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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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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.”

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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

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.”

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