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Thinking Outside the Box About Educating Consumers

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While many consumers might appear more educated about buying a diamond today, the reality is that most have only picked up some key phrases and gemological terms along the way, and try to use them in an effort to appear more knowledgeable when dealing with a jewelry sales associate or gemologist.

Whether it’s the 4c’s over the Internet or a jeweler’s in-store handout on the subject, the sheer volume of educational material out there ? and its utter blandness ? is overwhelming. Neither is it very successful in stimulating an individual’s interest in a diamond, or in seperating one jeweler from another. 

One educational piece I created and designed when I was chief marketing officer of Diamond.com was the ?How To Buy a Diamond Kit?. 

The kit included a CD size box that unfolded to reveal a flap explaining the four C’s and another showing life-size photographs of diamonds ranging from .50 carats to 4.0 carats. Also included was a sample GIA grading report and a handy wraparound ring-size measurer. Best of all, the kit came with a display ring holder (with flexible prongs) and four different-size rhinestone ?diamonds’ that popped into place. 

Consumers requested the kit by the thousands and there were even stories of men who gave women the box as a proposal. After that, the couple would go on to look for the real thing together. 

The comparison rhinestones help consumers compare one size diamond with another. Since many women feel that a diamond shrinks the minute it goes on their finger, these sample rhinestones can help sway the consumer to opt for a larger ?statement’ diamond. 

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Retail jewelers looking to educate their shoppers and provide a marketing tool that stands out might well wish to ditch their boring brochures and opt for more creative and stimulating marketing tools. 


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Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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Thinking Outside the Box About Educating Consumers

Published

on

While many consumers might appear more educated about buying a diamond today, the reality is that most have only picked up some key phrases and gemological terms along the way, and try to use them in an effort to appear more knowledgeable when dealing with a jewelry sales associate or gemologist.

Whether it’s the 4c’s over the Internet or a jeweler’s in-store handout on the subject, the sheer volume of educational material out there ? and its utter blandness ? is overwhelming. Neither is it very successful in stimulating an individual’s interest in a diamond, or in seperating one jeweler from another. 

One educational piece I created and designed when I was chief marketing officer of Diamond.com was the ?How To Buy a Diamond Kit?. 

The kit included a CD size box that unfolded to reveal a flap explaining the four C’s and another showing life-size photographs of diamonds ranging from .50 carats to 4.0 carats. Also included was a sample GIA grading report and a handy wraparound ring-size measurer. Best of all, the kit came with a display ring holder (with flexible prongs) and four different-size rhinestone ?diamonds’ that popped into place. 

Consumers requested the kit by the thousands and there were even stories of men who gave women the box as a proposal. After that, the couple would go on to look for the real thing together. 

Advertisement

The comparison rhinestones help consumers compare one size diamond with another. Since many women feel that a diamond shrinks the minute it goes on their finger, these sample rhinestones can help sway the consumer to opt for a larger ?statement’ diamond. 

Retail jewelers looking to educate their shoppers and provide a marketing tool that stands out might well wish to ditch their boring brochures and opt for more creative and stimulating marketing tools. 


Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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