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Selling Designs: Penny Preville

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SALES ADVICE FOR DESIGNER JEWELRY
Selling Designs: Penny Preville

CONNECT THROUGH CONVERSATION

Jewelry sales happen where client
and designer stories intersect

As a designer, I believe that selling jewelry begins and ends with a story. My passion is to design beautiful jewelry that I have put my heart and soul into creating. I create jewelry that will make a woman look and feel beautiful; jewelry that will complement her personality, her lifestyle, and her values.


as i listen
to their story, an insight
or glimpse into their lives starts
to emerge.”

But how do you determine which piece for which woman? It all depends on how her story connects with mine. For example, when I participate in a trunk show, people come from all over, sometimes from hours away, to meet me and see my collection. They always want to know my story, how I got started and what my inspiration is. In turn, I want to know their story, what brought them in to see me, where they live, where they grew up, what they enjoy doing, and what their passions are.

As I listen to their story, an insight or small glimpse into their lives starts to emerge, and we start connecting on an emotional level with each other.

From my experiences, the connection that I’ve described leads not only to a successful sale and a satisfied customer, but equally important, it leads to customer loyalty. And I’m not just describing loyalty to my brand. These experiences have taken place in my host retailers’ environments, and the positive elements that have come as a result are imprinted into each customer’s memory. So, the retailer shares the benefits of this satisfying experience when a customer returns numerous times for their jewelry needs. What I’m describing is the cultivation of a repeat customer, loyal to me, the designer, as well as the retailer that I’ve visited. Accomplishing this goal all started with me taking the time to engage in meaningful conversation.
As a jewelry salesperson, it’s your job to do the same.

 

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PENNY PREVILLE has been winning design awards and connecting with jewelry clients for more than 35 years.

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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.

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Selling Designs: Penny Preville

mm

Published

on

SALES ADVICE FOR DESIGNER JEWELRY
Selling Designs: Penny Preville

CONNECT THROUGH CONVERSATION

Jewelry sales happen where client
and designer stories intersect

As a designer, I believe that selling jewelry begins and ends with a story. My passion is to design beautiful jewelry that I have put my heart and soul into creating. I create jewelry that will make a woman look and feel beautiful; jewelry that will complement her personality, her lifestyle, and her values.


as i listen
to their story, an insight
or glimpse into their lives starts
to emerge.”

But how do you determine which piece for which woman? It all depends on how her story connects with mine. For example, when I participate in a trunk show, people come from all over, sometimes from hours away, to meet me and see my collection. They always want to know my story, how I got started and what my inspiration is. In turn, I want to know their story, what brought them in to see me, where they live, where they grew up, what they enjoy doing, and what their passions are.

As I listen to their story, an insight or small glimpse into their lives starts to emerge, and we start connecting on an emotional level with each other.

From my experiences, the connection that I’ve described leads not only to a successful sale and a satisfied customer, but equally important, it leads to customer loyalty. And I’m not just describing loyalty to my brand. These experiences have taken place in my host retailers’ environments, and the positive elements that have come as a result are imprinted into each customer’s memory. So, the retailer shares the benefits of this satisfying experience when a customer returns numerous times for their jewelry needs. What I’m describing is the cultivation of a repeat customer, loyal to me, the designer, as well as the retailer that I’ve visited. Accomplishing this goal all started with me taking the time to engage in meaningful conversation.
As a jewelry salesperson, it’s your job to do the same.

Advertisement

 

PENNY PREVILLE has been winning design awards and connecting with jewelry clients for more than 35 years.

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.

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Most Popular