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Retailer Challenges Customers to Identify the Ideal-cut

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Over the years, I’ve heard lots of complaints from jewelers about consumers being duped into buying poor-quality diamonds by unscrupulous retailers and/or labs. Long’s Jewelers of Boston recently created an event that served as a great starting point for the type of education that prevents consumers from making these mistakes – and by the way, also promoted the particular diamond brand (Lazare) that Long’s carries.

The event, called “The Boston Diamond Challenge,” invited people to take a look at three diamonds and try to pick which one was the ideal-cut Lazare diamond. All participants were automatically entered into a drawing for prizes, which included a grand prize of a platinum and diamond engagement ring from Long’s and Lazare valued at $15,000. Other prizes included a TAG Heuer watch, scotch and steak for six at a local restaurant, a Weber grill, and a wireless speaker and headphone package.

The event ran throughout the month of September and resulted in hundreds of patrons taking part (plus many others who opted for the education but didn’t want to enter the contest, says Long’s marketing coordinator Lexi Valhouli). “The vast majority of the customers were blown away by the ASET machine and how the tool prominently illustrated the differences between cuts. Most customers had read about cut online but had never seen the differences with live diamonds or have the differences pointed out to them so clearly,” says Valhouli.

“By the end of our educational pitch, essentially all of the participants successfully identified the Lazare ideal cut vs. two other stones. There were some immediate sales, but the goal of the event was to lay the groundwork for future engagement ring sales. From that standpoint, it was a great success.”

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So if you’ve ever wanted to educate more of your marketplace on what makes a fabulous diamond fabulous, this might be a great way to get people into your store and talk to them.


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The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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Retailer Challenges Customers to Identify the Ideal-cut

Published

on

Over the years, I’ve heard lots of complaints from jewelers about consumers being duped into buying poor-quality diamonds by unscrupulous retailers and/or labs. Long’s Jewelers of Boston recently created an event that served as a great starting point for the type of education that prevents consumers from making these mistakes – and by the way, also promoted the particular diamond brand (Lazare) that Long’s carries.

The event, called “The Boston Diamond Challenge,” invited people to take a look at three diamonds and try to pick which one was the ideal-cut Lazare diamond. All participants were automatically entered into a drawing for prizes, which included a grand prize of a platinum and diamond engagement ring from Long’s and Lazare valued at $15,000. Other prizes included a TAG Heuer watch, scotch and steak for six at a local restaurant, a Weber grill, and a wireless speaker and headphone package.

The event ran throughout the month of September and resulted in hundreds of patrons taking part (plus many others who opted for the education but didn’t want to enter the contest, says Long’s marketing coordinator Lexi Valhouli). “The vast majority of the customers were blown away by the ASET machine and how the tool prominently illustrated the differences between cuts. Most customers had read about cut online but had never seen the differences with live diamonds or have the differences pointed out to them so clearly,” says Valhouli.

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“By the end of our educational pitch, essentially all of the participants successfully identified the Lazare ideal cut vs. two other stones. There were some immediate sales, but the goal of the event was to lay the groundwork for future engagement ring sales. From that standpoint, it was a great success.”

So if you’ve ever wanted to educate more of your marketplace on what makes a fabulous diamond fabulous, this might be a great way to get people into your store and talk to them.


/* * * CONFIGURATION VARIABLES: EDIT BEFORE PASTING INTO YOUR WEBPAGE * * */
var disqus_shortname = ‘instoremag’; // required: replace example with your forum shortname

/* * * DON’T EDIT BELOW THIS LINE * * */
(function() {
var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
dsq.src = ‘http://’ + disqus_shortname + ‘.disqus.com/embed.js’;
(document.getElementsByTagName(‘head’)[0] || document.getElementsByTagName(‘body’)[0]).appendChild(dsq);
})();

Advertisement

Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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