08182017Fri
Last updateTue, 15 Aug 2017 9pm

Columnists

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.

How to sell color - part 1

Darling rubyWhenever I get to talk with customers at trade shows, as they ogle over the beautiful color in front of them, there is always a consistent mantra, “I like color but I just don’t know how to sell it.” The first part is always comforting, but the second part is what I want to change.

Not a girl’s only best friend

Darling headshotOne of my favorite shows on TV is ESPN’s series 30 for 30. They are mini documentaries about important historical moments in sports, with the tagline “What if I told you…” The directors proceed to present a story the audience believes they know, only to reveal there is more than meets the eye. I’ve always felt the jewelry industry should come up with an tagline about engagement rings: “What if I told you, diamonds weren’t always a girl’s only best friend…”

Morganite: The modern face of jewelry

Darling cushion MayTrends come and go as quickly as the seasons. Much like American culture, tastes in music, fashion and color are constantly evolving. And when they evolve, it pays to be on the current trend.

In the case of the jewelry industry, we are right in the middle of a morganite sensation. A stone mostly disregarded in the past cannot be ignored any longer thanks to internet trends and online retailers. Affordable and ranging in size, it is the perfect stone for new age consumers looking to be fashion forward and unique while remaining budget conscious.

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.

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.

Columnist