In these dreary times, colored gemstones can provide a nice profit booster for you -- thanks to the margins, and a mood booster for your customers -- thanks to their beauty. But are you making the most of your colored gemstone jewelry? David Peters, Jewelers of America’s resident education and management expert notes that the colored stone customer is typically a female who shops frequently and is likely to make up to two purchases in a year. With consumers holding back recently, it’s time to take advantage of pent-up demand.
Peters says that when you’re dealing with a “colored stone” customer, it’s important to keep the following in mind:
- Fashion is an important motivator: Make sure that you’re keeping up with the latest fashion trends, including the hottest colors for the season. Get great ideas from Jewelry Information Center, by visiting www.jic.org.
- Talk Wardrobe: Use the concept of building a wardrobe. Female self-purchasers want jewelry that works with their outfits.
- Personalize Sale to Her Favorites: Focus on her favorite colors, while it’s wise to use trends as a guide, don’t discount personal taste.
- Reinforce status and prestige: Remind your customers that color is hot among the Hollywood elite, as Angelina Jolie demonstrated when she donned dazzling emerald earrings and cocktail ring at the Oscars.
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