Connect with us

Commentary: The Business

Want to Survive? Go Custom

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

mm

Published

on

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.

Podcast: Jeffrey Samuels on How to Build a Business to Support a Lifestyle
JimmyCast

Podcast: Jeffrey Samuels on How to Build a Business to Support a Lifestyle

Maximizing Your Business Potential Is Easier Than Ever With the Zing™ Platform by Jewelers Mutual® Group
Podcasts

Maximizing Your Business Potential Is Easier Than Ever With the Zing™ Platform by Jewelers Mutual® Group

Find Out Why So Many American Jewelers Are Loving Thai Jewelry (and Gemstones)
Sponsored Podcasts

Find Out Why So Many American Jewelers Are Loving Thai Jewelry (and Gemstones)

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.

Advertisement

Mark Rozanski is president of Goldart Jewellery Studio in Ottawa, Ontario.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular