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.
Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
