Daily Jewelry Retail Tips from Jewelers of America

Sell like a Kindergartner

More than two decades ago, Robert Fulgum’s popular book of essays, All I Really Need to Know I Learned in Kindergarten, got adults thinking about the importance of those early life lessons. Echoing Fulgum’s philosophy, Jewelry Information Center’s Helena Krodel notes that in this economy, with all the worry, it is easy to overlook basics of good business.

Krodel offers tips on how to sell jewelry like a kindergartner:

Represent Your Brand In the Best Light On Camera, Part 3

Over the last couple of days, we’ve discussed how to look the part when it comes to television interviews. Today, we offer tips on how to convey your message (your brand or store, the beauty of jewelry, and your main points) in the most compelling way. Jewelry Information Center’s Amanda Gizzi says that before you utter one word, think about how your style of speaking can impact an interview.

She provides the following suggestions for a smooth interview:

Represent Your Brand In the Best Light On Camera, Part 2

When you have the opportunity to appear on television, what you wear -- from your wardrobe to your jewelry -- is critical, but the wrong body language can undermine even the most carefully prepared outfits. Today, in part two of a three-part series on TV appearance preparation, Amanda Gizzi of Jewelry Information Center shares tips on how to enhance your appearance with body language.

Gizzi provides the following tips for the best onscreen body language:

Represent Your Brand In the Best Light On Camera, Part 1

Taking part in a television interview -- whether for a local, regional or national program -- can provide great exposure. Showing your store or brand in a positive light is all in the presentation. Jewelry Information Center’s Amanda Gizzi says you must consider what you wear, your body language and how you speak.

We’ll break down all three, starting today with Gizzi's suggestions for camera-ready wardrobe and appearance:

Listen to Jewelry Customers, Part 2

In yesterday’s tip, we discussed the importance of really listening to your customers. This helps you determine what they truly want, versus making assumptions that could be wrong. Today, we look at the bad listening habits you and your sales staff must avoid.

Jeweler’s of America’s David Peters says to avoid these “traits of a poor listener:”

Listen to Jewelry Customers, Part 1

In creating great customer experiences, asking your customers what they want and need is just the first step. You have to really listen to their answers, says David Peters, Jewelers of America’s resident education and management expert. Peters warns against committing “selling malpractice” by failing to listen. That’s when you tell a customer what they should buy, versus discovering what they really want and need.

Peters says listening to customers is essential for the following reasons:

Give Customers What They Really Want

Even in good times, knowing what your customers want is a key to your success. When the going gets rough, it becomes critical.

In the New York Times “Tool Kit,” Paul B. Brown shares expert ideas on how to get inside your customer’s minds, like:

Keep Jewelry Inventory Sparkling with Good Storage

No matter how long you’ve had inventory, you want to make sure that to the customer, it looks brand new. One way to minimize the wear and tear of your jewelry product is through proper storage.

Jewelers of America’s COO Rob Headley, a quality control expert, offers the following tips to ensure that pieces stay in good, sellable condition:

Handle (Jewelry) With Care

The merchandise in your display cases should be enticing to customers -- not dull, tarnished or scratched. But over time, products can get "used" in the retail case and no longer appear brand new.  This is especially true with expensive merchandise that takes longer to turn. 

Jewelers of America's COO Rob Headley, a quality control expert, suggests training sales associates on proper ways to minimize scratches, dents and loose stones while handling merchandise. 

Headley shares the following staff-training tips to keep merchandise in good condition:

Use Seamless, Positive Disclosure

As a jewelry professional, you recognize that proper disclosure of gemstone enhancements is your ethical and legal responsibility. Providing the most updated information to your customers is not only an essential part of the sales process, it increases trust and loyalty.

Furthermore, enhancements are not detrimental to gemstones. By definition, they “enhance” them. David Peters, Jewelers of America’s resident education and management expert, says they improve the beauty, durability and availability of gemstones.

Peters offers the following tips to keep in mind as you make disclosure part of your sales presentation: