in a happy, excited mood and still in the buying mood. — Paul Reiniger, Reiniger Jewelers, Swansea, IL
  • Why … to educate, to create satisfaction with our product quality/care/maintenance plans, to create additional ring sales and to create lifelong customers/friends and referrals. I always tell people that they want to consider the type of band that will be worn with the ring (integrated, contour, stacked … ), that guys tend to get a few alternative bands for fashion, and that we offer a Tough Love silicone band to each of them complimentary as we’re describing best care for fine jewelry. — Jill Keith, Enchanted Jewelry, Danielson, CT
  • Always looking for the add-on sale because if you don’t ask, you will not always get it. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL
  • If they decide on a ring that does not have a matching wedding band, then they need to start thinking about having one made right now if they are going to consider more than one ring. I have had customers come in a week before the wedding and want a band that will have to be custom-made. We can’t usually help them at that late date. Even if they don’t purchase now, they need to be thinking about a band for the guy and the girl. — Murphy McMahon, Murphy McMahon & Co., Kalispell, MT

No: 55%

  • I don’t ever pressure my customers to buy anything. I don’t like it and would never do such a thing to them. — Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • Only if we are custom-making an engagement ring do we approach the band sale at that time. We have found in our area that an engagement might take a year or few, and we do not want to push the issue and lose the engagement sale. — Tim Wright, Simply Unique Jewelry Designs, Yorktown, VA
  • They are usually exhausted from the decision-making, if they were selecting as a couple. If he’s making the decision alone, HIS band is the last thing on his mind! The exception is for same-sex couples. We look for both together — it’s cool! — Debbie Fox, Fox Fine Jewelry, Ventura, CA
  • Still in shock from selling the engagement ring. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN
  • Why ruin the moment? If it needs to be resized or they bring it in for cleaning, then we will bring the wedding bands up. — Donald Killelea, Killelea Jewelers, Midlothian, IL
  • Too pushy. If you’ve done a good job, the chances are high you’ll get an opportunity down the road. — Bob Goodman, Robert Goodman Jewelers, Zionsville, IN
  • We always let the buyer know that they will receive a discount on their bands as a reward for buying the engagement from us. When we meet the bride-to-be is when we really drive that point home. The guy has forgotten every detail as soon as his feet hit the curb. We feel it’s better to let him get out of the store feeling excited about what he’s about to do and follow up with the bride-to-be a few weeks later. We have over 90 percent conversion on wedding band sales to clients who bought their engagement from us. — Mark Snyder, Snyder Jewelers, Weymouth, MA
  • I should. I get lazy. — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA
  • Relationships take time to form and evolve. Things should happen in gradual steps. First maybe the engagement ring, next would be a birthday or holiday gift. I should also see her a few times for a cleaning where we can talk about the wedding planning process and than bring up wedding bands, wedding gifts and something borrowed. — Christopher Sarraf, Nuha Jewelers, Plainview, NY

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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Do You Or Don't You?

Discounts For Cash Payments? 6 Out of 10 Brain Squad Members Say Yes

Most jewelers will offer at least a small discount for dollars.

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Yes: 60%

  • If cash, the discount can be 4 percent, but usually only offered if the customer keeps insisting on a discount. — Spencer K., Sheridan, WY
  • 3 percent. It’s what I would pay to run a credit card. — Kelly J., Sammamish, WA
  • No matter how low I go on a sale, I always leave 2-4 percent for a credit card. If a client offers cash (or a check), I will give them 1-3 percent off, depending on the item. The credit card companies have created a truly dependent society. Everyone uses them for every purchase. Clients do not even KNOW that there is a fee to the vendor! We receive our 1099 every year from Mastercard/Visa and we could pay another employee a full salary with what we pay them just to accept cards. It’s crazy and nobody even knows! — Mark S., Weymouth, MA
  • Courtesy 10 percent if asked for. — Gordon L., Santa Fe, NM
  • With repeat customers, I like to offer them a discount as an incentive to keep coming back. — James S., McMinnville, TN
  • Usually 10-15 percent, if at all. Not too often, but some customers are insistent, and it’s not usually the millennials. — Cathy M., Austin, TX
  • If they ask, I’ll give them up to 20 percent off of in-case items, never any discount for custom or repairs. — David P., Durham, NC
  • Depends on how often the customer buys from me and how long I’ve had the piece. Maybe 30 percent off. I have a month-long clearance in September, which most of my customers wait for. — Laura P., St. Robert, MO
  • 2-5 percent. I’d rather give it to my customers than the credit card company. — David E., Tacoma, WA
  • I offer my credit card discount if someone is haggling and only for dollars. A check will not do. — Paula D., Asheville, NC
  • When someone negotiates in cash, I am happy to offer them the 3 percent discount for what it would cost me in credit card fees. However, I always respond to them by saying, “I look terrible in orange” (meaning going to jail in an orange jumpsuit), and we pause and chuckle a moment, and then I further explain that I will still be giving you a receipt for this purchase, on which I will need to include sales tax. Reminding them that sales tax is “collected” for our state … and I am obligated to collect it. It is NOT my money. Most of the time, they understand and are grateful for the additional 3 percent. — Rita W., Rocky Mount, NC
  • 20-30 percent. No choice. Everything is available everywhere for cheaper. — Christopher S., Plainview, NY
  • The discount depends when I purchased the item and at what gold market I paid. Some items will get a 30-35 percent savings. — Anonymous

No: 40%

  • The customers who are offering cash are usually expecting big discounts for cash, and that is not our business model. It all goes in the register and on the books, so our savings are less than 2 percent, so they usually plunk down a card. — Alan L., Cape May, NJ
  • We stick with one price for everyone … cash, charge, rich or poor, frequent flier or new customer. Our egalitarian mindset may cost us a sale every so often, but in the long run, our clients have learned that we are not desperate and that they receive the best value. “You can get money anywhere, but this one-of-a-kind piece … only here. Sorry, we don’t discount.” — Steven W., Chatham, MA
  • In order to offer a discount, you need to add dollars to the price up front. When you do this, where do you stop and who do you offer this to? It is kinda like a stripper: they have to put on the garments before they can remove them. I know that this comparison is crude, but think about it and determine what kind of business person you want to be. My pricing scheme is to charge all customers the same and not play favorites. I know that I lose some customers because I don’t give discounts, but I have very loyal customers that would abandon me if I were to offer discounts. If you explain that you price your product correctly to start with, most customers understand. — Ed M., Brainerd, MN
  • Never. Our credit card merchant agreements state that it is against the contracts to offer a discount for a payment that is other than having the customer use the respective credit card. Additionally, our bank charges our company a cash handling charge and we have to fill out a lot of paperwork when people pay with cash. Bottom line: the price is what it is. — Andrea R., El Dorado Hills, CA

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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