Customer Types - INSTOREMAG.COM https://instoremag.com/products/fine-jewelry-design/customer-types/ News and advice for American jewelry store owners Wed, 18 Mar 2020 14:02:14 +0000 en-US hourly 1 https://wordpress.org/?v=6.2.2 This Fierce Female Client Type Wants Jewelry As Powerful As She Is https://instoremag.com/this-fierce-female-client-type-wants-jewelry-as-powerful-as-she-is/ https://instoremag.com/this-fierce-female-client-type-wants-jewelry-as-powerful-as-she-is/#respond Wed, 01 May 2019 04:02:28 +0000 https://instoremag.com/?p=25162 Jewelry with meaning resonates particularly strongly with her.

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WITH 2018 BEING NAMED “Year of the Woman” and 2019 headed on a similar path, empowering jewelry has remained a strong trend. The Fierce Femme puts her jewelry on like armor every morning, and each piece makes her feel strong and protected. She is drawn to statement pieces that hold deeper meanings, pieces that she can connect with and pair with her daily wardrobe.

1. Lindley Gray

There is something powerful about a pinky ring: it’s a small piece of jewelry that makes a big statement. This signet ring includes a black spinel, which is said to repel negative energy. When worn with the point of the triangle facing down, it symbolizes feminine energy.

$1,800

Foundation signet ring in 18K yellow gold featuring custom cut black spinel trillion.

lindleygray.com

2. Linda Hoj

This sword necklace was inspired by the designer’s daughter and signifies power, strength, protection and action. The Fierce Femme is drawn to this meaningful story; she knows that this piece will be a daily reminder that anything is possible.

$1,320

Dark Sister necklace in blackened sterling silver and 22K yellow gold with rubies.

lindahoj.com

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3. Imperfect Grace

Bold, gold hoop earrings are in, thanks to congresswoman Alexandria Ocasio-Cortez. They are an empowering yet classic addition to any outfit, including a power suit.

$1,380

14K yellow gold textured hoop earrings.

imperfectgrace.co

4. Cleopatra’s Bling

Our Fierce Femme loves a special talisman, and this ring fits the bill. It features the fearsome face of the Gorgoneion, which has been used as a protective symbol for centuries. It was worn as a protective amulet by the goddess Athena to ward off evil.

$992

Gorgoneion ring in 18K yellow gold with pink sapphires.

cleopatrasbling.com

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When It Comes to This Customer Type’s Jewelry, She Always Gets Lucky https://instoremag.com/when-it-comes-to-this-customer-types-jewelry-she-always-gets-lucky/ https://instoremag.com/when-it-comes-to-this-customer-types-jewelry-she-always-gets-lucky/#respond Wed, 14 Nov 2018 00:03:13 +0000 https://instoremag.com/instorenew/?p=14917 See what styles to pick for customers who believe in astrology and other talismans.

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THE FORTUNE TELLER is a woman who believes in the power of her talismanic jewelry. She loves past inspiration but prefers to wear symbolic pieces from modern designers and think about the next chapter in her life. She values love, luck and protection, and she appreciates charms that hold deep meaning in these areas. She is fearless about mixing metals, colors and medallions together as long as they are significant to her.

1. Foundrae

For the Fortune Teller, a charm bracelet reflects where she has been and how she is moving forward in her life. She wears the lion medallion for strength, the dream star, arrow and triangle for “actualizing her dreams,” the scarab for protection and the karma medallion to send out positive energy into the world.

Foundrae extended clip chain with four 20mm medallions with diamond accents, all in 18K yellow gold.

Price on request

foundrae.com

2. Dru Jewelry

The Fortune Teller prefers to wear two or more luck-filled totems at a time. Like the late Aretha Franklin, she commands respect in all aspects, and especially in love.

14K yellow gold R.E.S.P.E.C.T. pendant with modern acrostic touches of the letter of each gem spelling out “respect” as well.

$1,365

drujewelry.com

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3. Retrouvai

Signet rings have provided meaning throughout history, from family crests and seals that were used to sign important documents to motifs that related one’s hobbies. The Fortune Teller is enamored of contemporary signet rings that are relevant in modern times and to her on a personal level. This one with a lion signifies “fearlessness and being extraordinary.”
14K yellow gold Grandfather Fantasy signet ring.

$2,420

retrouvai.com

4. Julie Lamb

Our Fortune Teller doesn’t need words or motifs to feel like she is wearing a talisman. Shapes can also signify meaning, and this ring represents the “Superwoman” she is and what makes her shine.

14K gold and diamond Metropolis Power Charm ring with custom cut colored gemstones and diamond pavé band in three different versions: rhodolite garnet in rose gold, iolite in white gold and green tourmaline in yellow gold.

$1,795-$2,250

julielambny.com

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This Customer Type Loves Layering Her Jewelry https://instoremag.com/this-customer-type-loves-layering-her-jewelry/ https://instoremag.com/this-customer-type-loves-layering-her-jewelry/#respond Mon, 17 Sep 2018 09:51:17 +0000 https://instoremag.com/instorenew/this-customer-type-loves-layering-her-jewelry/ Some jewelry is meant to be stacked, and she knows just how to style it.

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Piling on pieces of jewelry doesn’t come from the thought that “more is more”; it’s a way for the wearer to further personalize her look. This client adds pieces to her stack often. Give the Layered Lover time to try things on so that she can find the perfect addition to her daily jewelry.


1. Jennie Kwon

These sweet stud earrings would be a perfect option for The Layered Lover’s collection. She is fully on board with the multiple piercings trend and enjoys creating new earring looks.

Earring with princess cut emerald and green, pink and blue sapphire; stud earring with emerald and five colored sapphires.

$295 and $315

jenniekwondesigns.com


2. Sia Taylor

This necklace can be worn multiple ways to create the look of layers; it also sits nicely with other pendant necklaces. The Layered Lover will ask about the chain length to make sure it works perfectly with her stack.

16-inch necklace in oxidized sterling silver with 18K yellow gold dots.

$748

siataylor.com


3. Diana Mitchell

One bracelet is just not enough for The Layered Lover: she’s been curating her “arm party” since before that was a popular hashtag. These Diana Mitchell bracelets stack beautifully with each other and would work with other bracelets as well!

Carved 18K yellow gold cuffs with rose cut diamonds (0.25 TCW).

$2,760 for both

dianamitchell.com


4. Wwake

Wwake designs rings that are meant to be stacked. Each ring alone is delicate, but when paired together, they create a bold and personalized look, ideal for The Layered Lover.

14K yellow gold ring with emeralds (0.21 TCW); 14K yellow gold ring with three brilliant diamonds (0.09 TCW).

$1,300 and $545

wwake.com

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This Earth-Loving Bridal Customer Type Says “I Do” to Helping the Environment https://instoremag.com/this-earth-loving-bridal-customer-type-says-i-do-to-helping-the-environment/ https://instoremag.com/this-earth-loving-bridal-customer-type-says-i-do-to-helping-the-environment/#respond Thu, 16 Aug 2018 12:00:37 +0000 https://instoremag.com/instorenew/this-earth-loving-bridal-customer-type-says-i-do-to-helping-the-environment/ When someone does all they can to help make our planet healthier, they want it to carry over to their wedding day. The Green Bride opts to go the recycled route. Her wedding gown is vintage — originally worn by her grandmother — and her jewels are all made by independent jewelry designers that use […]

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When someone does all they can to help make our planet healthier, they want it to carry over to their wedding day. The Green Bride opts to go the recycled route. Her wedding gown is vintage — originally worn by her grandmother — and her jewels are all made by independent jewelry designers that use ethically sourced gemstones and eco-friendly gold in their creations.


1. Dana Bronfman

With a style that is earthy and elegant, the Green Bride chose simple — but meaningful — hoops for her wedding day.

New Constellation Bubble Hoops with reclaimed round brilliant cut diamonds (0.08 TCW) which are burnished-set into reclaimed 18K yellow gold satin finished earrings. 

$2,000

danabronfman.com


2. Bario Neal

Triangles are often used as spiritual symbols representing three parts of a being (mind, body, and spirit), or three parts of time (past, present, and future). The Green Bride and her beloved together chose this ring to represent both aspects of their existence together.

Handmade 18K recycled yellow gold Trillion Dyad ring with two ethically-sourced (and fully traceable) bezel set, custom-cut Sri Lankan white trillion sapphires. 

$2,550

bario-neal.com


3. Just Jules

The Green Bride believes it’s better to reuse and recycle than to buy new. This makes for less waste but still opens markets up to jobs for those who know a thing or two about previously-enjoyed products and jewels.

Vintage gold-filled locket redesigned on a 14K yellow gold chain with white sapphire briolettes and bezel-set moonstone accents. 

$800

justjules.com


4. Original Eve

Finding the perfect person with whom to share her desires, passions, and concerns for the planet is no easy task for the Green Bride, which is why she’s chosen a wedding band to represent the eternal love she and her partner will vow to stand by.

Satin-finished custom diamond eternity band in 18K recycled yellow gold containing prong-set elongated white baguette diamonds. 

Price on Request.

originaleve.com

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Here Are the Jewels for That Client Who Loves Flowers https://instoremag.com/here-are-the-jewels-for-that-client-who-loves-flowers/ https://instoremag.com/here-are-the-jewels-for-that-client-who-loves-flowers/#respond Mon, 16 Jul 2018 09:26:20 +0000 https://instoremag.com/instorenew/here-are-the-jewels-for-that-client-who-loves-flowers/ Her preferred style is always in bloom.

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THE FLOWER GIRL loves botanicals, whether real or crafted from precious metals and gemstones. She desires florals that are feminine yet bold rather than delicate. The Flower Girl crushes on the language of flowers (and their meanings) and wears everything from perennials to more organic florals that sprout in the woods and the fantasy versions that can be found while traipsing through the forest.


1. Collette Jewelry

The Flower Girl is a fan of roses, which symbolize love and passion. She also desires more than one type of earring—longer with swing and movement as well as this single climber, which winds up the lobe with blossoms, leaves and stems.

Rainbow sapphire rose ear climber in 18K gold. 

$11,630

collettejewelry.com

2. Aida Bergsen

The Flower Girl is anything but shy when it comes to wearing her botanicals as jewels. This ring’s intricate detail and three-dimensional quality is a true statement with its large rectangular amethyst stone and its garden growing and surrounding it.

Set in high karat gold and oxidized sterling silver with amethyst center stone, flower and insect motifs and accent gemstones. 

Price on request

aidabergsen.com

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3. Lene Vibe

The ultimate in wearable fantasy, The Flower Girl chooses these earrings for their longer length, movement and natural fancy rough diamonds mixed with sapphires for a subtle pop of sparkle around the face.

18K gold, sapphire and rough diamond earrings. 

$5,600

lenevibe.dk

4. Page Sargisson

Brooches are part of The Flower Girl’s jewelry wardrobe. She opts for more simplified, abstract versions of florals in a combination of pretty colors to wear in multiple ways and to complement the more stylized looks she has selected for her fingers and lobes.

18K multi-sapphire brooch. 

$7,700

pagesargisson.com

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How to Sell to the Client Who Thinks Art Deco Is the Bee’s Knees https://instoremag.com/art-deco-customer-type/ https://instoremag.com/art-deco-customer-type/#respond Tue, 05 Jun 2018 04:11:18 +0000 http://instoremag.com/instorenew/?p=761 Her style’s modern geometry is an irresistible attraction for this customer type.

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Clean lines, geometric shapes and thoughtful simplicity are elements from the Art Deco era that continue to inspire the Deco Doll. To her, the styles are timeless and she’s always in search of a new take on the designs that were first introduced in the mid-1920s. She is drawn to the balance of masculine cuts and true elegance, as well as incredible craftsmanship and rich materials.

1. Suzy Landa

A simple yet unique bracelet with diamonds to add a bit of sparkle, this linear design works perfectly with the Deco Doll’s style.

Bracelet in 18K yellow gold with diamonds (0.80 TCW).

$8,800
suzylandanewyork.com

2. Lindley Gray

Long drop earrings create a sleek statement. These are very modern with strong lines and curves to please anyone who loves the Art Deco aesthetic.

Moonlit earrings in high-polished 14K recycled yellow gold featuring citrine and green tourmaline cabochons paired with black diamond pavé (0.44 TCW) and 12mm onyx discs.

$3,980
lindleygray.com

3. Lily Kamper

Modern yet so timeless, this engagement ring is designed using unique colors and clean lines. So elegant and reminiscent of the Art Deco era.

Ring in 18K gold with dark blue tourmaline, yellow sapphires and diamonds.

$3,380
lilykamper.com

4. Doryn Wallach

Here is the perfect pendant for the Deco Doll: bold, beautifully crafted and made using interesting stone. Better yet, it’s a locket. It’s true to her style, but also sentimental!

Marbled agate locket with diamonds (0.50 TCW) on 30-inch ball chain in 18K satin yellow gold.

$8,810
dorynwallach.com

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Platinum is Always the Only Choice for This Customer Type https://instoremag.com/platinum-is-always-the-only-choice-for-this-customer-type/ https://instoremag.com/platinum-is-always-the-only-choice-for-this-customer-type/#respond Tue, 15 May 2018 13:48:04 +0000 https://instoremag.com/instorenew/?p=15773 Stylish and strong, she takes “Pure, Rare and Eternal” to the next level.

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THE PLATINUM PURIST may have become so by choice or out of necessity due to allergic reactions to alloys like nickel. However, once the wearer feels its weight and learns about its characteristics, longevity and eventual patina, she longs to fill her jewelry box with glorious jewels created from it.

1. Patek Philippe

The Platinum Purist puts quality first and watches are no exception. She only purchases watch brands that are known for their history and availability in her favorite metal.

The “Golden Ellipse” in platinum measures 34.5mm x 39.5mm and features a blue-gold sunburst dial, alligator strap in navy blue and an ultra-thin self-winding Caliber 240 movement.

$50,460

patek.com

2. Omi Prive

While her pieces have a common theme with regard to the metal in which they’re made, this platinum lover goes from big to small and all sizes in between when it comes to the types of jewels she chooses.

Sapphire and diamond stud earrings in platinum with blue sapphires (1.22 TCW) surrounded by 32 diamonds (0.10 TCW) set halo-style.

$3,000

omiprive.com

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3. Gem Platinum

Since the Platinum Purist sees her jewelry purchases as investments, she collects pieces that can be worn in more than one way so that she always gives the appearance of showcasing something fresh and new.

30-inch handmade platinum and diamond chain with 54 marquise-cut diamonds (approx. 8.10 TCW) and 18 round brilliant cut diamonds (0.90 TCW).

$32,500

gemplatinum.com

4. Picchiotti

While the Platinum Purist seems traditional, she prides herself on going against the grain by wearing what she loves rather than what’s in fashion. Long before it became a trend, she donned an anniversary ring with a sapphire center stone, set in — what else — her favorite metal.

Platinum ring containing one 14.16-carat octagonal vivid royal blue Sri Lankan sapphire and round, square, and baguette accent diamonds (3.52 TCW).

$391,150

picchiotti.it

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Here’s the Jewelry that Appeals to This Strong Feminist Customer Type https://instoremag.com/here-s-the-jewelry-that-appeals-to-this-strong-feminist-customer-type/ https://instoremag.com/here-s-the-jewelry-that-appeals-to-this-strong-feminist-customer-type/#respond Tue, 24 Apr 2018 06:41:57 +0000 https://instoremag.com/instorenew/here-s-the-jewelry-that-appeals-to-this-strong-feminist-customer-type/ Inspired by fearless women, her jewelry sends a message of strength.

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CONFIDENT AND STRONG, The New Feminist is inspired by those who were part of the second wave feminist movement of the ‘60s and ‘70s, when women banded together to initiate change and challenge conventional rules. The New Feminist wears jewelry that is often expressive, bold and delivers a sense of empowerment. 


1. Susanne Klevorick

Feminine and mysterious, The New Feminist chooses jewelry to reflect her changing personality. She is self-aware and not afraid to express her different sides and moods. She chooses earrings that are edgy in their shape but also juxtapose the softness of rose gold with the timeless power of black.

18K rose gold Lantern earring with carved matte black onyx drops. 

$3,520

susanneklevorick.com


2. Foundrae

As a testament to her inner strength, she wears this bold signet ring with a lion that symbolizes dignity and courage, as well as stars that provide guidance and direction. It says to the world (and herself), “I am brave and can face any challenge placed in front of me.”

18K gold signet ring with diamond accents. 

$2,995

foundrae.com


3. Established Jewelry

Everyone around her knows “who’s the boss” — especially when she spells it out for them in her necklace. She loves a playful take on the more serious side of her goals and her support of other women. But this doesn’t mean she should be taken lightly: she’s tough when she needs to be.

14K yellow gold Boss necklace. 

$440

establishedjewelry.com


4. Sig Ward Jewelry

The New Feminist goes for jewelry with symbolism, like this cuff that evokes a full moon. The different phases of the moon represent female empowerment throughout history, and this wide cuff also offers a dynamic statement.

18K yellow gold Luna cuff with center mother of pearl and diamond accents. 

$7,940

sigwardjewelry.com

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Four Jewels for the Customer Who Loves All Things Glittery https://instoremag.com/four-jewels-for-the-customer-who-loves-all-things-glittery/ https://instoremag.com/four-jewels-for-the-customer-who-loves-all-things-glittery/#respond Thu, 22 Mar 2018 06:08:12 +0000 https://instoremag.com/instorenew/four-jewels-for-the-customer-who-loves-all-things-glittery/ She loves jewelry that shines as brightly as her spirit.

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WHEN IT COMES TO SPARKLE, The Glitter Gal believes that more is more! She expresses her inner light through her shimmering accessories. Her jewelry glistens whether in sunlight or candlelight. She has a positive energy that radiates. All eyes are on her!


1. Little H

When the Glitter Gal does pearls, she likes them with a little added flair. A lustrous pearl lined with glimmering diamond baguettes and a diamond-covered band fill the bill.

White South Sea baroque pearl sliced and lined with mixed shaped diamonds (2.46 TCW) set on 14K white gold ring.

$10,125

littlehjewelry.com


2. Roule & Co.

The gemstones in this pendant are free to move around and shine from every angle, which allows the Glitter Gal to sparkle every time she moves.

18K white gold pendant with approximately 32 carats of loose white sapphires with diamond details (0.20 TCW) on 30-inch chain.

$10,500

rouleandcompany.com


3. Dana Kellin

Glamorous, glittering jewels don’t have to include diamonds. These beautifully woven gold and Swarovski crystal drops are sure to dazzle, and at an affordable price to boot.

Deva earrings with gold fill and Swarovski crystals.

$865

danakellin.com


4. ILA Collection

This radiant rose-cut diamond is surrounded by even more diamonds. The Glitter Gal won’t need the Kira Kira app to make this ring sparkle!

Gallagher ring in 14K yellow gold and diamond face (0.90 TCW) with center rose-cut diamond.

$2,860

ilacollection.com

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4 Jewels That Shine for the Gender-Bending Client https://instoremag.com/4-jewels-for-gender-bending-clients/ https://instoremag.com/4-jewels-for-gender-bending-clients/#respond Wed, 14 Feb 2018 10:54:04 +0000 https://instoremag.com/instorenew/4-jewels-that-shine-for-the-gender-bending-client/ Identity and adventure are this free spirit’s watchwords.

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THE GENDER BENDER DOESN’T conform to the norm, instead choosing a style all their own without feeling the need to abide by some imaginary rule, color scheme, or label. The jewelry they select for their wardrobe can range from statement-making simplicity to purposeful practicality, but don’t let the lack of diamonds fool you … their adornments are something they take pride in showing off. 

1. Marla Aaron

A single long chain carrying a statement pendant or eye-catching bauble is the Gender Bender’s staple when it comes to everyday jewelry, and one that was gifted by a loved one or friend carries even more importance.

18K white gold Free Form #1 inlay lock with gemstones, including but not limited to opal, lapis lazuli, onyx, and carnelian. Accompanied here by a 32-inch 14K white gold Rolo chain.

$8,736 (for necklace and lock)

marlaaaron.com

2. Marco Dal Maso

From finely made fabrics to the look of leather, this free spirit selects textiles and metals that mean something to them while still choosing to showcase their unique sense of style.

The 18K “black” gold clasp bracelet from the Kiri Collection set with sapphires (1.35 TCW) on Italian blue leather.

$2,975

marcodalmaso.com

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3. Alp Sagnak

The Gender Bender has never struggled with trying to be unique. And wearing jewelry that’s as interesting as they are, or tells a story like they do, has become just as much a part of their daily life as the air they breathe.

Blackened silver and ruby ring from TheWORD collection with rubies (3.49 TCW) pavé set into a ring that can be worn various ways.

$2,100

alpsagnak.com

4. Tudor

The Gender Bender loves the feel of a hefty watch on their wrist because it reminds them to make the most of the time they have. But just because they like their watches to be substantial doesn’t mean it needs to be huge.

The Black Bay 36 with Tudor caliber 2824 self-winding mechanical movement (no battery changes required), with steel bracelet or camouflage fabric strap.

$2,850

tudorwatch.com

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