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The Big Survey 2018: Operations

Recent renovations separate thrivers from strugglers.

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Social media is overwhelmingly delivering the most return on investment to retailers. Owners also reported cutting in-store costs and relying more on systems.

 

59. Which medium gets the largest portion of your ad budget, and which delivers the most return?

COMMENT: The results indicated a mismatch: Jewelers continue to spend heavily in radio, print and television and yet report their best returns from Facebook and direct mail. That’s not to say their traditional ad campaigns aren’t effective, but that in the current environment social media is outperforming in terms of bang for buck.

 

60. How long has it been since you last remodeled your store?

COMMENT: A recent renovation was a clear point of distinction between the Thrivers and Strugglers: 39% of the stores doing well had carried out work on their store in the last two years compared to just 24% for the struggling jewelers. Ruth Mellergaard of design firm GRID/3 says even a simple update can reap benefits, citing one client who wanted a visual refresh. “What we suggested led to increased space at the front of his store, which he used for events and better window display.”

 

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61. If someone in your area makes a generic search in Google for “jewelry repair,” does your store appear on the first page?

Comment: That first page landing helps!

62. Check the features your store has:

Sofa/sitting area
Overall
52%
Thrivers
58%
Strugglers
40%
 
TVs used for promotional
Overall
49%
Thrivers
55%
Strugglers
41%
 
Viewing window into the shop
Overall
42%
Thrivers
47%
Strugglers
41%
 
Customer bathroom
Overall
42%
Thrivers
42%
Strugglers
37%
 
Satellite radio
Overall
40%
Thrivers
44%
Strugglers
29%
 
Bar/beverage area
Overall
32%
Thrivers
38%
Strugglers
23%
 
Chandeliers
Overall
31%
Thrivers
33%
Strugglers
34%
 
VIP diamond area/room
Overall
29%
Thrivers
27%
Strugglers
27%
 
Store pet
Overall
24%
Thrivers
26%
Strugglers
27%
 
Kids’ room
Overall 8%
Thrivers 9%
Strugglers 6%
 

COMMENT: Get yourself a sofa and a bar, turn on the satellite radio and wait for the good times to roll. That’s not a promise, but thriving jewelers do seem more likely to have these features.

 

63. What have you found is the best way to drive word-of-mouth marketing?

Provide remarkable service and products
58%
Ask customers to recommend friends
13%
Community involvement
12%
Share customer reviews/testimonials
7%
Reward customers who refer a friend with discounts or gift cards
4%
Stage remarkable events that get people talking
3%
Share buttons on social media/Selfie walls
2%
Seek out local influencers such as journalists and prominent social figures
1%
Other (please specify)
1%

 

Which of the following forms of online marketing has received the largest portion of your budget in the past year?

Paid boosts on Facebook
41%
Other social media marketing
10%
Paid search (PPC, Google Ads, etc)
12%
Search Engine Optimization (including any paid-for content marketing such as blog services)
13%
Email marketing
8%
Re-targeting
3%
Banners
1%
Affiliate marketing
0.2%
None
15%

 

What was the last tweak you made to the way you run your business?

  • Changed our opening time from 9:30 a.m. to 10 a.m.
  • Provided unlimited Klondike bars in the freezer.
  • Contracts with customers for custom, engraving, and other special orders.
  • We make our own glass cleaner (it all adds up).
  • Bought amazing chemical cloths for dusting and glass cleaning thus avoiding expensive paper towels.
  • Repricing higher the lower price points. Adding lab-grown diamonds.
  • Coming up with an employee handbook and protocol book.
  • Sticking to quarterly KPI’s for all employees.
  • Fully implementing Geller book into POS.
  • Turning more and more over to my young sons … and letting them mess up and learn. It’s costing me money but it’s cheaper in the long run.
  • Got rid of the coffee pot for clients.
  • Eliminated overtime.
  • More vendor in-store events.
  • We put our jeweler in our shop — he had been offsite before.
  • Increase sales commission.
  • Working on Shopify account and Pinterest.
  • Name change.
  • Incorporated profit-sharing instead of commission.
  • Asking for money upfront on repairs.
  • Less hands on. More evaluation of sales data.
  • Texting to clients.
  • Adding memo with the top vendors.
  • Opening 7 days a week during peak season.
  • New in-case displays made ourselves from “reconsidered goods.”

Over the years, INSTORE has won 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Big Survey

Big Survey: Let’s Learn a Little More About You, the Jeweler

You’re working harder these days, and you’ve got some crazy stories to tell.

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You’ve barely aged at all in the last few years, although you are now more likely to be seen wearing high heels and a skirt. You also still work long hours (probably too long) and you’re often the life of the party, thanks partly to your oddball customers.

 

39. What is your gender?

COMMENT: The number of women owners or managers has been steadily rising since we started doing these surveys more than a decade ago. The first time we specifically asked about gender, in 2009, the split was 65/35. For the record, 43% of the thriving jewelers were women, suggesting they are outperforming their male counterparts. That said, it should be noted that male-owned stores overall tend to be older and thus the owners are often comparing those last two years against a historical record that goes back decades.

 

40. A question just for the men: Check the types of jewelry you regularly wear:

Wedding band
80%
Watch
79%
Second ring
43%
Bracelet
39%
Chain
34%
Pendant
17%
Crucifix
10%
Earring
8%
Third ring
6%
Bangle
3%
Other
5%

NOTE: Among the other jewelry cited: cufflinks, tie tacks, tie chains, medical pendants, Star of David pendant, eyeglass chains, and a 3-carat solitaire diamond wedding ring.

 

41. How many hours do you typically work a week?

Less than 30
Overall
3%
Thrivers
3%
Strugglers
15%
 
30-39
Overall 15%
Thrivers 15%
Strugglers 22%
 
40-45
Overall 22%
Thrivers 25%
Strugglers 12%
 
46-50
Overall 23%
Thrivers 20%
Strugglers 22%
 
51-60
Overall
22%
Thrivers
24%
Strugglers
22%
 
61-70
Overall 9%
Thrivers 8%
Strugglers 12%
 
More than 70
Overall 13%
Thrivers 14%
Strugglers 14%
 

COMMENT: Perhaps not surprisingly there was no direct correlation between hours worked and performance. While the strugglers tended to be over-represented at the lower end of the band, they were also among the jewelers putting in the longest hours (16% of the strugglers were working more than 60 hours a week compared to 12% for the thrivers). Overall, just about everyone was working hard: 58% of the survey respondents reported working more than 45 hours a week.

 

42. How old are you?


COMMENT: We’re guessing most of you think the ’70s was the best period for music. 1960 was the most popular birth year for jewelry store owners, followed closely by 1961 and 1965.

 

43. Entrepreneur’s psychology test: On a scale of 1-5, rate yourself (5 would mean you have a lot of this quality or trait):

Comment: In every field except one, the thrivers rated themselves more highly than the strugglers. That one exception? IQ.

 

44. Skills test: On a scale of 1-5, rate yourself (5 would indicate the highest skill level):

Comment: It’s marginal but interesting: Thrivers claim to be better at sales and numbers, and strugglers to be better jewelers.

 

45. When you’re at a party or just out and about in your community, do you have a humorous way of describing what you do?

  • I sell changes in attitude.
  • When meeting a customer’s husband for the first time, I introduce myself: Hi, I’m your wife’s jeweler, and now I’m yours!
  • I sell old rocks and metals.
  • I play with fire and get paid well for it.
  • Trouble Specialist – I help women get into trouble and men get out of it. (Thanks, Mike Buley of Jewelry Ads That Work.)
  • I’m the woman’s best friend and the guy’s, too!
  • I make pretty things from dinosaur poop.
  • I run a geriatric preschool.
  • I run a non-profit.
  • I tell people I’m not in tech (local joke).
  • Women love me and husbands hide from me!
  • I generally say I work for her for golf (“her” is wife).
  • I say “I’m in the Coal Business” (which used to be a major industry in our area). It brings about a start in conversation as to how can I possibly be in the coal industry and have any success if it’s dead in our area.
  • I make everything … except a living.
  • What do you do for a living? I reply, “I have guys give me money to help make their women happy. And sometimes women give me money to make their guys happy!” I get very odd looks and then I tell them I sell diamonds.
  • I always say I make a living making women’s dreams come true.
  • I’ll say, “Yes, I’m Theresia that Triv always talks about." (Our radio personality that we advertise with).
  • Therapist. I promise them they will at least get to first base if they come shop with us.
  • If they can’t get past first, they need to go see a licensed therapist.
  • Santa Claus for thousands of women.
  • (At a female social gathering) I am the best diamond whisperer your old jewelry ever met. With a group of guys (golf outings) I’m the girl you need to see when you need some wife insurance!
  • Slingin’ bling.
  • “I sell jewelry and jewelry accessories.” (In a Hank Hill voice)
  • I’m a noble metal craftsman.
  • I take little pieces of the ground, put ‘em together, make ‘em pretty, and sell ‘em.
  • Second-oldest profession. How do you think you paid for the first?
  • I sell stuff that makes people sparkle.
  • I say I sell sentiment transmitters.
  • Usually when a man is complaining about his sex life, I let him know I can help with that.
  • I’m a bedroom heating specialist.
  • I work for divorce lawyers. “As a paralegal?” No, I sell wedding rings!
  • I get called “The Jewelry Lady” a lot. One customer’s children liked to call me “Ms. Shiny."
  • I’m a “trinket peddler” or “professional tempter."
  • I sell the family jewels.

 

46. Do you have a story that could have ended with this quote … “And I would have gotten away with it too, if it weren’t for you meddling jewelers”?

A customer tried to minimize the value of jewelry in a large estate to cheat the other heirs out of their due value. Our appraisal thwarted that plan!

The husband-to-be who gave his fiancee a CZ (bought elsewhere) who brought it to me to be sized and of course I tested it for the repair envelope. She was angry. He threatened to sue me. He lost a bride-to-be with a seven-figure income. She is a regular client now.

Man buys girlfriend a large diamond ring and gets a smaller one just like it for his wife. Wife comes in to get her ring sized and so does the girlfriend (at the same time) and then the man comes in to pay for sizing and the girlfriend says, “Oh honey, I love my ring" and shows it off. Wife sees the bling and tells me not to size hers as he is buying her a really big ring. Later he comes back and tells us he is planning on taking us to court for causing him to be sued for divorce because we should not have had them both in at the same time. It is all our fault.

Two associates were in the store bathroom discussing a certain customer’s recent purchase for his girlfriend while they were in the stalls. When they walked out to wash their hands, his wife had overheard everything since she was in the bathroom first. Waah, waaanhhhh. Needless to say, he was furious.

I set up a sting and caught a girl who stole a ring from another jeweler in town.

Had a gal come in with three nice diamond rings and wanted insurance appraisals. I had her come back in several hours. She was a flight attendant who had her car broken into at the airport on her last flight. I had another lady call me and asked if so-and-so had brought in her rings (and described them) for an insurance appraisal. I said yes. She then told me that she was going to turn those in on her insurance claim for her car that was broken into. I called the insurance agent and let him know. I’m sure she was not very happy with me.

State’s witness, fraud trial. Genuine vs fake.

There was someone selling heavily plated gold, rotating around all the jewelers in the area. For some reason, I was the only one who caught on. I got the entire crew arrested.

A customer had a Rolex stolen. It showed up in a store in a city quite a distance from ours. The owner of the store called us when our town was mentioned to ask if this watch had been reported stolen. Gave us the model number and sure enough it had belonged to a customer who thought she lost it at the Y.

I had a gal come in with a brand new “honking” diamond engagement ring, not purchased from us but needing it to be sized. No way was it a diamond — CZ in sterling silver. She told me it was worth $35,000. I told her it was CZ and silver. She didn’t believe me. I told her to look at it under the microscope at the stamp and we’ll use the diamond tester. She called her fiance right after we did all that and broke up with him. He called me up and told me I shouldn’t have meddled! No way was I touching that hot mess!

I feel that the Diamonds International salespeople are saying that every time I appraise something that was bought on a cruise from Diamonds International.

Sure. The guy fooling around on his wife who bought an item for the girlfriend but like an idiot gave us the home phone number to call when it was done. Made two sales off this guy!

The day I had to tell a young lady that the center stone in her ring was not a diamond. I am sure her ex-fiance would have said, “And I would have …”

 

47. What’s the weirdest complaint you’ve had about your service or jewelry?

  • We polished a wide wedding band to new condition after sizing it and the customer was furious. She said she didn’t want to appear newly wed.
  • I wouldn’t clean this lady’s gold teeth while they were in her mouth.
  • We didn’t offer them a sandwich.
  • Customer: “What? I ran over it with my car and it’s not covered by your warranty? Don’t you stand behind your product?”
  • I could not solder a faucet.
  • A customer complained that her diamond had not grown over the five years since she bought it.
  • Customer: “The electricity in my body stops watches I buy from you. You must do something to them.”
  • She didn’t like the reflection that her ideal-cut diamond created on her car dashboard as she drove on a sunny day.
  • A lady brought in a watch for a battery replacement that was wrapped in a tissue and placed inside a small sandwich bag. When she returned for the watch, she complained that we had thrown away her Ziploc bag. We offered her a smaller bag that we put extra links in but she refused. She wanted her Ziploc bag back.
  • That we could custom make body jewelry but would not perform the installation.
  • “You’re too happy.”
  • It’s easier to get in touch with the Pope.
  • You switched my diamond for a better one.
  • Why can’t I dirt bike with my platinum diamond engagement ring on?
  • I was scary looking.
  • I wouldn’t honor a lifetime battery for a woman who brought in her deceased husband’s watch. I said it’s a lifetime guarantee of the watch or owner, whichever comes first.
  • I did not put radioactive material back on the watch.
  • My honesty makes it hard for them to spend money in my store because I don’t upsell them.
  • That I couldn’t appraise a crown. (The kind that’s worn on a head).
  • Customer wanted to know if we “price-matched.” She was looking at a mini-flashlight. Price was $4.95.
  • There’s a charge?
  • Earrings exploded.
  • It’s too sparkly and makes the other jewelry look bad in comparison.
  • Customer: I need to exchange this ring bought five years ago but I want an identical one. Me: Why? Customer: Because my priest says it’s cursed so I want the same style, same price, but different diamonds and gold.
  • It wasn’t free for old people.

 

48. Please complete the following … I knew I’d made it when …

  • My daughter wanted to work here.
  • I sold a $10,000 sapphire sight unseen over the phone to an established customer.
  • The mayor dedicated a day of the year in our name.
  • My customer base exceeded 5,000.
  • I got my store name printed on our plastic bags, our ribbon and our tissue paper.
  • My accountant said I have net worth and should make a will.
  • I could retire.
  • My stress level dropped to zero.
  • I hit my first million-dollar store.
  • Dad said he was proud of me.
  • I see my work around someone’s neck or on their finger and I see them show off their jewelry and point to me and tell the other people, "She is the one that created this for me."
  • A four-day work week.
  • I consistently started selling 2-carat diamonds and larger.
  • I drove home my brand-new Porsche.
  • I bought my Escalade.
  • Everyone wanted my job.
  • I bought my building.
  • When I heard the sleigh bells on the rooftop.
  • I stopped getting a tax refund.
  • I can take a vacation.
  • I was at a local restaurant and ran into a client. She began to sing the store’s jingle from our radio ads.
  • I reached my goal of a million dollars cost in inventory with no debt ever.
  • I pay my parents more than they have ever made in their lives not to come to work.
  • I was no longer concerned with December’s numbers. It’s not that I don’t care. I just don’t worry about it. Pay for your inventory during the year and you will have a relaxed December!
  • An engagement ring client said our store had been around his entire life and of course he was coming here to buy!
  • My customers and people I don’t know tell me how good of a jeweler I am.
  • I was sitting across the boardroom table from Nicholas Oppenheimer at the CSO in London.
  • I heard the hammer fall on an empty chamber.
  • I don’t need to be in the store and sales happen and customers are happy.
  • I quit advertising and sales continued to go up.
  • We made it past our first 10 years in business.
  • I no longer did more wholesale than retail.
  • Customers were coming in from three states away.
  • I finished this survey.
  • My competitors came to visit our new store.
  • I didn’t have to worry about the rent.
  • The first year I had to pay taxes on the store profits!
  • I could afford to blow 100 bucks on dinner.
  • I saw the logo stamp.
  • New England Patriots come in my store for jewelry.
  • Big-name brands I couldn’t get to take my calls suddenly started calling me.
  • A local charity expected us to make a 6-figure donation.
  • People started handing me their jewelry in the grocery store to bring in for repair.
  • At a recent shi-shi charity fundraising event, four of the high-profile attendees are clients in the middle of big projects.
  • She put her hands on her hip and said to him, well.
  • When people introduce me as Rosanne from the jewelry store.
  • Gold prices went to $1,800 per ounce.
  • I survived 2010.
  • They were actually sad at my funeral.
  • I wake up smiling because I get to come to work. I’m unemployable anywhere else and I love (mostly all of) it!
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Big Survey

Big Survey 2018: The Best Managers Don’t Get Too Bogged Down in the Details

To succeed, you’ve gotta keep your eyes on the big picture.

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From strategy to time management to human resources, good management requires many qualities. Those doing best spend more time looking at the big picture than getting bogged down in detail work.

 

49. What takes up most of your time?

Admin & managing
Overall 32%
Thrivers 30%
Strugglers 34%
 
Working in the shop
Overall 21%
Thrivers 21%
Strugglers 22%
 
Selling on the sales floor
Overall 15%
Thrivers 14%
Strugglers 16%
 
Strategizing, planning and marketing
Overall 16%
Thrivers 18%
Strugglers 11%
 
Accounts and other paperwork
Overall 8%
Thrivers 3%
Strugglers 11%
 
Managing inventory/buying
Overall 5%
Thrivers 6%
Strugglers 4%
 
Active client development
Overall 3%
Thrivers 4%
Strugglers 2%
 

COMMMENT: The differences are marginal but the thrivers are more likely to spend most of their time on strategy and developing clients, whereas the strugglers are more likely to be doing paperwork, admin tasks and working at the bench.

 

50. Test the prevailing business wisdom. What’s your experience: True or false?

Figures in parentheses reflect the percentage of Thrivers and Strugglers who agreed with the proposition.

COMMENT: The thrivers and strugglers were broadly in line with the overall figures for every question. Interestingly, the questions for which they diverged most widely were similar in that they suggested appealing to people’s better sides yields better results than directly to their pocketbooks. We see two possible takeaways: The first is that such a high-minded approach works well. The second is that it possibly works well only if you’re in a part of the country that is prospering.

 

51. The Pareto principle (also known as the 80/20 rule) states that for many events, roughly 80% of the effects come from 20% of the causes. Where do you see this most visibly in your business:

20% of customers account for 80% of sales
58%
20% of staff account for 80% of sales
11%
20% of merchandise account for 80% of profits
16%
20% of vendors account for 80% of your goods
7%
20% of clients account for 80% of headaches
8%

 

52. If you have sales staff, how do you pay them?

Hourly
Overall 45%
Thrivers 34%
Strugglers 58%
 
Salary
Overall 11%
Thrivers 8%
Strugglers 6%
 
Hourly plus commission
Overall 36%
Thrivers 47%
Strugglers 24%
 
Salary plus commission
Overall 7%
Thrivers 8%
Strugglers 10%
 
100% commission
Overall 1%
Thrivers 2%
Strugglers 1%
 

COMMENT: This question yielded one of the more significant differences between the thrivers and the rest, with 57% of the better-performing stores paying some level of commission. In contrast, only 35% of the strugglers offered such bonuses and the overall average was 42%. “Many owners think staff become wolves on the floor,” says store consultant David Geller. “But you can train a wolf to sit and fetch,” he says, adding that he paid 100% commission when he ran a store. Incentives require training, oversight, and a good understanding of your staff, he says. But the rewards are clear to see. “Don’t pay? They won’t try harder,” he says.

 

53. What are the emojis you use most often in texts to or about …

Store owners seem largely happy with all four groups, with the facepalm reserved for staff and family only.

 

54. When you face a challenge, encounter a new technology or notice the old way of doing business is changing, you are most likely to …

Reach outside to find professional help
30%
Study up and take a DIY approach
58%
Wait for a while to see if it goes away
5%
Call in your son or daughter or a younger employee for help
6%
Other
2%

 

55. If you have sales staff, where did you find your best-ever salesperson?

Peer’s reference 19%
Recruited from another non-jewelry business 13%
Online advertisement (Indeed.com, Craigslist, etc) 12%
Staff reference 11%
Hired from among
customers 11%
From within the family or friends 7%
Recruited from another jewelry store 6%
Ad in the paper 5%
Walk-In 4%
Employment service 4%
Former intern or holiday hire 4%
Sign in the front window 2%
Other 3%

 

56. are you doing anything now to get ready for the next possible downturn?

No. Just rolling with it.

  • What should we be doing?
  • Close to retiring.
  • Just riding the wave until it crashes into the shore.
  • I’ll just be screwed.
  • Thanks for reminding me.

No. I believe in my own economy.
I am a firm believer in giving more value than anyone else. In a tough economy, I will double that value. I will grin and get stronger as others fall.

No. I’m poised to ride any wave.
No inventory, no staff, I work by appointment and I’m maintaining my reputation for quality and discretion.

No. What expansion? The economy is not good around here.

  • Connecticut has been the worst state in the U.S. We can only go one way. That is up!
  • When it starts to recover, then I will prepare for the downturn. Our market was heavily impacted by the collapse in oil prices and then one year ago by Hurricane Harvey.
  • Here in Canada, we are already in an economic downturn, so it’s just managing inventory to reflect that.

Yes.

  • Smart buying, enhancing our repair services and custom work, staying current on trends and always offering the best is what will allow us to thrive.
  • I saved like a maniac when the “Gold River” was flowing. I also buy over-the-counter diamonds to increase my profit margin. We waged war and were victorious through the last crisis, I feel certain we will do the same again.
  • Topping the list of my doomsday-prevention activities are panic attacks, comfort-food binging, worrying and working to maintain a sense of denial so that I don’t implode.
  • Holding my breath.
  • Praying.

Managing Inventory.

  • Reducing inventory and increasing customization options.
  • Learning new techniques for stock balancing
  • Converted to mostly consignment of emerging artists to follow trends and keep things fresh.
  • Reorder fast sellers.
  • Making sterling pieces that are affordable for $100 gifts.

Staying debt-free.

Saving every penny.
“I keep a closer eye on expenses than ever before. Just changed trash companies, hired a less expensive window washer and I do more cleaning myself.”

Concentrating on Repair.
“We have learned that people will find a way to get their pieces repaired. It adds something positive to their lives and they want to wear the pieces that bring them joy.”

Marketing with consistency.
We refuse to stop marketing regardless of sales or economy. Thus, when downturns occur, people still buy and they keep walking in the door.

 

57: Tell us about a sale that summed up the last three years for you.

  • A customer wanted us to custom make her “death ring” — two penguins facing each other with a 1-carat heart-shaped diamond in the middle, set in platinum, to wear when she was buried. “No one in my family deserves it.” Now she wants to return it.
  • A guy drove over four hours to us to buy an engagement ring because he heard from a friend how well we treat customers.
  • A necklace we sold last week just came back for a refund because the customer told her husband she wanted a designer purse.
  • Return customer was ready to purchase high-ticket earrings but needed to get home to wire the funds (we are in a resort town), and when he got home, his wife was immediately hospitalized and he never finalized the sale. This has been our experience the last few years. I feel like I am in the twilight zone.
  • Spent three and a half hours with a couple looking for a custom set, educated them on the 4Cs. Drew sketches, calculated layaways and sold them a $70 silver set.
  • Sold two 2.5-carat diamond engagement rings. Made $2,000 on first sale and $4,000 on the second. The difference? Lab-grown diamond was the center of the second engagement ring.
  • Did eight CADs for a lady making her dream ring, and she decided against them all in the end and instead chose a ring in our case.
  • A client who had only bought batteries for her watches over the years decided she wanted 8-carat diamond studs.
  • A customer calling a Pandora CZ ring a diamond and after pointing out it was not, they said, “no difference.” Also, customers calling Alex and Ani silver-colored bracelets white gold.
  • We repaired simple items for a man who brought in his mother’s repairs. After five to 10 times, he said, "I live far but I’m here to buy an engagement ring because you never charged my mom and I want to give you the business."
  • Just sold a 3.26-carat round brilliant diamond in a platinum mounting. To sum up my bridal business: Fewer, but more important sales.
  • A gentleman came in to check out engagement rings, looking at a quarter-carat max, but didn’t buy. He came in eight months later looking for a half-carat. Still unsure about marriage, he didn’t buy. He came in last spring and bought a nice 2.01-carat in a sweet platinum mount. He said it was kismet, that the perfect ring meant the time was right.
  • A customer told us he had been diagnosed with cancer and did not have long to live. Sad that he might not make it to his 55th anniversary, he ordered his wife a pearl necklace and asked if I could take it to her on their special day. He did die before their day, so I gave her the 55-pearl necklace and 55 roses. Sometimes I forget the only reason for our business is because someone loves someone. Nothing is better than that.
  • After three weeks the $10,000 diamond sale closed. We made $1,500. Can I do this and still make rent?

 

58. What was the last great business idea you had?

  • Buying a closing jewelry store’s phone number.
  • I put morning duties on flash cards. My staff gets to pick which card they get when they arrive. Last person in has to take two cards. No more late employees.
  • Advertising an estate piece twice a week in the paper: Once in the TV section and once in the Obit page. It works! 3 A diamond melee replacement policy for $99.99 (up to 0.10 carat).
  • Copying the style of some consignment ladieswear/luxury accessories pages and actively selling (with pricing listed) on Instagram.
  • Putting product close-ups on our TV commercial — almost every piece has sold due to the visibility!
  • Lock the door on Tuesdays. We take in so much work we needed a day to just work. No clients complained, in fact, as it turns out, the harder we are to get to, the more they want us.
  • Put up a We Buy Gold banner near the road.
  • We let a local friend who used to be a PR person try out her hand at holding a popup shop of thrift shop clothing in our store to benefit a local women’s abuse charity called WEAVE. It brought a lot of new people in the store, changed the look of the store for a few days, raised money for a great charity, and forced me to remerchandise our “Man Cave” into what is now going to be a “Maker’s Mart” inside our store, selling all handmade Etsy-ish indie designer goods. So … it’s breathing some new life into my stale old Man Cave idea that used to be considered “cool”.
  • Printing business-sized cards to throw into the customer’s bag saying to like us on Facebook and review.
  • Tea and Treasures on each second Wednesday afternoon to let them try on and touch the jewelry.
  • Weekly Wednesday Website special where an older piece is significantly marked down.
  • 60-months financing – longer terms to close more sales
  • Canvas printed bags. People reuse them and I see my logo at the beach often.
  • We are just beginning to send each client their birthstone on their birthday. This is packaged as a gift including information about their birthstone as well as our custom design services. We also include a gift card toward custom design or mounting of that stone.
  • Sending generated text messages “Reminder! It’s time to get your jewelry checked and cleaned.” It helps get people in without bothering them all of the time.
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Big Survey

Big Survey 2018: A Few Questions About Manmade Diamonds

67% of jewelers say they would at least consider stocking them.

mm

Published

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24. Would you consider stocking laboratory-grown diamonds?

 201620172018
Yes21%16%18%
Maybe36%37%37%
Already do10%15%16%
Never33%32%29%

 

25. What is your strongest feeling about laboratory-grown diamonds?

 20162018
Afraid12%10%
Intrigued18%14%
Excited10%11%
Disdainful19%21%
Neutral41%43%

 

26. If you stock laboratory-grown diamonds, what’s your approach to marketing them?

I aggressively let everyone know I have them.
10%
I market them in much the same way as any other product
42%
I quietly let customers know they are an option
48%

 

27. In what order would you recommend these alternatives to a customer who was reluctant to buy a freshly mined diamond?

2016
1. Previously owned
2. Colored gemstone
3. Lab-grown diamond
4. Moissanite
5. CZ

2018
1. Previously owned
2. Colored gemstone
3. Lab-grown diamond
4. Moissanite
5. CZ

NOT SO FAST: Though the ranking remained static, more jewelers (20%) said laboratory-grown diamonds would be the first alternative they recommended to such customers compared to just 13% in 2016.

 

28. Legal Quiz
Check the terms you’re allowed to use to describe laboratory-grown diamonds, according to the FTC:

Laboratory-grown
94%
Manmade
56%
Laboratory-created
47%
Synthetic
35%
(Manufacturer-name)-created
34%
Cultured
20%
Simulant
7%
Imitation
6%

Comment: Overall, you did pretty well. The top six terms can all be used, although with some qualifications, while the bottom two — “simulant” and “imitation” — are verboten, according to the FTC. Now, those qualifications: “cultured” can be used, but only if in addition to one of the FTC’s three pre-approved terms: laboratory-grown, laboratory-created, or manufacturer-name created, says Tiffany Stevens, CEO and president of the JVC. “‘Synthetic’ can still be used, but it shouldn’t be used to imply that the lab-grown is a simulant,” she says, or to disparage competitors. “Lastly, please also keep in mind that ‘real, natural, genuine, precious and semi-precious’ can only be used to describe diamonds and colored gemstones from the earth,” she says.

 

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