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Commentary: The Business

Why It’s a Great Idea to Embrace Unconventional Color

Bright gemstones shake up the showroom and forge customer connections, says this store manager.

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AS A SMALL LOCAL business, we carry traditional lines with classic gemstones that most consumers know and love, including ruby, emerald and sapphire. However, the fashion industry brings much-needed energy and excitement this season to our store with ’80s-reminiscent trends and bold pops of color. It’s a fun distraction from looming recession talk, bringing us as jewelers back to our roots and passion and reminding us of the reasons we got into the business in the first place: for the love of jewelry and the stories it tells.

The bright, energetic colors in the jewelry industry right now are inspiring. We love the vivid magentas, hot pinks and oranges we see everywhere. The pop of color brings excitement to the sales floor and the opportunity to educate our customers and sales team on gemstones they wouldn’t traditionally purchase or sell.

For example, our customers are used to seeing sapphire in rich blue hues, but most have no idea that it comes in almost every color of the rainbow, including their favorite Barbie pinks, hot oranges and vibrant yellows. Likewise, most customers know that garnet is the January birthstone, but rarely have they seen the eye-popping color of a mandarin garnet or the gorgeous purplish-red rhodolite garnet. We’re incorporating these beautiful colors into our cases, turning colorful multi-stone rings, earrings and necklaces into conversation pieces. As a result, our customers are connecting with our sales team on a deeper level and building trust. These colorful pieces stand out; they are unique and new, indicative of a trend-setting store with constantly evolving pieces.

Standing out from the crowd is especially important to our store because of our volume of female self-purchasers. So many customers don’t “love” their birthstone and have difficulty finding something they like. We get to change that for them! We’re working with customers to incorporate their personalities and flair into their wardrobes by pairing rich purple amethyst with bright pink sapphire and swapping out traditional brown-red garnets for luxurious tsavorites. By creating custom designs and educating our customers on their color options, we create an experience they haven’t gotten elsewhere. From pops of color in our decor, to our nails, lipstick, and clothing, to the jewelry we’re wearing from our favorite vendors, we’re jumping on the color train.

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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