Six Tips to Position your Jewelry as Commemorative Keepsakes
Nat King Cole sang it first: "I love you ...for sentimental reasons." I doubt he was talking about the
necklace he got for his high school graduation, but those lyrics could easily be talking about a woman’s
favorite jewelry pieces.
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This quarter’s feature article discusses competing against low-priced, mass-produced
competition. One of the recommended strategies is to appeal to buyers’ sentimentalism. People want to buy
special pieces for special occasions. So, we have listed six tips for appealing to the sentimental aspect
of a jewelry buyer’s decision process.
- Name your designs. Many companies use flower names, women’s names, constellations,
celebrity/historic names, or geographic locations to title their works. By calling a
necklace the “Tuscany” edition, you evoke emotions and images that create a connection
between individuals and keepsakes. Some shoppers will even look for a name that they
relate to in addition to something that is visually appealing to them.
- Limited edition or one-of-a-kind pieces are particularly desirable as mementos. For most
small designers, every design is a limited edition; but, most customers will not think of
it unless you specifically tell them or make note on the product display.
- Include designs in your lines that are specifically targeted to commemorate special events.
There are endless opportunities: Mother’s Day, graduations, weddings, anniversaries,
religious events, formal dances, retirement etc...
- Position your business as a service-oriented store that wants to help shoppers choose the
perfect item for their special days. Train your sales staff to ask clients if they are
shopping for a special occasion or gift. If a client wishes to be helped, you can guide
them through the selection process and gain a valuable word of mouth referral from a
satisfied customer.
- Do not forget packaging. Jewelry resellers should always have beautiful gift wrapping
available. If you are in a tourist destination, it is also a good idea to have commemorative
packaging available. A box embossed with "Daytona Beach 2004" can make a bracelet feel less
like a whim purchase and more like a timeless souvenir.
- Personalize. Any time a piece is customized with names, words, or charms you have created
something that personally speaks to your buyer. The faster the turn-around time the better,
especially if you are catering to tourists. Or, have some ready made designs for popular
names, occupations, or sports.
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