Commentary: The Business

Want to Survive? Go Custom

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

Published

5 years ago

February 26, 2019

Mark Rozanski Instore February 2019 Issue

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.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”