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Editor's Note

Here’s Why Your Best Business Move Could Be to Add Estate Jewelry

Antique and vintage jewelry live at the intersection of nostalgia and the unusual.

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IT SEEMS THAT no matter the times we live in, nostalgia reigns supreme (after all, why else would TV execs revive “Night Court”?). At the same time, today’s jewelry consumers all want something unique and personal.

Antique and vintage jewelry intersect with these two impulses.

That’s why so many retailers have seen sales of estate jewelry surge over the last few years — and it’s also why we felt the time was right to devote a lead story to the topic. Estate jewelry is a strong category, but it takes an investment of time, money and thought to incorporate it into your product mix.

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The first step is simply to let your marketplace know that you will buy their old jewelry. Our lead story describes how various store owners have made that happen (and why they did it in the first place). None of them were sorry they did. In fact, they all seem to be over the moon with how estate jewelry performs for their businesses.

Next, you’ve got to learn what’s unique about jewelry from various eras. The good news is that it can be fun, and it will leave you with a greater understanding of jewelry’s evolution. Our story points you to resources that can help.

If you’re looking for a way to grow your business in 2023, consider antique and vintage jewelry. Your clients will pay for jewelry from “the good old days.”

Now Introducing The INSTORE Show, Coming to the Chicago Area in 2023!

Trace Shelton

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

 

Five Smart Tips You’ll Find in This Issue

  • Observe customer-associate interactions from outside your windows to assess how well your salespeople communicate. (Manager’s To-Do, p. 26)
  • When purchasing jewelry off the street, have an agreement form ready and verify the seller’s identity. (The Big Story, p. 34)
  • Incentivize your team to wrap their vehicles in your store’s logo to turn them into “mobile billboards.” (Tip Sheet, p. 50)
  • Follow up with anyone who purchased an engagement ring in 2021 or 2022 and ask them to come back for the wedding bands. (Peter Hannes, p. 59)
  • In your email marketing, avoid spammy words and phrases such as “free,” “limited time offer,” ALL CAPS and dollar signs — they may trigger filters. (Ask INSTORE, p. 63)

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SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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