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.
Ask your customer to think of a time they bought a really nice purse or the best toaster. They enjoyed it more, right? Their toast was more evenly toasted and I bet they still have the same good toaster. The same is true with jewelry, people just need to be reminded that in the long run you save money when you buy quality!
I have a smart advertising campaign for you. Why don’t you advertise that people “buy less jewelry”? It got your attention, right. The tag line would say buy less jewelry, but the message you are really trying to convey is that it’s better to buy a few good pieces than more pieces of cheaper jewelry. If you buy quality, you don’t need as much of it. In fact fine jewelry lasts years, even generations.
Gillette razors carried out this idea with great success. By focusing on the fact that their razors lasted the longest, Gillette showed that their product has more value. In a buy more world, you stand out if you tell people to buy less.
Ask customers, what is a better representation of their style? A lot of throw-away jewelry or a few signature pieces? Which really reflects them and what they want to say to the world.
You could also try using “Cost Per Wear” to close sales. Yes, it’s $3000, but what is that over 50 years? Isn’t it worth $60 a year to have the best? You will get so much more wear out of it than if you bought a cheaper piece of jewelry.
Who does not want the best? We all know how different real leather feels compared to fake leather. You just feel better wearing the real thing. Real jewelry just feels better. Remind your customer how great they will feel every time they wear it. Buying the best will always make you feel glamorous, luxurious, and special. Use this idea to help you sell and promote quality jewelry.
Aleah Arundale is a 3rd generation GIA Graduate Gemologist and a 5th generation jeweler turned loose diamond wholesaler. Selling diamonds on the road lets her share great ideas from hundreds of different jewelers from all over the country. Sign up for her Jewelry Sales Tips Newsletter by e-mailing her at Aleah@olympiandiamonds.com or calling 800-882-8900. “We are all in this jewelry business together lets help each other!”