Colored gemstone jewelry has become more popular among consumers and can provide decent profit margins for your store. But when you sell color, are you providing consumers with enough information? Given the amount of treatments, synthetics and stimulants available on the market, it’s essential that you’re upfront with your customers, so that they understand what they are -- or are not -- purchasing.
Jewelers of America’s David Peters offers the following tips on how to ensure proper ethics and disclosure when selling colored gemstones:
- Accurate descriptions are essential.
- You and your staff must know the difference between natural, synthetic and stimulant.
- Avoid the use of industry-specific terms, unless you explain them fully.
- You must disclose treatments, any stability issues and special care and cleaning information.
- Time your disclosures carefully in your sales presentation.
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