As gold becomes more valuable, consumers look to gold jewelry as a long-term investment. Given the challenging economic environment, the World Gold Council (WGC) says it’s more important than ever to convey the lasting value of gold to consumers.
WGC offers the following action points to reinforce gold jewelry's value to your customer:
- Select Classic & Versatile Pieces: Avoid overly lightweight gold pieces that can damage easily and focus on pieces with versatility (for instance, two looks for the price of one), added value options and classic designs that never go out of style.
- Emphasize Value for Money: Focus on the durability of gold, it’s importance as an heirloom and the likelihood it will maintain relevance over time (compared to hand bags or shoes, for example).
- Communicate Quality: Highlight features that demonstrate quality and versatility such as the karat mark, the durability and easy operation of the clasp, adjusters for variable lengths of chain, add on enhancers, reversible pieces, day-to-night-wear jewelry and more.
- Communicate Craftsmanship: Remind customers that the price of a piece of gold jewelry may also be higher due to the craftsmanship, design and production processes.
Take The Tip:
For more information and materials on selling gold jewelry, click here to visit the World Gold Council online.
Pictured: Leslie's gold earrings, courtesy of World Gold Council
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