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Editor's Note

Want to Sell to Women?

Start with a welcoming attitude and a full-length mirror.

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WOMEN WHO OWN and manage retail jewelry stores are nothing new. Neither are women who buy their own jewelry.

But as numbers grow in both of those categories, it’s inevitable that jewelry stores themselves are changing. In this issue, we’re exploring some of the ways that’s happening, from store design and storytelling to creating experiences that take shopping to the level of adventure.

I know you’ll enjoy meeting all of the women featured in this issue. Here are just a few profiled in various sections:

  • Andrea Riso, who specializes in storytelling and creating offbeat experiences in her airy El Dorado Hills, CA, location.
  • Nicole Parker King, founder of Jet Set Candy, who, after establishing a jewelry souvenir brand online, opened her flagship store in New York’s Grand Central Terminal last summer.
  • Robin Lies of Burnell’s Fine Jewelry, who feels like a fairy godmother when she makes customers’ dreams come true in Wichita, KS.

Finally, of the many things I’ve learned researching stories for this issue, here are three key points to remember:

  • Always assume women who are in your store are both qualified and prepared to make a significant purchase on the spot. Act accordingly.
  • If women are pre-shopping engagement rings, recognize that how they are treated today will very strongly influence where the purchase is made tomorrow, next month or next year.
  • Always have mirrors, including full-length mirrors available. Jewelry is part of an overall look.

Five Smart Tips You’ll Find in This Issue

1. Send a bouquet of flowers on the birthday and anniversary of every woman customer who has spent over $3,000 in the last two years. (Manager’s To-Do, p. 28)
2. Collaborate with a high-end clothing boutique in town to offer jewelry makeover events. (The Big Story, p. 36)
3. To attract female buyers, develop an extensive library of reviews and comments. (Andrea Hill, p. 55)
4. Give online clients a reason to shop with you again by helping them identify other possibilities. (Kathleen Cutler, p. 56)
5. Have your sales staff research what, when and how their best 15 customers buy, and use this information to deliver more personalized service. (Manager’s To-Do, p. 28)

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Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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Wilkerson Testimonials

Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

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