Another Good Idea: The Stunner

How to impress a prospective retail customer…

By Tina Wojtkielo Snyder

If you are a designer or jewelry maker who is selling your wares solo, it can be hard to break the ice with potential retailers. Richard Kasdin, a jewelry sales professional with more than 25 years of experience in the industry, offered some excellent advice during a “Designer Biz Talk” webinar hosted by Cindy Edelstein of the Jeweler’s Resource Bureau in August. Kasdin, who reps for renowned designers Alex Sepkus and Sarah Graham, says visiting potential retail stores and galleries in person is far more effective than cold calling—but you need a strategy before you walk through the door.

“My brother gave me the best advice when it comes to approaching a retail store for the first time,” he says. “At the time we were selling three-stone rings and had very important rubies, emeralds, and sapphires. Instead of just walking into the store and handing them my business card, I would quickly explain who I was and why I was there and hand them a $100,000 emerald ring with my card and ask if they would mind showing it to the owner.”

Kasdin says by showing the retail sales associate or owner your most impressive piece of jewelry, you make a strong first impression. “Don’t be shy about pulling out a piece you are proud of to catch their attention,” he says. “You’ll get a reaction. And nine times out of 10 it starts a conversation, and you can begin sending the store literature or even set up an appointment to show them your line.”

So the next time you walk into a new store in hopes of selling your work there, don’t forget to pack your stunner—it could be the key to starting a new relationship.