03242019Sun
Last updateTue, 19 Mar 2019 7pm

Aleah Arundale

The Jewelry Test Drive

Would you spend thousands of dollars on a car before taking a test drive? Most of us would not. Car dealers are smart. They know that in order to make you feel comfortable spending $10,000, you need to try it first. What can we as jewelers, who also sell very expensive items, learn from the car dealers?

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Buy less jewelry

Remember that time you bought that cheap power drill? Or that $10 purse or that $15 toaster. What happened? It broke and your toast caught fire. When you bought that cheap drill were you really saving money? NO! This is what you should remind customers when they are in your fine jewelry store.

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Aleah Arundale’s 5 baby steps to being a responsible jeweler

AleahWhen on a diet, you might not keep to the diet 100%, but every salad you have is a step in the right direction. It’s the same with ethically sourced gold and gems! Your whole store might not be “green”, but why not one showcase? I think the problem is that the mining and sourcing problems seem so big that jewelers are too paralyzed to do anything. You don’t need to save the planet, but each responsible gem you buy is one step closer to a healthier world.

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Sales tips from Aleah Arundale

A jeweler by any other name

AleahWhat’s in a name? A lot! Nicknames are usually reserved for our friends. Show your customer how friendly you are by using a nickname! It will help your customers relax. This is important as many guys are already intimated when in a jewelry store.

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My favorite sales tips

Who does not love a “Best Of” special? Well here you go! Here are Aleah Arundale’s favorite sales tips from her life in jewelry.

Aleah

#1 Make your customers feel important. People buy jewelry to feel important, attractive, rich. You can sell the feeling of importance by asking people their opinion. Try asking your customer something like, “Oh, I just finished these two ads. Which do YOU like better?” Even something as simple as, “Will you hold this,” can make people feel more important and more comfortable in your store.

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The good news!

 I have several girlfriends who do not yet have boyfriends, but they still know which engagement ring they want. Women want diamonds! The Knot says that almost half of the women who visit their website are not even engaged.

My beautician has a diamond tattoo on her chest. So do a lot of other people I have meet. People love diamonds so much that they put a mere symbol of a diamond permanently on their bodies. When selling diamonds on the road I have passed Diamond BBQ, Diamond Cleaners, and even Diamond Elementary School. People just love diamonds.

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Jewelers - Go Green and close more sales!

Why did your customer not buy that bracelet? Why did the lady who really liked that necklace walk out without buying it? Because she has a necklace!

Yes, she likes yours more, but she feels it would be irresponsible to buy a necklace since she already has a necklace. “Well, what is wrong with having lots of necklaces?!” Sorry. In the down economy many people realized they can be happy with less stuff. Today people want less clutter.

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