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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.

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SPONSORED VIDEO

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.

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