Purchasing jewelry requires a great deal of trust on the part of the buyer. Shoppers do not bring
assaying tests and gemological guides to buy a necklace. They trust the seller to be honest about
the quality of the materials and to price their wares accordingly. This assumption of good faith
is much easier for an individual when they feel like they are dealing with an established business.
Therefore, as a jeweler, it is critical to develop a professional image no matter how big or
small your company may be. A well-composed professional image is a great asset when pursuing new
accounts.
- Develop a logo – A logo can be a graphic image, or just a stylized font for your business
name. Regardless of what type of logo you choose, it is a critical component of your
marketing materials and your branding. (See this month’s feature article for more on
logo design)
- Know your stuff – Knowledge is a great selling tool. Know everything about your materials
and where they came from. Buyers expect you to be the jewelry expert. Be prepared to answer
their questions and offer other interesting tidbits to pique their interest in a piece.
This service bolsters your image and will be remembered by clients when they tell friends
about you.
- Invest in letterhead, envelopes & business cards – Professional “collateral” materials tell
clients that you are a serious business that cares about its image. Once you have established
a logo and visual design, collateral materials are very inexpensive to print. It is now
possible to buy small quantities from print shops, or even to print your own materials using
a home computer.
- Offer distinctive gift wrapping – Jewelry is frequently a gift purchase. Offering gift wrapping
is a logical service addition whether you charge for it or not. It is also another opportunity
to cement your professional visual image. Choose a set of wrapping materials that you plan to
stick with for some time. The more distinctive it is, the better it will serve you as a
marketing tool. Don’t forget to include a tag with your logo or customized ribbon. Great gift
wrapping makes you and the gift giver look sharp!
- Mail correspondence to good customers – Don’t just print your new collateral materials,
use them. Send promotions, thank you notes and company updates to your customers on your
business stationary. This level of service will not go unnoticed. It is another opportunity
for you to tell your customers that you care about them and that you are a smart, organized
business.
- Dress the part – Jewelry is fashion. Do not forget to look professional when you are at work
or meeting with clients. In this business, it is critical to project a fashionable image
when you are trying to sell someone accessories.
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