Editor's Note

The New Luxury Engagement Jewelry Buying Experience Means Wowing Your Clients

Wining and dining is just the beginning.

Published

10 months ago

August 10, 2022

Trace Shelton Instore August 2022 Issue

WE’VE ALL USED the phrase “wined and dined” to describe an experience during which the subject was treated lavishly. But these days, “wining and dining” is just scratching the surface of what independent jewelry retailers are doing for their wedding jewelry clientele.

And it makes perfect sense. After all, you’re hoping to make a client for life. Why not wow them right out of the gate?

That’s the thought process behind what we’re calling “the elevated wedding jewelry experience,” as detailed in Eileen McClelland’s lead story. Some stores have integrated extravagant photo op spaces into their locations, including pergolas, winding staircases, wedding chapel gazebos, rose gardens and fireplaces. One includes a bridal party dressing room complete with mirrors and makeup stations. Another rings wedding bells for every engagement or anniversary celebrated in their store. Many give unexpected gifts to purchasers.

That’s the wining and dining portion. But there’s much more that goes into the luxury wedding jewelry experience these days, including custom design, appointment selling, alloy samples, wax models, photos and free appraisals. Not to mention services offered after the sale, including cleaning, checking of prongs, and free rhodium plating.

If you’re not going the extra mile for engagement customers, read our story and consider special touches that you can add to “wine and dine” your clients!

Now Introducing The INSTORE Show, Coming to the Chicago Area in 2023!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

Ask the purchaser to write their budget on a piece of paper to head off price objections later. (The Big Story, p. 38)
Below your email signature, include a promotion that changes monthly. (Manager’s To-Do, p. 30)
Create a themed event based on relevant pop culture of the moment. (Best of the Best, p. 55)
Include a page on your website featuring reviews exclusively from engagement customers. (Andrea Hill, p. 70)
If a client likes multiple rings, ask her to rank them from “most favorite to least favorite.” (Peter Hannes, p. 60)

Time for More “Me Time”? Time to Call Wilkerson

Rick White, owner of White’s & Co. Jewelry in Rogers, Ark., knew it was time to retire. Since the age of 18, jewelry had been his life. Now it was time to get that “me time” every retailer dreams about. So, he chose Wilkerson to manage his going-out-of-business sale. White says he’d done plenty of sales on his own, but this was different. “Wilkerson has been a very, very good experience. I’ve had the best salespeople in the history of jewelry,” he says. “I recommend Wilkerson because they are really the icon of the jewelry business and going-out-of-business sales. They’ve been doing it for decades. I just think they’re the best.”