‘Mix It With Gold, Call It Luxury’: Jewelers Share How They Sell Silver

SILVER HAS ALWAYS played second fiddle to gold in the fine jewelry store. But with gold prices near record highs and customers looking for alternatives, independent retailers are giving the category a second look — and a second chance. Here’s how members of our Brain Squad readers group are rethinking the way they buy, display, and talk about silver.

• “Don’t market them separately! It’s like saying this is for those who can’t afford gold! Assemble your showcases by color, by theme — story — or by mood, or what works on an emotional level, with gold, platinum, and silver together. It is a precious metal! Have some pieces featuring a combination of both — a popular choice.” — Eve J. A., Evanston, IL
• “We have always carried silver jewelry. As it gets more important to the consumer it should be displayed just like the gold inventory. Make it ‘important’ enough to buy, not a poor cousin. Many of us are going to be dealing with this issue with gold-filled and vermeil jewelry, too.” — Loann S., Stillwater, MN

“That depends on the customer type. Stress it is the ‘new up-and-coming luxury metal.’ Stress it is the ‘classic choice for dressing up or dressing down.’” — Susan M., Dunedin, FL

• “We all need to start treating silver as more of a luxury metal than as a ‘cheap substitute.’ When serious designers start doing more in silver, that will be easier to promote.” — Stacey H., Lincolnwood, IL
• “Talk about how it can be paired with yellow gold. A lot of people have been trending to yellow gold and have yellow pieces, so if they can see how it can be worn together, it’s a win!” — Angela C., Atascadero, CA
• “We try to keep our silver price point below $500 retail and have brands like Southern Gates and Andrea Candela. We separate them into their own cases and highlight the things that make them special — natural stones, historical inspirations, and so on.” — Nathan G., Russellville, AR
• “It helps when it has a brand to it — nice boxes, warranties, displays. It really helps to elevate the product and justify prices.” — Becky B., Peabody, MA

• “We typically post our new silver one-offs on Facebook and tend to sell quite a few right away!” — Gary Y., Ames, IA
• “Display more prominently. Use vendor displays with full showcase. Much more sales and marketing emphasis.” — James G., Memphis, TN
• “If we get a new line, silver or otherwise, we use our tower display to highlight a few pieces. Also put it in the window.” — Sue P., Escanaba, MI

“Keep it unusual and talk it up. Do not sell what everyone else has. Going to Tucson and finding different and unusual sterling silver pieces always worked for us.” — Tommy T., Perry Hall, MD

• “I mix my sterling in with the gold pieces by gem. These pieces are much more affordable than gold these days.” — Drue S., Albany, NY
• “We merchandise silver mixed in with gold jewelry, so that clients still feel that it is a luxury metal.” — Elizabeth S., San Diego, CA
• “We always try to carry silver that is rhodium-plated. That seems to be an important feature for the wearability of it.” — Brenda N., El Segundo, CA
• “Don’t overstock! This is a category that can grow like a bad rash and sit for a long time unnoticed because ‘it isn’t that big an investment.’ Stay with basics and best sellers. With gold so high, basic chains and earrings will be a go-to item.” — David B., Calgary, AB
• “We have recently started working with a local silver jewelry designer. She markets online but we also sell her product in store. We give her full autonomy on displays and merchandising. Buying local and supporting local tends to pull at the heartstrings of our customer base.” — Cole R., Bradenton, FL
• “The interesting thing about silver is that it was used in the Georgian time period, so we’ve been making some vintage replica jewelry with antique lab diamonds that we’ve custom cut.” — Niki N., Lyndhurst, OH
• “Keep it clean, but don’t handle it too much! Give away nice, branded silver polishing cloths with every silver purchase.” — Ellie T., Chicago, IL
• “If you think you can’t sell it, you won’t. We quote, and yes there is usually a shocked reaction — I do the same thing at my auto repair guy’s shop! — but if they want it, they pay it. Say it with confidence and a smile. Remember, if you are getting more for each sale, the number of sales isn’t as important.” — Jo G., Oconomowoc, WI
• “We’ve always sold silver really well alongside the gold. Usually a customer is a silver or gold customer — sometimes both!” — Betsy B., San Francisco, CA
• “Before silver started going up, the price point made it very difficult to validate its addition to our limited case space. However, since silver has gone up, we are putting more of it back in the cases — for men, especially — to see how the interest develops.” — Amy H., Jacksonville, FL

“The increase percentage-wise in silver prices actually shocks me more than gold. I don’t know what the deal is with silver, but it’s becoming less affordable for the young people who used to be the biggest part of my silver jewelry market.” — Janne E., Cocoa, FL

• “Silver is only around 2% of gold’s price, so in theory it should still offer an affordable alternative to gold in fashion jewelry.” — Bill E., Terre Haute, IN