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Editor's Note

Why the Wedding Band Sale Is Just as Important as the Engagement Ring Sale

And there’s no reason why you shouldn’t get 100% of those clients back.

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WEDDING JEWELRY IS all about commitment. Your clients commit themselves to each other, and you commit yourselves to them as valued customers for life. It seems like the least we can do is commit an entire issue to helping you to grow your success in the bridal category.

As in years past, we’ve devoted every possible section of the magazine to engagement and wedding jewelry. But for 2023, we thought we would take a slightly different approach to our lead story, focusing on how to sell more wedding bands after the initial engagement ring sale. After all, it’s an oft-overlooked part of the business, yet the wedding band sale is just as evergreen (and important) as the sale of the diamond and mounting.

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Two years ago in our annual Big Survey, 61% of respondents said that more than half of engagement ring clients return for the wedding band purchase, but to be honest, I think that’s a little bit of wishful thinking. The general consensus is that only about half of jewelry retailers see that kind of success. And honestly, it should really be 100%. If you sell someone an engagement ring, why would they go anywhere else for their wedding bands?

As Engagement 101 founder Severine Ferrari says, it’s a “blind spot” for the industry, but we hope you have your eyes wide open to the opportunity that wedding bands present to your bottom line. Enjoy the issue and stay committed to bridal success!

Now Introducing The INSTORE Show, Coming to the Chicago Area in 2023!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

  • If you hold an annual wedding band event, mention it to every engagement ring purchaser throughout the year. (The Big Story, p. 42)
  • Stock alloy samples in customer-facing drawers or displays that encourage them to try on whatever they want. (The Big Story, p. 42)
  • Set a “tickler” in your CRM to have salespeople reach out to bridal clients three months before the wedding to ask about the wedding band. (The Big Story, p. 42)
  • Track clients’ metal, stone and style preferences in order to provide thoughtful recommendations that lead to repeat business. (Kathleen Cutler, p. 62)
  • When clients come in for their six-month ring check, have a plan to make recommendations for Christmas, Valentine’s or their anniversary. (Shane Decker, p. 68)

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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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