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David Geller

Want to Increase Your Bridal Sale? Sell Custom Wedding Bands at the Same Time

Here’s how to sell the idea to your clients.

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FARMERS ARE HARVESTING wheat, corn, and vegetables right now. Time for you to make hay and harvest money from customized bridal.

Once jewelers started opening back up after the initial quarantine, I heard that most stores were doing as well if not better than same month over past year. You read that right. We spoke to one jeweler in North Carolina who had the best answer as to WHY stores were doing so well with so many folks on furlough. Two good answers:

  1. Many people with government unemployment assistance were doing better than when they were when gainfully employed.
  2. In 2020, the couple looking to get engaged knows this to be true:
  • There probably will be no large engagement party.
  • There will probably be no large wedding.
  • If they get married in next six months, chances are there will be no honeymoon anytime soon.

That leaves a lot of spare money to spend on her ring. Furthermore, it seems as though a lot of “time wasters” and “just lookers” aren’t coming out. Shoppers are serious about buying!

A recent survey from The Knot revealed that 33 percent of the time, the bride-to-be went along for the store visit to pick out the ring. To appeal to her, offer the possibility of a really unique design, something with more diamonds, more flair.

Design the wedding band for her at the same time. It’s a known fact that the wedding rings are not always bought from the same store. It’s time to change that. Make the suggestion to the couple that designing the bands now is easier, requires fewer shopping trips, the rings will match better since they’ll be made at the same time, and it’s one less thing to worry about.

Don’t let the word “custom” scare you. The manufacturers you work with, your shop or an outside shop can make them a spectacular ring.

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But what can you do to make this even more special? My friend, sales trainer Dave Richardson, suggests asking, “How do you plan to propose to her?” It gets the subject of money and the burden of choosing the ring off the table for the moment, and now you can chat about fun and romantic things. You probably have past couples who shared with you some unique ideas you can share. But here’s something YOU can do to help make it special. Restaurants are open, and of course that’s an option, but you might suggest you provide the private dining experience. How?

There are plenty of restaurants who will deliver scrumptious meals to someone’s door. If you’re adventurous, you can have a perfect dinner delivered from insteadofflowers.com. All the groom has to do is set up the time and place. You can deliver the ring along with a bottle of wine or champagne!

See how you can help make this a special time, even with what’s happening in the world. They will appreciate it, talk about it and open their wallets for you.

David Geller is a 14th-generation bench jeweler who produces The Geller Blue Book To Jewelry Repair Pricing. David is the “go-to guy” for setting up QuickBooks for a jewelry store. Reach him at [email protected].

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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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