Connect with us

Retailer Challenges Customers to Identify the Ideal-cut

Published

on

Retailer Challenges Customers to Identify the Ideal-cut

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.

Retailer Challenges Customers to Identify the Ideal-cut

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.”

Advertisement

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.

Retailer Challenges Customers to Identify the Ideal-cut

/* * * 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);
})();

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

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular

Best Stores

Retailer Challenges Customers to Identify the Ideal-cut

Published

on

Retailer Challenges Customers to Identify the Ideal-cut

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.

Retailer Challenges Customers to Identify the Ideal-cut

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.

Advertisement

“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.

Retailer Challenges Customers to Identify the Ideal-cut

/* * * 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

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular