Want to Sell to Women?

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.