Do You Or Don't You?Most Jewelers Still Not Designing Their Stores to Appeal to Younger Jewelry Buyers Published 2 years agoon May 18, 2017By INSTORE Staff Share Tweet This month’s question: Does your store have any physical features that are specifically designed to appeal to younger jewelry buyers such as millennials?Yes: 39%We have merged the design aspects of our business — bench CAD and CAM — into a front-facing interactive component of the sales process to better engage the millennial shopper. It has proven to be one of our best plans that builds a more complete connection with the shopper than just “ordering or selling” a ring. — Jonathan McCoy, McCoy Jewelers, Dubuque, IAWe have Stuller’s CounterSketch. Thought the younger group would enjoy being able to be hands-on designing their own rings. Has not been successful because a CounterSketch ring costs so much more than what we have in stock or can order. — Linda Brown, Heritage Jewelers, Shelbyville, TNWe have plaques in the store that let them know we recycle and use local artists. — Theresa Namie, Stephen Vincent Design, Minneapolis, MNIn-store wifi, lighting box to help customers take better cellphone pictures of rings, some product on tablet for viewing. — Mark Clodius, Clodius & Co. Jewelers, Rockford, ILWe have a Naledi bridal selling station that incorporates an interactive ring display (sample rings on a pulley system), an iPad that has the correlating ring information, and also a locked glass case with live product. The case is a pull-out display designed for side by side selling. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PAWe have a new diamond display that is interactive from Rakower diamonds. It’s really cool and gets a good reaction from the customer. — Chris Snowden, Snowden’s Jewelers, Wilmington, NCDesign features: remodeled in an industrial style. Customization: CAD 3D printing in the showroom. Hands-on participation in the casting process. — Dave Meadows, Art Jewelers, Woodstock, GAWe have an Ever & Ever custom design studio set up for them to design their own jewelry. Also carrying Pure Grown Diamonds. — Kent Bagnall, Kent Jewelry, Rolla, MOPhotos of my dad (who’s 82, the original store owner and bench jeweler) when he was their age, in the military. Everyone loves looking at them and learning about his life. — Jill Keith, Enchanted Jewelry, Danielson, CTChairs to relax in, picture book of our custom designs, iPads, soon to install a permanent photo booth and bulletin board for photos. — Megan Cooper, Blue Heron Jewelry Company, Poulsbo, WANo: 61%Honestly, when are we going to realize that catering to the “whims” of the snowflakes is contrary to good business? If you cater to “whims” you will fail as you will never have core principles but will constantly be a leaf in the breeze. — James Adair, Adair Jewelers, Missoula, MTThey don’t care for brick and mortar businesses; their first and only choice is the Internet, because they’re sure they can get cheaper prices but don’t know what they’re getting. — Saro Abrahamian, Town Jewelers, Chevy Chase, MDWe have a rich, old look with 100-year-old showcases, and estate goods as well as bridal. The store is bright with lots of light and if it’s not broke, don’t mess with it. We are doing over $5 million in sales, so I’m happy. — Alan Perry, Perry’s Emporium, Wilmington, NCWhen your staff averages over 60 years old, it’s difficult to attract millennials. Maybe if we offered our basements for them to stay at. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN Related Topics:Do You or Don't You?INSTORE June '17Millennialsstore design click to Comment(Comment)Up NextLess Than 1/3 of Jewelers Have Had Their Stores Mystery-ShoppedDon't MissMore Than Half of Jewelers Cooperate With Other Local Competitors Advertisement SPONSORED VIDEOWilkerson TestimonialsHaving a Moving Sale? Let Wilkerson Do the Heavy LiftingFor Jim Woodard, owner of Woodard’s Diamonds & Design in Tullahoma, Tenn., when it was time for a moving sale, there was only one company to help with the event: Wilkerson. “They brought in the right team for us,” he says, remarking about the sale’s extraordinary results, including a nearly 500% monthly sales increase compared to the previous year. “I wanted to have the best in the industry. And that’s the main reason why I contacted Wilkerson.”You may like Podcast Highlight: Craig Husar Discusses the ‘Very, Very Difficult’ Process of Building His New Store Podcast: Craig Husar Discusses His Career, and His Spectacular New Store, on ‘The Barb Wire’ How Independent Jewelers Can Build a Strong Brand in a High-Tech WorldPromoted Headlines For This Virginia Jeweler, the Future is All About CustomOvernight When It’s Time for Something New, Call WilkersonWilkerson The Jewelry Retailer’s Ultimate Marketing Guide: Part 1/5RapNet Do You Or Don't You?Yes or No: Print Advertising for the Holidays? Our Brain Squad weighs in. Published 4 weeks agoon October 14, 2019By INSTORE Staff Yes: 54%People look for jewelry at the holiday season more than other times. — Steve & Alice Wittels, Aljan Jewelers, Mahopac, NYThere are still people in our area who get the local daily paper. Demo probably 45 years and up. — Cindy Fuller, Fuller Designs, Poplar Bluff, MOWe have a clientele that encompasses all ages. Older clients still follow and advertise using traditional methods. We still have to do everything. — Jon Walp, Long Jewelers, Virginia Beach, VAWe have a weekly newspaper in our small town and we advertise every single week of the year. Ironically, our print ads are our most effective form of media. v Nicole Shannon, Keir Fine Jewelry, Whistler, BCWe receive co-op for some vendors. Seems more people are looking at print during the holidays. — Brenda Hefner, Oz’s Jewelers, Hickory, NCChristmas catalog is the only print media that works for us. — Joe Thacker, Thacker Jewelry, Lubbock, TXPeople still respond to print! Postcards, ads in popular local magazines. Some of our customer base is still not digital. — Kim Hatchell, Galloway & Moseley, Sumter, SCWe do very little in print. We focus more on direct mail, email blasts and social media. We feel that you just don’t get the bang for the buck with print today. — David Lindsay, Purdy’s Jewellery & Gems, Bobcaygeon, ONI believe that you need to utilize all levels of marketing in today’s world. Print reaches an older generation that is not as comfortable with social media. As well. I believe that with social media at times, it feels like you are bombarded with ads. — Stacey Gemici-Saunders, Gelmici Jewellers, Edson, ABI only run print ads in November and December, with the bulk in November because we are a custom shop. I cut print advertising by 70 percent this year, and our numbers are running neck-and-neck with last year. Social media brings customers to us far better than print ad ever did. — Jo Goralski, The Jewelry Mechanic, Oconomowoc, WII use it to feature a specific product (i.e., diamond stud earrings) or some other item that I may stock in anticipation of a trend for the holidays. Small ads as a reminder. — Murphy McMahon, Murphy McMahon & Co., Kalispell, MTThough it has lost its effectiveness, our older customers are almost exclusively receptive to print advertising. — Steven Wardle, Forest Beach Design, Chatham, MAEven though the Houston Chronicle only has a circulation of about 7 percent of the population, that readership is a core demo for the holiday jewelry buyer: male, educated, employed, disposable income … and it provides an immediacy that no other media replicates. — Rex Solomon, Houston Jewelry, Houston, TXNo: 46%Doesn’t work well in my area. — Laura Pool, Laura’s Jewelry Designs, St. Robert, MODiminishing results for last decade. Finally redistributed entire ad budget. Switched to social media. Still doing direct mail but no newspapers, shoppers guides, etc. — Robert Borneman, Diamond Jewelers, Centereach, NYToo much money and no guarantee to increase sales. — Tommy Thobe, The Village Gem, Perry Hall, MDI do not. I think billboards, social media and email marketing are much more cost effective, and I like the idea that you can target a specific audience. — Michael Kanoff, Michael’s Jewelers, Yardley, PANot this year; will be doing more radio. — Cathy Graves, Ellis Jewelers, Frankfort, INDigital works better for us. — Tim Sherrer, Lou’s Jewelry, Mobile, ALCirculation in the newspaper business has decreased, and those reading already have most of their jewelry wardrobe. — Laurie Cusher, Hyde Park Jeweler, Hyde Park, NYIt stopped working. — Ken A. Apland, Apland Inc., Hood River, ORI used to send direct mail. I am planning not to this year. Emails are working; why waste the dollars. — Varsenne Massoyan, Massoyan Jewelers, Old Tappan, NJWhat’s the Brain Squad?If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here. Continue Reading Do You Or Don't You?Try To Sell Wedding Bands With the Engagement Ring? Our Brain Squad Is Almost Split Slightly more jewelers say ‘don’t do it.’ Published 2 months agoon September 12, 2019By INSTORE Staff THIS MONTH’S QUESTION: Do you try to broach the wedding band sale immediately after closing the engagement ring sale?Yes: 45%We offer a credit based on the amount of the engagement ring purchased towards wedding bands. We mainly let the customers know that, and if they want to look, we do. — Rick Sanders, Sanders Jewelers, Gainesville, FLActually I mention it before we close the engagement sale: “What band will we be making to match?” — Russell Criswell, Vulcan’s Forge, Kansas City, MOWe offer a coupon for money off both their wedding bands when an engagement ring is sold. It does well for us, too. — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OHMany years ago, I read that statistically, people don’t even buy their bands from the same store as they buy their engagement ring. From that time on, I’ve always at least planted the seed and often offer an incentive to have the clients come back. After all, you’ve already done the heavy lifting. Why not finish the job? — Jon Walp, Long Jewelers, Virginia Beach, VAI like to show all the options available when the engagement ring is here and the customer is excited. Also, many guys don’t necessarily think about rings for themselves, and they start to have fun looking. It’s finally their turn! — Robin Lies, Burnells Creative Gold, Wichita, KSThey are in a happy, excited mood and still in the buying mood. — Paul Reiniger, Reiniger Jewelers, Swansea, ILWhy … to educate, to create satisfaction with our product quality/care/maintenance plans, to create additional ring sales and to create lifelong customers/friends and referrals. I always tell people that they want to consider the type of band that will be worn with the ring (integrated, contour, stacked … ), that guys tend to get a few alternative bands for fashion, and that we offer a Tough Love silicone band to each of them complimentary as we’re describing best care for fine jewelry. — Jill Keith, Enchanted Jewelry, Danielson, CTAlways looking for the add-on sale because if you don’t ask, you will not always get it. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FLIf they decide on a ring that does not have a matching wedding band, then they need to start thinking about having one made right now if they are going to consider more than one ring. I have had customers come in a week before the wedding and want a band that will have to be custom-made. We can’t usually help them at that late date. Even if they don’t purchase now, they need to be thinking about a band for the guy and the girl. — Murphy McMahon, Murphy McMahon & Co., Kalispell, MTNo: 55%I don’t ever pressure my customers to buy anything. I don’t like it and would never do such a thing to them. — Craig C. Curtis, Belfast Jewelry, Belfast, MEOnly if we are custom-making an engagement ring do we approach the band sale at that time. We have found in our area that an engagement might take a year or few, and we do not want to push the issue and lose the engagement sale. — Tim Wright, Simply Unique Jewelry Designs, Yorktown, VAThey are usually exhausted from the decision-making, if they were selecting as a couple. If he’s making the decision alone, HIS band is the last thing on his mind! The exception is for same-sex couples. We look for both together — it’s cool! — Debbie Fox, Fox Fine Jewelry, Ventura, CAStill in shock from selling the engagement ring. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, INWhy ruin the moment? If it needs to be resized or they bring it in for cleaning, then we will bring the wedding bands up. — Donald Killelea, Killelea Jewelers, Midlothian, ILToo pushy. If you’ve done a good job, the chances are high you’ll get an opportunity down the road. — Bob Goodman, Robert Goodman Jewelers, Zionsville, INWe always let the buyer know that they will receive a discount on their bands as a reward for buying the engagement from us. When we meet the bride-to-be is when we really drive that point home. The guy has forgotten every detail as soon as his feet hit the curb. We feel it’s better to let him get out of the store feeling excited about what he’s about to do and follow up with the bride-to-be a few weeks later. We have over 90 percent conversion on wedding band sales to clients who bought their engagement from us. — Mark Snyder, Snyder Jewelers, Weymouth, MAI should. I get lazy. — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WARelationships take time to form and evolve. Things should happen in gradual steps. First maybe the engagement ring, next would be a birthday or holiday gift. I should also see her a few times for a cleaning where we can talk about the wedding planning process and than bring up wedding bands, wedding gifts and something borrowed. — Christopher Sarraf, Nuha Jewelers, Plainview, NYWhat’s the Brain Squad?If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here. Continue Reading Do You Or Don't You?Discounts For Cash Payments? 6 Out of 10 Brain Squad Members Say Yes Most jewelers will offer at least a small discount for dollars. Published 4 months agoon July 13, 2019By INSTORE Staff Yes: 60%If cash, the discount can be 4 percent, but usually only offered if the customer keeps insisting on a discount. — Spencer K., Sheridan, WY3 percent. It’s what I would pay to run a credit card. — Kelly J., Sammamish, WANo matter how low I go on a sale, I always leave 2-4 percent for a credit card. If a client offers cash (or a check), I will give them 1-3 percent off, depending on the item. The credit card companies have created a truly dependent society. Everyone uses them for every purchase. Clients do not even KNOW that there is a fee to the vendor! We receive our 1099 every year from Mastercard/Visa and we could pay another employee a full salary with what we pay them just to accept cards. It’s crazy and nobody even knows! — Mark S., Weymouth, MACourtesy 10 percent if asked for. — Gordon L., Santa Fe, NMWith repeat customers, I like to offer them a discount as an incentive to keep coming back. — James S., McMinnville, TNUsually 10-15 percent, if at all. Not too often, but some customers are insistent, and it’s not usually the millennials. — Cathy M., Austin, TXIf they ask, I’ll give them up to 20 percent off of in-case items, never any discount for custom or repairs. — David P., Durham, NCDepends on how often the customer buys from me and how long I’ve had the piece. Maybe 30 percent off. I have a month-long clearance in September, which most of my customers wait for. — Laura P., St. Robert, MO2-5 percent. I’d rather give it to my customers than the credit card company. — David E., Tacoma, WAI offer my credit card discount if someone is haggling and only for dollars. A check will not do. — Paula D., Asheville, NCWhen someone negotiates in cash, I am happy to offer them the 3 percent discount for what it would cost me in credit card fees. However, I always respond to them by saying, “I look terrible in orange” (meaning going to jail in an orange jumpsuit), and we pause and chuckle a moment, and then I further explain that I will still be giving you a receipt for this purchase, on which I will need to include sales tax. Reminding them that sales tax is “collected” for our state … and I am obligated to collect it. It is NOT my money. Most of the time, they understand and are grateful for the additional 3 percent. — Rita W., Rocky Mount, NC20-30 percent. No choice. Everything is available everywhere for cheaper. — Christopher S., Plainview, NYThe discount depends when I purchased the item and at what gold market I paid. Some items will get a 30-35 percent savings. — AnonymousNo: 40%The customers who are offering cash are usually expecting big discounts for cash, and that is not our business model. It all goes in the register and on the books, so our savings are less than 2 percent, so they usually plunk down a card. — Alan L., Cape May, NJWe stick with one price for everyone … cash, charge, rich or poor, frequent flier or new customer. Our egalitarian mindset may cost us a sale every so often, but in the long run, our clients have learned that we are not desperate and that they receive the best value. “You can get money anywhere, but this one-of-a-kind piece … only here. Sorry, we don’t discount.” — Steven W., Chatham, MAIn order to offer a discount, you need to add dollars to the price up front. When you do this, where do you stop and who do you offer this to? It is kinda like a stripper: they have to put on the garments before they can remove them. I know that this comparison is crude, but think about it and determine what kind of business person you want to be. My pricing scheme is to charge all customers the same and not play favorites. I know that I lose some customers because I don’t give discounts, but I have very loyal customers that would abandon me if I were to offer discounts. If you explain that you price your product correctly to start with, most customers understand. — Ed M., Brainerd, MNNever. Our credit card merchant agreements state that it is against the contracts to offer a discount for a payment that is other than having the customer use the respective credit card. Additionally, our bank charges our company a cash handling charge and we have to fill out a lot of paperwork when people pay with cash. Bottom line: the price is what it is. — Andrea R., El Dorado Hills, CAWhat’s the Brain Squad?If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here. 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