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Editor's Note

The New Luxury Engagement Jewelry Buying Experience Means Wowing Your Clients

Wining and dining is just the beginning.



WE’VE ALL USED the phrase “wined and dined” to describe an experience during which the subject was treated lavishly. But these days, “wining and dining” is just scratching the surface of what independent jewelry retailers are doing for their wedding jewelry clientele.

And it makes perfect sense. After all, you’re hoping to make a client for life. Why not wow them right out of the gate?

That’s the thought process behind what we’re calling “the elevated wedding jewelry experience,” as detailed in Eileen McClelland’s lead story. Some stores have integrated extravagant photo op spaces into their locations, including pergolas, winding staircases, wedding chapel gazebos, rose gardens and fireplaces. One includes a bridal party dressing room complete with mirrors and makeup stations. Another rings wedding bells for every engagement or anniversary celebrated in their store. Many give unexpected gifts to purchasers.

That’s the wining and dining portion. But there’s much more that goes into the luxury wedding jewelry experience these days, including custom design, appointment selling, alloy samples, wax models, photos and free appraisals. Not to mention services offered after the sale, including cleaning, checking of prongs, and free rhodium plating.


If you’re not going the extra mile for engagement customers, read our story and consider special touches that you can add to “wine and dine” your clients!

Now Introducing The INSTORE Show, Coming to the Chicago Area in 2023!

Trace Shelton

Editor-in-Chief, INSTORE

Five Smart Tips You’ll Find in This Issue

  • Ask the purchaser to write their budget on a piece of paper to head off price objections later. (The Big Story, p. 38)
  • Below your email signature, include a promotion that changes monthly. (Manager’s To-Do, p. 30)
  • Create a themed event based on relevant pop culture of the moment. (Best of the Best, p. 55)
  • Include a page on your website featuring reviews exclusively from engagement customers. (Andrea Hill, p. 70)
  • If a client likes multiple rings, ask her to rank them from “most favorite to least favorite.” (Peter Hannes, p. 60)



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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