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Here’s What You Really Think About Lab-Grown Diamonds

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What do INSTORE readers think about the controversial topic of lab-grown diamonds?

When it comes to selling them, it’s a solid “maybe.”

In our 10th annual Big Survey, due out in the October issue, that was the most popular answer to the question “Would you consider stocking lab-grown diamonds?” Of 510 respondents, 36 percent chose the middle ground.

Fully a third said they would not consider carrying lab-grown diamonds. Meanwhile, 21 percent said they would, and 10 percent said they already do.

We also asked readers the related but more personal question “How do you feel about lab-grown diamonds?” Among 511 respondents, 41 percent chose “neutral.” The next most popular answer was “disdainful,” followed by “intrigued.”

The decision to carry lab-grown diamonds is one thing. But if you do stock them, there’s also the question of how to promote them.

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As you can see in the graphic accompanying this story, jewelers take a wide variety of approaches. Some do little more than let customers know lab-grown diamonds are an option. Others emphasize that they’re “eco-friendly,” “conflict-free” or “made in America.”


This article is an online extra for INSTORE Online.

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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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Here’s What You Really Think About Lab-Grown Diamonds

mm

Published

on

What do INSTORE readers think about the controversial topic of lab-grown diamonds?

When it comes to selling them, it’s a solid “maybe.”

In our 10th annual Big Survey, due out in the October issue, that was the most popular answer to the question “Would you consider stocking lab-grown diamonds?” Of 510 respondents, 36 percent chose the middle ground.

Fully a third said they would not consider carrying lab-grown diamonds. Meanwhile, 21 percent said they would, and 10 percent said they already do.

We also asked readers the related but more personal question “How do you feel about lab-grown diamonds?” Among 511 respondents, 41 percent chose “neutral.” The next most popular answer was “disdainful,” followed by “intrigued.”

Advertisement

The decision to carry lab-grown diamonds is one thing. But if you do stock them, there’s also the question of how to promote them.

As you can see in the graphic accompanying this story, jewelers take a wide variety of approaches. Some do little more than let customers know lab-grown diamonds are an option. Others emphasize that they’re “eco-friendly,” “conflict-free” or “made in America.”


This article is an online extra for INSTORE Online.

Advertisement

SPONSORED VIDEO

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.”

Promoted Headlines

Most Popular