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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular