Should Jewelers Show Prices? Here’s What Our Readers Say

Question: Do you display jewelry prices visibly in your showcases?

Yes: 42%

• Because people like to know the prices. We all get frustrated when we go into a store and we can’t find a price on something. — Kriss Roethlisberger, Ace of Diamonds, Mt. Pleasant, MI
• It’s the only industry where you have to ask. Restaurants, cars, clothing, shoes, and just about everything else does not make the customer guess. — Tom Williams, Floyd & Green, Aiken, SC
• Customers appreciate the fact. And it tells the customer that you are a straight shooter. — Klaus Kutter, A Jour Inc., Bristol, RI
• Our goal is to make our customers comfortable. Jewelry without pricing can be intimidating. WE might know that sterling ring is only $150, but we forget that the public thinks ALL jewelry is expensive. — Loann Stokes, Stokes Jewelry, Stillwater, MN
• It instantly puts people at ease, as they don’t have to feel awkward in asking, “How much?” We also price lowest to highest (left to right) in the showcase. As well as making the customer more comfortable, it makes our jobs easier as people will naturally stop in front of the price points they are comfortable in. Every little bit helps! — Sandra Locken, Sarini Fine Jewellery, Vulcan, AB
• Only on some items are the prices displayed. Diamond studs have clear prices. Certain selected non branded semi mounting trays have visible price ranges. This helps some clients decide what they wish to look at without a salesperson having to ask about their budget. It also helps the salesperson to understand the clients price range without asking. — Eric Stevens, Stevens Diamond Jewelers, West Springfield, MA
• Easier for people to shop. Then when they ask to see it, you know they can afford it! — Stephenie Bjorkman, Sami Fine Jewelry, Fountain Hills, AZ
• Visibility is key, although I find having a couple of “special” pieces in the vault to bring out of the vault makes people feel like they are important, or special. — Kelli Reinbold, Vernon Jewelers, Salina, KS
• On sterling jewelry yes. On 14K gold, only on faster moving staple items. Most pieces we do not. Takes away the opportunity to discuss the value with the customer. — T. Julian McGrath, Tipperary at Tara, Brunswick, NY
• It immediately removes a barrier for the customer and staff. — Susan Cartwright-Coates, Cartwright Jewelers, New Westminster, BC
• We display some prices, but not all. We primarily display prices for special values or impulse purchases. — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
• We have started several counters with groupings that tell a price range to help people feel comfortable asking to try on. — Linda McEathron, Design House, Waco, TX
• All items are tagged with actual prices, and we are as proud of our prices as we are of our jewelry. — Alex Weil, Martin’s Jewelry, Torrance, CA
• It helps customers shop comfortably, and when they pick something, it gives me an idea what their budget is and I can then show them nicer pieces 25 to 50 percent over that price. — Shahraz Kassam, Shamin Jewellers, Surrey, BC
• My customers want to see the prices on the pieces. And I also think the customer has more confidence in our store. — Patty Wedemeier, Elegant Jewelers, Sugar Land, TX
• Customers love it! Some sales are “closed” when the customer points through the glass and says, “I’ll take it.” Displayed prices have also resulted in a slightly lower rate of discount requests. Bridal prices are not displayed. — Debbie Fox, Fox Fine Jewelry, Ventura, CA
• It engages people to look longer, it surprises people either high or low. It breaks down resistance in our store. I do believe it depends on your area. I don’t feel you can say it is the best practice for every store. — Christine Matlack, E.G. Landis Jewelers, Boyertown, PA
• Because most people don’t like to ask. They don’t like being put on the spot if it’s more than they’re prepared to spend. — Janne Etz, Contemporary Concepts, Cocoa, FL

No: 58%

• Price labels take the focus away from the item. Unique items of jewelry are not about price. Little plastic price labels are for milk, eggs and cheese. — Steven Wardle, Forest Beach Design, Chatham, MA
• We specialize in custom design, so we want to focus on the design and the gemstones, not the price. — Dianna Rae High, Dianna Rae Jewelry, Lafayette, LA
• We need better-looking price signs to put in front of the displays than we currently have. — Georgie Gleim, Gleim The Jeweler, Palo Alto, CA
• I haven’t found a price/display configuration that is pleasing in our cases. We curate collections vs. showing designers in groupings, and I find that the price markers that are available distract from the cases and are unattractive. — Heather Wahl, R.C. Wahl Jewelers, Des Plaines, IL
• If a customer really likes something and wants a price, they will ask. Then we get to show them the item, too. — Tommy Thobe, The Village Gem, Perry Hall, MD
• It looks messy. I try to make the tags as inconspicuous as possible. Otherwise, it makes the cases look messy and distracts from the jewelry itself! — Patty Gallun Hansen, Dorothy Gallun Fine Jewelry, Cedarburg, WI
• No objection to showing prices, but with the amount of goods pulled each evening, it’s just not practical and potentially very messy. — Jon Walp, Long Jewelers, Virginia Beach, VA
• Without prices, I have a better chance of getting jewelry onto the customer. — Ira Kramer, The Diamond Exchange of Maryland, Rockville, MD
• We are in a very competitive area. We discount and would not want the customer to see the price and think it’s too high! — Frank Salinardi, Linardi’s Jewelers, Plantation, FL
• No room in the displays, plus it’s a killer to set up and break down every day and keep the prices on the right piece. — Alan Perry, Perry’s Emporium, Wilmington, NC
• I have never liked the look of seeing tags/prices. This gives us the opportunity to engage with customers and bring pieces out of the case to show and try on our customer. Not showing the prices has never been an issue for us. — Robert G. Kaylor, R. Grey Jewelry Gallery, Boise, ID
• Because it makes cases appear messy! Plus, sales associates get to know the clients! — Teddie Gause, Gause & Son Jewelers, Ocala, FL
• We have read that some clients like it, so we tried it … it really didn’t make any difference and it looks messy in the case. That said, we do have a price here and there. — Sherrie Schilling Devaney, Sherrie’s Jewelry Box, Tigard, OR