Last updateTue, 22 May 2018 10pm

How to sell color - part 2


Previously, I discussed the importance of education and trust for selling color. In this article, these concepts will remain crucial, while also discussing trends to follow and the best places to draw inspiration for your store.

The world of fashion trends and gemstones are vital to each other. It’s the one instance in which ‘Keeping up with the Kardashians’ is beneficial. Every year, something new and invigorating is introduced on a red carpet in Hollywood or at New York fashion shows. While these may not interest you personally, they do interest customers. Notice the plethora of designs and color and create your own ideas. Consider what the stars are wearing and make a “Hollywood/Fashion” section in your store. But like fashion, these trends can be temporary, so make it an eye catcher and not a permanent display case.

Another valuable source to focus on is the Pantone Color of the Year. Each year, Pantone chooses a color or colors that they expect to find in the current year’s fashion. Each color - ranging from deep hues to vibrant and expressive colors - can be represented by a color gemstone. Display a small collection showing people what goes well with that new trendy outfit they just bought.

While current fashionable trends and color are main sources of inspiration, the Internet can also be a good tool. However, use caution when picking your trends from Pinterest or Etsy. These websites can be the start of something big - think morganite - or can create unrealistic expectations, such as an abundance of peach sapphire availability. Being educated on color gemstones and having reliable sources becomes essential in deciphering what can be stocked.

Internet trends have driven a new spark in the color industry. There are so many affordable, beautiful pieces of jewelry available. Internet sales have increased because they have focused on budget conscious consumers. As a result, jewelry stores want to offer similar designs. This pushes more material onto the market. In theory, this is a win for everyone.

However, as consumers, you must do your research about what is actually being advertised. These Internet companies are not bound to the same rules as jewelry stores. They don’t have to disclose all treatment information. Pictures from a website can be deceiving.

Having a trusted source that can help you through these issues is important. There’s legitimate value in speaking with someone who can discuss real trends versus Internet sensations. The viability of this industry is predicated on disclosure and being honest, cutting corners helps no one.

Konrad Darling is the sales and marketing director for Darling Imports, a color gemstone wholesaler offering genuine and synthetics as well as lapidary services and stone identification. For more information contact Darling Imports at 800-282-8436 or www.darlingimports.com.