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Editor's Note

This Is Why Bridal Is The Category Keeping Jewelers Afloat

Most of our readers seem to agree.

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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
[email protected]

Five Smart Tips You’ll Find in This Issue

  1.  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)
  2. 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)
  3. Offer more pre-set engagement rings, which simplifies the buying process for online shoppers. (Andrea Hill, p. 64)
  4. When offering clients a beverage, let them see you remove the cellophane so they know it’s safe. (Shane Decker, p. 70)
  5. 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)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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