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Selling Design : Tara Mikolay

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Selling Design : Tara Mikolay

BY INSTORE TEAM

Selling Design : Tara Mikolay

Published in the March-April2012 issue

As a retailer, as much as I love carrying designer jewelry, it’s not always easy because it often has to be “sold” to the customer. Why? What makes designer jewelry harder to sell than more traditional jewelry? My husband and I recently launched our own designer line, so I thought about these questions long and hard.

I believe that the two most important things a jewelry line needs in order to be successful are a story and the marketing materials to go along with it.

The story is crucial because it is the primary ingredient in “romancing the sale.” When my husband and I designed our line, we wanted to go back to a time when a piece of jewelry was worked on for months, when quality was never compromised and the end result was a work of art.

We were inspired by the English Renaissance and decided to design separate collections based on each of the wives of King Henry VIII, all of whom were fascinating icons with a distinct sense of style. This makes selling the line very easy as a retailer. We often have customers try on a ring and comment how it looks like an estate piece. This gives the salesperson a natural introduction into what the designer was inspired by, how the piece was designed, and why certain materials were used. All of this dialogue instills the value in the piece, leaving the customer with a full understanding of the asking price.

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Secondly, as a retailer, it’s incredibly important for brand awareness and sales longevity that each designer provide you with top-notch marketing materials. You have to build interest in the line by brand promotion using high quality images, catalogs, training materials for staff, and customer handouts. Having these items at your staff’s disposal will allow them to reach out to customers with images of items that will complement their most recent purchases.

Tara Mikolay, Owner, Desires By Mikolay and Scott Mikolay Jewelry Design (Chappaqua, NY)


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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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Selling Design : Tara Mikolay

mm

Published

on

Selling Design : Tara Mikolay

BY INSTORE TEAM

Selling Design : Tara Mikolay

Published in the March-April2012 issue

As a retailer, as much as I love carrying designer jewelry, it’s not always easy because it often has to be “sold” to the customer. Why? What makes designer jewelry harder to sell than more traditional jewelry? My husband and I recently launched our own designer line, so I thought about these questions long and hard.

I believe that the two most important things a jewelry line needs in order to be successful are a story and the marketing materials to go along with it.

The story is crucial because it is the primary ingredient in “romancing the sale.” When my husband and I designed our line, we wanted to go back to a time when a piece of jewelry was worked on for months, when quality was never compromised and the end result was a work of art.

Advertisement

We were inspired by the English Renaissance and decided to design separate collections based on each of the wives of King Henry VIII, all of whom were fascinating icons with a distinct sense of style. This makes selling the line very easy as a retailer. We often have customers try on a ring and comment how it looks like an estate piece. This gives the salesperson a natural introduction into what the designer was inspired by, how the piece was designed, and why certain materials were used. All of this dialogue instills the value in the piece, leaving the customer with a full understanding of the asking price.

Secondly, as a retailer, it’s incredibly important for brand awareness and sales longevity that each designer provide you with top-notch marketing materials. You have to build interest in the line by brand promotion using high quality images, catalogs, training materials for staff, and customer handouts. Having these items at your staff’s disposal will allow them to reach out to customers with images of items that will complement their most recent purchases.

Tara Mikolay, Owner, Desires By Mikolay and Scott Mikolay Jewelry Design (Chappaqua, NY)


{JFBCLike}

{JFBCComments} 

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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