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Editor's Note

Definitely Not Business as Usual in Bridal



Definitely Not Business as Usual in Bridal

AS THE BRIDAL BUSINESS EVOLVES, innovative retailers can still find success.

The bridal business isn’t what it used to be — and that may be the understatement of the year.

Online competition has made it difficult to make a profit selling diamonds. Millennial shoppers continue to confound retailers. Custom design is booming like never before. Colored gemstones are growing in popularity as additions or even alternatives to diamonds. Perhaps least of all — but not insignificant — the popularity of the princess cut continues to drop dramatically in favor of oval and cushion shapes.

Yep, the engagement and wedding ring business has a few things going on.

As always, we’re here to help. Each and every one of those topics is addressed in this issue. Check out “The Real Deal” to see how your fellow retailers handle difficult situations with online diamond competition (and we’re not done with this topic … keep your eyes peeled for more in 2018). Our lead story, a special edition of “Customer Types,” explains the motivations of a variety of today’s wedding buyers, including millennials, Gen X and LGBTQ clients. Columnist Shane Decker describes how to sell to today’s bridal customer, David Geller tells you the latest on custom design, and David Brown explores how to stay profitable in your bridal sales.


But that’s not all. In New Arrivals, contributor Becky Stone curates a selection in three of today’s top bridal trends, and in Opening Lines, she introduces five innovative new bridal jewels.

And that’s just scratching the surface — read on for more trends and tips. The bridal business may be changing, but for savvy retailers willing to change with it, it can still be very profitable.

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

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].



Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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