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This Is the Biggest Change in How Stores Sell Jewelry

One answer captured nearly 40% of the vote.

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FOR BIG SURVEY 2017, we asked this question: “What do you think has been the biggest change in the way jewelry is sold inside a store environment in the past 10 years?”

Nearly 40 percent of readers said that the biggest change in the way jewelry is sold inside a store environment in the past 10 years is the premium that customers place on receiving an “experience.” If you were to look at photos and features from INSTORE’s “America’s Coolest Stores” over the same time frame, you would see that notion

It’s not surprising to see an increase in custom demand voted as second-biggest change, followed by an increased use of technology and more informed customers (which seem to go hand-in-hand).

Below are the full results. Look out for all the results of the 2017 Big Survey in the October edition of INSTORE.

Increased importance of creating a customer “experience”

 

38%

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More customization

 

21%

More informed consumers

 

14%

Increased use of technology like iPads

 

14%

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Increased price transparency

 

3%

More self-directed buying (play and try on)

 

3%

Side-by- side selling

 

2%

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More event-based selling (trunk shows, etc.)

 

2%

Other

 

3%


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

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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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