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!
Trace Shelton
Editor-in-Chief, INSTORE
[email protected]
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)
Closing With Confidence: How Bailey's Fine Jewelry Achieved Outstanding Results With Wilkerson
When Trey Bailey, President and CEO of Bailey's Fine Jewelry, decided to close the Crabtree location in Raleigh, North Carolina after 15 years, he knew the decision needed to be handled with intention and professionalism. The goal was clear: exit the location while maintaining financial strength and honoring the store's legacy.
Having worked with Wilkerson successfully in the past, Bailey understood the value of their comprehensive approach. "They understood both the emotional and financial sides of the store closing sale," Trey explains. "Their reputation for professionalism, results and care made it a very easy decision."
The results exceeded expectations. Wilkerson helped Bailey's sell through significant inventory while maintaining the dignity of the closing process. "They don't just run a sale, they help close a chapter in the best way possible," Bailey says, strongly recommending Wilkerson to any jeweler facing a similar transition.
