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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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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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