Avoid “Bad” Jewelry Language

Words have meaning. Choosing the wrong word in the midst of a sales presentation can not only cost a sale, but could turn a customer off from your store for good. Jewelers of America’s resident education and management expert David Peters offers his take on some key words and phrases to avoid:

• “Flaws” or “fakes”: Peters suggests skipping the “F-words” and using “internal characteristic” to describe a gemstone’s inclusions. Use proper descriptions, like “synthetic” or “stimulant,” instead of fake.
• “Cheap”: The word “cheap” or “cheaper” is not very effective, as in “this ring is cheaper than this one.” Instead, use phrases like “more affordable” or “lower priced.”
• Industry-Specific Terms, Without Explanation: Virtually all jewelry-specific technical and gemological terms fall into this category. These words can be confusing and make the customers feel intimidated. Many will leave instead of asking for an explanation. “I shudder every time I hear a salesperson say something like, “this is a VS diamond,” with no additional comments. They assume the customer knows, and they imply that if the customer doesn’t know, they are not very smart shoppers,” Peters says.

Comments

[tom chatham]

If you don't want the word "fake" used why do you suggest "synthetic" instead? The FTC has approved the words "created", "lab grown" and "man made" as appropriate, and legal. Why does the JA refuse to acknowledge this positive language?
tom chatham