Do Well By Doing Good
Jeweler John Hayes, Goodman’s Jewelers, Madison, WI, shows how
For Goodman’s Jewelers, which operates in the academic backyard of the University of Wisconsin in Madison, being a leader in the responsible business practices arena is crucial to success. In fact, it has helped the business to thrive (up 8 percent in the first quarter) in a tough economy.
Owner John Hayes is adamant about the important role jewelers have to play in their communities and beyond.
“Be as informed as you can be about the issues and don’t shy away from them,” says Hayes, who serves on Jewelers of America’s Board of Directors and was one of the first independent retailers to join the Council for Responsible Jewellery Practices.
Whether it’s conflict diamonds, rubies from Burma or irradiated gemstones, he says being upfront and positive about policies won’t scare off customers, it will reassure them. “Let people know that you’re aware and that you’re taking action within the industry and working with your suppliers to be proactive about things as opposed to reactive. It has a much better appearance for your store to be perceived as a leader,” he explains.
Changing Perceptions
Not only is Goodman’s seen in a positive light, but Hayes says he’s been able to change perceptions. “Customers have come in and said, ‘I don’t want to buy a diamond, I don’t like what they represent,’” he says.
But after talking to them and explaining the Kimberley Process and the steps the industry has taken, as well as the good diamonds have done in countries like Botswana, he says he and his staff can change minds. “They’ve actually purchased diamonds after coming in to buy an engagement ring without them,” he says.
Being an issue leader has also had a positive impact on his staff. “It gives them a feeling of confidence knowing the product they’re presenting to our customers is one they can sell with confidence,” says Hayes.
With people hanging on to their money just a little tighter in today’s challenging economy, he says it makes a difference to the bottom-line. “People have to spend more on gas and groceries so they want to have a stronger reason for buying jewelry and this aspect gives them a stronger tie to why they’re buying it,” he says.
Hayes' Tips for Success
Hayes offers three tips to be a leader when it comes to responsible business practices:
- Have written statements about practices that can be handed out to customers. “They can see you’re not just talking about it—you’ve actually done something to respond to the issues. With JA’s [how-to] materials it makes it very easy to do that,” he says.
- Make sure your staff is well informed so you have a consistent story to tell, regardless of who the customer talks to. “Your entire staff must be aware of the issues so you have a unified voice about your store policies. The worst thing that can happen is a customer comes in and they get different stories from different people,” he says.
- Work with vendors on having their policies and statements about responsible business practices in written form. “In our town, you’ll get someone who is really a non-believer, and you can pull out a [supplier’s] statement with [the System of Warranties] conflict free message - so you can back up what you’re saying,” he says.
To learn more from John Hayes and others, about how responsible business practices are helping jewelers create a new competitive niche for their stores, attend the Jewelers of America Roundtable Keynote Presentation, “Retailer-Supplier Relationships: Changing Expectations,” at JCK Las Vegas on Saturday, May 31 from 8:45 - 10:00 AM, Delfino Ballroom, Level 4, Venetian.
If you’re not attending JCK Las Vegas, JA Members can visit JA's Members section at www.jewelers.org to obtain helpful how-to documents on a variety of responsible business practices issues.
--Susan Thea Posnock, Public Affairs Manager, Jewelers of America
Comments