Big Survey

Here’s How Jewelers Are Driving Sales Today (Hint: Things Are Changing Rapidly)

‘Online, online and online,’ said one jeweler.

Published

5 years ago

November 12, 2018

Eileen McClelland

Here’s How Jewelers Are Driving Sales Today (Hint: Things Are Changing Rapidly)

IN THIS YEAR’S Big Survey, jewelers report increasing their digital footprint and throwing more time, money and thought into social media, especially Facebook, as well as their websites and dipping a toe at least into e-commerce. They also say they are recognizing the extreme importance of customer reviews, and contacting customers by email and text.

While even as recently as five years ago, some may have considered social media a passing fad, it seems clear that in 2018, retailers now recognize its importance and make it a priority.

Here are some comments:

“Online, online and online.”
“More internet.”
“We started putting together community events with local non-profits that have not only generated great publicity but also helped raise over $40,000 for local efforts.”
“Instituting interest free five-year financing and building the bridal line to be the largest in the county.”
“Online storefront via our website.”
“Paying close attention to what I buy.”
Financing (longer terms).

What are they doing less of? Traditional advertising, specifically traditional print advertising, and more specifically, newspapers.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”