Business Tips

Today’s consumers are extremely socially conscious, looking not just to make a purchase, but also to make a difference when they do buy. Research shows over 80% of millennial consumers believe it’s important for companies to publicize their social responsibility efforts, and they will go looking for that information online.

Alex Woo “Words” sterling silver Mom heart pendant; Gabriel & Co 925 silver and sapphire ring

Mother’s Day is just around the corner! According to the National Retail Federation’s annual survey, the amount that consumers spent on jewelry reached $5 billion for Mother’s Day in 2017. As a jeweler, there are an abundance of ways that you can capitalize on the large spend and high demand of jewelry this year.

Jewelers of America commissioned Provoke Insights, a consumer market research firm, to conduct an in-depth study to uncover industry challenges and understand consumer buying habits and attitudes towards fine jewelry. We’ve compiled the results from this study into Jewelers of America's 2017 Fine Jewelry Industry Consumer & Retail Market Report, a comprehensive white paper that includes survey results as well as customer buying habits and marketing opportunities.

To View the Report

• Jewelers of America Members: Download a digital version of the full Report for free. Login at the "Read More" link below to access the report.
• Not a JA Member? Join now to access the full report, or click here to download a report summary.

Martha Seely "Swing on a Star" sterling silver earrings (left); Drukker sterling silver earrings with cultured pearls and white cubic zirconia (right)
The outlook is very positive…. let silver lead the way with eight tips on how to maximize your holiday sales.

What your customers are saying about you online is more important than your website, social media posts, or paid online ads. Many people will read reviews of your store and your products before making their first purchase. Discovering how to manage online reputation and reviews is one more learning curve for jewelry companies. In his session at the JA New York Show on March 13, "Power to the Consumer: Effectively Market Your Business with the Rise of the Reviewer," Matthew Perosi, of Sapphire Collaborative, offered simple steps to help jewelers navigate online reviews.

Technology is changing fast and the jewelry industry is taking note. Designers and manufacturers are using 3D CAD design software and smaller retailers are starting to build more sophisticated websites to keep up with consumer trends. It’s all very exciting, but one trend you can’t let slip off of your radar is security.

On Monday, March 13, Jewelers of America held its first "Idea Exchange," a gathering of jewelry professionals to discuss topics that keep them up at night. JA held this first event of a new knowledge sharing series during the JA New York Show, and jewelry store owners and managers as well as manufacturers and suppliers were in attendance. The group split into two tables to discuss two hot topics for jewelry sales: social media and customer acquisition. Here's a quick summary of the ideas exchanged during the lively discussion. You can read a further recap at NationalJeweler.com.

Jewelers of America’s Jewelry 101 sales training program features indepth jewelry product knowledge and sales training. The “Selling” module, based on lessons in Diamond Council of America's sales courses, covers all the steps necessary to close a jewelry sale: Greeting, Rapport Building, Profiling, Presenting Choices, Overcoming Objections, Closing the Sale, Adding On and Following Up. Here is an excerpt from Jewelry 101: Selling on Customer Profiling:

Who’s there? A store buzzer system could be your answer for increased security
Robberies caught on surveillance often show criminals rushing into a store without anything stopping them. Some jewelers opt to install a door system for added security. Jewelers Mutual Insurance Company explains the differences between two of the most common -- a door buzzer vs mantrap.

With the holidays quickly approaching, it’s the perfect time to review, revise and refresh your and your staff’s sales techniques. Let’s face it, you have stocked up with the latest merchandise, increased your advertising, mailed and posted news about your store, but the key to a successful holiday season is a trained professional sales team. These are not new sales concepts, just reminders from the Silver Promotion Service of the key retail selling principles with the added value of the benefits of sterling silver jewelry!