Editor's Note

This Is Why Bridal Is The Category Keeping Jewelers Afloat

Most of our readers seem to agree.

Published

4 years ago

September 23, 2020

Trace Shelton Instore September 2020 Issue

DURING THE GREAT Recession of 12 years ago, we heard a lot about gold buying — and with the current state of the market, that’s still a great business to be in. But the other thing that got jewelers through that time was the bridal business. And during the Pandemic Recession, we’ve heard one consistent message from readers: “Bridal is getting us through.”

If you sell engagement and wedding rings, you’ve probably experienced this yourself. If not, check out what your fellow jewelers are saying in our Hot Sellers section (page 30). And we received many more comments echoing their success with bridal.

It makes sense, though: The one thing that never changes and never will change is that people fall in love and want to get married. Or they want to celebrate their years of marriage. And for that, they’ll always want a ring. Chances are, they’ll want to see it in person, which means that while they may bring in a price of something they’ve seen on the Internet, they really want to buy it from you.

We don’t know when this pandemic will end. But what we do know is that bridal can help you weather the storm until it passes. This issue is packed with bridal-related advice, best practices and new product from front to back. (And don’t miss our special feature on lab-grown diamond sales on page 50.)

Do you take this category to be your steady source of income during hard times? I do!

This Is Why Bridal Is The Category Keeping Jewelers Afloat

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

Run a report of clients whose weddings fall in the next few months and offer a complimentary ring cleaning prior to the big day. (Manager’s To-Do, p. 32)
If a person buys the engagement ring alone, encourage him or her to bring their fiancé back for a bridal gift bag. (The Big Story, p. 40)
Offer more pre-set engagement rings, which simplifies the buying process for online shoppers. (Andrea Hill, p. 64)
When offering clients a beverage, let them see you remove the cellophane so they know it’s safe. (Shane Decker, p. 70)
Let brides “borrow” a piece of jewelry for their wedding, then suggest it to the groom as a first anniversary gift. (Tip Sheet, p. 56)

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”