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Commentary: The Business

Want to Survive? Go Custom

Tapping into jewelry customers’ desire for individuality is the key to retail success.

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YOU OFTEN HEAR THE words “it’s custom made” when referring to jewelry, but is it really? We all know there is a difference between “off-the-rack” and “custom-made” when it comes to clothing — jewelry isn’t any different.

The magic starts when the customer meets the maker. Each custom piece of art (which is what jewelry really is) should start with a conversation. Then the information provided — including style ideas, desired gemstones, personality traits and tastes, hobbies, work and social environments, favorite colors, you name it — should be incorporated into hand-drawn or 3D CAD rendered images for the client to choose from. Once a favorite design has been chosen, the creation and fabrication processes can begin.

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This specific value-add and brand differentiation is where clients realize the importance of knowing your jeweler. You have to trust the individual making the piece for you — that is paramount.

People are tired of sameness. From rampant copying to boring, uninspired designs, jewelry clients are becoming wise to seeing the same thing over and over again. The jewelry they are seeing does not speak to their individuality because these products are made for the masses on a gigantic scale. The anonymity behind fast fashion and easily consumed products that break or lose stones in a short amount of time after purchase don’t help the cause. Customer service only goes so far; the product has to have its own legs to stand on.

If you are creating one-of-a-kind pieces, you do not have the carrying costs associated with pre-fabricated designs and styles. You do not have to have liquidation sales of old, tired merchandise. You are creating exactly what the client is looking for. Being a specialty shop does not limit you to only creating custom pieces. It empowers you to design out-of-the-box and far-out jewelry that pushes the boundaries of style and uniqueness.

Seth Godin said that “survival is not the goal, transformative success is.” It is not always the strongest that survive, but those most responsive to change. Change is an opportunity that many see as a threat. It all boils down to our individual creativity. There is no competition when you create.

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SPONSORED VIDEO

Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”

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