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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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SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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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 | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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