Editor's Note

Today’s Bridal Client Requires A New Approach

Selection isn’t enough anymore.

Published

5 years ago

August 23, 2019

Trace Shelton Instore September 2019 Issue

IF YOU’RE SELLING bridal the same old way you’ve done it in past decades, you may find fewer people saying “I do” to your engagement rings.

Twenty years ago, it was enough just to have a strong selection of solitaires. Heck, it’s been less than five years since custom design began to dominate the bridal conversation and lab-grown diamonds started making waves.

Those products are responses to three traits common to nearly every engagement ring shopper these days: they want uniqueness, an environmentally and ethically friendly product, and quality at a reasonable price. If you’re not addressing shoppers’ desire for a ring distinct from their peers — and one that satisfies their social conscience — you need to revisit your business model, quickly.

Today’s engagement ring shopper also responds well to an unexpected positive experience. Many jewelers now provide one or more “extras” to bridal shoppers, which we’ve collated in our lead story, “41 Surefire Ways to Make Your Bridal Business Stand Out.” These could be anything from a proposal package to a photo shoot, booth seating or concierge services.

And that’s just the beginning. Throughout this issue, you can read about how to make the most of the lab-grown diamond phenomenon, how to streamline your bridal inventory, how to get clients to return for jewelry service, and much more. So if you’re ready to turn something old into something new, turn the page and get cracking!

Today’s Bridal Client Requires A New Approach

Trace Shelton

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

Five Smart Tips You’ll Find in This Issue

1. Write a blog post that describes the best places around your community to propose. (Tip Sheet, p. 56)
2. Create infographics about jewelry and diamonds to share on social media. (Manager’s To-Do, p. 32)
3. Give a silicon band free to engagement ring shoppers while talking about jewelry care. (Do You Or Don’t You, p. 73)
4. Treat engagement ring clients to a ride to their wedding in a vintage vehicle. (The Big Story, p. 40)
5. Track which live samples result in special orders. (Sherry Smith, p. 61)

Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”