Consumers are eager to return to their pre-pandemic spending habits and support local and independent businesses. At the same time, confidence in the economy has been shaken and shoppers are looking for recession-proof purchases.
Independent jewelers have an opportunity to capture sales by guiding customers towards wise and meaningful investments. The key is to educate customers on the lasting value of diamonds and why they make an excellent heirloom. You will then be able to show clients how your prices reflect the true worth of each diamond and empower them to spend with confidence.
“Don’t give in to the temptation to negotiate, discount and undersell,” says Asaf Herskovitz, GN Diamond CEO. “Use the latest technology to prove the value of your inventory and watch your closing ratio improve.”
Show, Don’t Tell, Why Your Diamonds are Superior
The average diamond buyer does not understand why one SI2 might cost more than another SI2 – they don’t even know what SI2 means. “While you can try to explain the differences in cut, clarity, color, and brightness all you want, a layperson will still be left scratching their head,” says Herskovitz. “And sorry, but the loupe and tweezers isn’t going to clarify anything.”
Skeptical buyers need help clearly understanding the value of your jewelry. That’s why GN Diamond created Diamond Hunt, an online diamond listing and sales presentation platform. Customers can easily search your listings, shown with your own branding and markups, from home or in store.
Diamond Hunt enables you to display your inventory digitally with these three key points of distinction (and more):
- Light Brilliancy. An objective, third-party light performance score allows customers to compare differences in brightness – and easily see why one SI2 is priced higher than another.
- Transparent, 360-Degree Video. Cutting-edge images show all inclusions and provide far better visibility than loupe and tweezers.
- Gemprint ID. Patented third-party identification technology recording the unique optical “fingerprint” of each diamond.
Sharpen Your Sales Techniques to Sell More Diamonds
“Diamond Hunt offers the clearest way to demonstrate the value of an individual diamond,” says Herskovitz. “Using these points of distinction, it’s not unheard of for jewelers to upsell clients by tens of thousands of dollars after they’ve come to understand the rarity and value of their purchase.”
Learn more at www.gndiamond.com and contact GN Diamond to learn how to integrate Diamond Hunt with your own website and begin using it to increase your closing ratio online and in store. Our sales representatives are available 7 days a week at firstname.lastname@example.org, or call 800-724-8810.