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Selling Design: Jean-Noel Soni

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Selling Design: Jean-Noel Soni

Selling Design: Jean-Noel Soni

Selling Designs
October 2012

BY THE INDESIGN TEAM
Published in the September-October 2012 issue

As a gem faceter, my love for gems and jewelry is a life passion. Not a day goes by that my focus isn’t on a gemstone. Yet, I notice that many jewelry designers hardly state any information about the cut stones they are using. What happened to the story about the stone? What is the general and specific history behind the gemstone? Were the people who mined it paid fairly? Who cut it? How many dealers’ hands and countries did it pass through on the way to the customer?

“Start using gemstones that can be traced back to the actual hole in the ground from which they were pulled.”

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It’s become common for jewelers and manufacturers to buy stones simply for their color, shape and size, sometimes ignoring important aspects that make that shiny rock a “jewel.” But with the emergence of ethically minded consumers, it is critical to have the answers to these questions.

For me, the best sales happen when the client is educated and leaves with a modest insight about what they just bought. Not only should you tell the customer where the gem came from and the journey it’s made, but you should also bring the client’s attention to the cutter that took a full day to facet it. Remember, the idea of adding facets to a rough stone is to bend the light that passes through the material in the most desirable way. It’s not an easy task, and the craft is way under-appreciated. More important, you can use this information to add value to the purchase.

How do you develop your story? Start using gemstones that can be traced back to the actual hole in the ground from which they were pulled … gems that have been cut by one of the many artisan faceters who love what they do. Your clients will appreciate the extra effort it took to offer them something more than a commercially cut piece of rough.

THIS MONTH’S EXPERT: Jean-Noel Soni, Director, Green Gem Foundation

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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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Selling Design: Jean-Noel Soni

mm

Published

on

Selling Design: Jean-Noel Soni

Selling Design: Jean-Noel Soni

Selling Designs
October 2012

BY THE INDESIGN TEAM
Published in the September-October 2012 issue

As a gem faceter, my love for gems and jewelry is a life passion. Not a day goes by that my focus isn’t on a gemstone. Yet, I notice that many jewelry designers hardly state any information about the cut stones they are using. What happened to the story about the stone? What is the general and specific history behind the gemstone? Were the people who mined it paid fairly? Who cut it? How many dealers’ hands and countries did it pass through on the way to the customer?

Advertisement

“Start using gemstones that can be traced back to the actual hole in the ground from which they were pulled.”

It’s become common for jewelers and manufacturers to buy stones simply for their color, shape and size, sometimes ignoring important aspects that make that shiny rock a “jewel.” But with the emergence of ethically minded consumers, it is critical to have the answers to these questions.

For me, the best sales happen when the client is educated and leaves with a modest insight about what they just bought. Not only should you tell the customer where the gem came from and the journey it’s made, but you should also bring the client’s attention to the cutter that took a full day to facet it. Remember, the idea of adding facets to a rough stone is to bend the light that passes through the material in the most desirable way. It’s not an easy task, and the craft is way under-appreciated. More important, you can use this information to add value to the purchase.

How do you develop your story? Start using gemstones that can be traced back to the actual hole in the ground from which they were pulled … gems that have been cut by one of the many artisan faceters who love what they do. Your clients will appreciate the extra effort it took to offer them something more than a commercially cut piece of rough.

THIS MONTH’S EXPERT: Jean-Noel Soni, Director, Green Gem Foundation

Advertisement

Advertisement

SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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Most Popular