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Last updateWed, 06 Dec 2017 6am
GA jeweler makes ‘Black Panther’ ring for Marvel movies

GA jeweler makes ‘Black Panther’ ring for Marvel movies

Hans and Lynn Allwicher, co-owners of Jewelry Expr...

“That guy who baby sits jewelry stores”

“That guy who baby sits jewelry stores”

Longtime jeweler fires up retired ambulance to off...

Judy Upton awarded 2017 AJA Associate Member of the Year

Judy Upton awarded 2017 AJA Associate Member of the Year

Judy Upton, owner of Judy Carter and Associates, w...

Gem Star Imports offers cutting-edge concepts & loyal service to retailers

Gem Star Imports offers cutting-edge concepts & loyal service to retailers

Gem Star Imports, a leading diamond jewelry manufa...

Other News

NRF says Senate passage of tax reform could give shoppers ‘free Christmas’

NRF says Senate passage of tax reform could give shoppers ‘free Christmas’

(WASHINGTON) - The National Retail Federation (NRF) welcomed Senate passage of landmark tax reform legislation, saying congressional action on the pro-growth plan is helping boost consumer confidence and that savings from reform could be enough to pay...

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Industry Events

GIA reports well attended Jewelry Career Fair and Open House

GIA reports well attended Jewelry Career Fair and Open House

(CARLSBAD, Calif.) - GIA’s (Gemological Institute of America) Jewelry Career Fair and Open House drew nearly 900 gem and jewelry professionals, job seekers and members of the local community to the event’s 26th anniversary on October 13. This annual e...

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On The Move

American Gem Trade Association GemFair™ and U.S. Antique Shows to co-locate in Las Vegas

American Gem Trade Association GemFair™ and U.S. Antique Shows to co-locate in Las Vegas

Partnership will mutually benefit exhibitors and attendees

(NEW YORK) - The American Gem Trade Association (AGTA) and U.S. Antique Shows are pleased to announce that their Las Vegas events will be co-located at the Las Vegas Convention Center, beginnin...

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What's New

GN Diamond unveils Diamond Hunt

GN Diamond unveils Diamond Hunt

Free in-store tool designed to help retailers sell more diamonds

Qualifying a customer’s budget is a common hurdle faced by jewelers and their sales associates on a daily basis. GN Diamond listens to the common pain points experienced by jewelers and ...

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Latest News

NRF says Senate passage of tax reform could give shoppers ‘free Christmas’

4 DAYS AGO
NRF says Senate passage of tax reform could give shoppers ‘free Christmas’

(WASHINGTON) - The National Retail Federation (NRF) welcomed Senate passage of landmark tax reform legislation, saying congressional action on the pro-growth plan is helping boost consumer confidence and that savings from reform could be enough to pay for many families’ holiday shopping.

Readmore

Maximize the store experience

4 DAYS AGO

Jewelers Mutual’s 5 tips to go beyond the sale this holiday season

(NEENAH, Wis.) - We’ve all heard the catch phrase “don’t sweat the small stuff”, but in retail nothing could be further from the truth, especially this holiday season. Facing the busiest time of year and increased traffic, it’s easy to...

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GIA reports well attended Jewelry Career Fair and Open House

10 DAYS AGO
GIA reports well attended Jewelry Career Fair and Open House

(CARLSBAD, Calif.) - GIA’s (Gemological Institute of America) Jewelry Career Fair and Open House drew nearly 900 gem and jewelry professionals, job seekers and members of the local community to the event’s 26th anniversary on October 13. This annual event at GIA’s Carlsbad World Headquarters was bust...

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IGI presents at AliExpress event ahead of Major Chinese Ecommerce Day

10 DAYS AGO

(SHANGHAI, China) - The International Gemological Institute’s (IGI) Shanghai team delivered a lecture at the AliExpress “Double Eleven Jewelry Industry Gold Sellers Training Session” in Hangzhou, China. AliExpress is an ecommerce platform owned by Alibaba (currently the world’s largest retailer).

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American Gem Trade Association GemFair™ and U.S. Antique Shows to co-locate in Las Vegas

4 DAYS AGO
American Gem Trade Association GemFair™ and U.S. Antique Shows to co-locate in Las Vegas

Partnership will mutually benefit exhibitors and attendees

(NEW YORK) - The American Gem Trade Association (AGTA) and U.S. Antique Shows are pleased to announce that their Las Vegas events will be co-located at the Las Vegas Convention Center, beginning in June of 2019. AGTA GemFair™ Las Vegas is a de...

Readmore

Rembrandt expanding U.S. operations to support sales growth of traditional charm bracelet business

4 DAYS AGO
Rembrandt expanding U.S. operations to support sales growth of traditional charm bracelet business

(WILLIAMSVILLE, N.Y.) - Rembrandt Charms is expanding its Williamsville, New York operations to include a new state of the art, eco-friendly electroplating facility. Rembrandt Charms was awarded an Empire State Development Grant by New York State for this project. The expansion is an integral part of...

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GN Diamond unveils Diamond Hunt

4 DAYS AGO
GN Diamond unveils Diamond Hunt

Free in-store tool designed to help retailers sell more diamonds

Qualifying a customer’s budget is a common hurdle faced by jewelers and their sales associates on a daily basis. GN Diamond listens to the common pain points experienced by jewelers and has responded by now offering retailers the abilit...

Readmore

Brad Huisken introduces retail sales training app

10 DAYS AGO

(DENVER) – As retailers face more pressure from online competition, it’s important for brick-and-mortar stores to make the most of every sales opportunity they have. Brad Huisken’s IAS Training provides sales associates and managers with the tools to build customer relationships and increase sales, a...

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Furry friends on the job: Otto from Kester Jewelry store

4 DAYS AGO
Furry friends on the job: Otto from Kester Jewelry store

Otto the laser welding cat is a 4 year old rescue kitty. The second feline featured in our Furry Friends, Otto is the 4th kitty in 45 years to grace the Kester Jewelry store in Craig, Colorado, where he works side-by-side with owner Richard Tyser. 

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Furry friends on the job: Riley of M Lange Pearl Company

12 DAYS AGO
Furry friends on the job: Riley of M Lange Pearl Company

This is Riley. Riley is an 8 1/2 year-old full-sized male standard poodle. He goes to work daily with pearl dealer Norman Lange at M Lange Pearl Company in Oconomowoc, Wisconsin, where he serves as the “office manager.” Norman says the suave poodle is especially excited to greet his female customers...

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The Marketing Minute: Trend Spotting

1 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

 

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The Marketing Minute: Pricing Strategy

2 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

Readmore

The 5 step plan to increased sales

While researching Monroe's Motivated Sequence developed by Alan H. Monroe, and published in his book, "Principles and Types of Speech," in 1962 by Scott, Foresman and Company, I turned up a wealth of information to help anyone who sells for a living.

Before going into my discovery, lets go over some basic tools that any persuader must understand. Monroe captured the essence of communicating effectively with the customer. He may have called his subjects an audience or listener, but our field labels the listener as a customer.

The sequence, as Monroe puts it, has five steps. First we get the ATTENTION of the customer and get him to want to listen. Then we share the NEED of the customer and illustrate an understanding of the problem that we are to help solve. Then we go to the SATISFACTION STEP and indicate how the solution that you offer will attend to his need. Fourth is the VISUALIZATION STEP in which the customer savors and tastes emotionally the successful solution to the problem that you have offered. The customer emotes and sees within a great reward in accepting your solution. Finally comes the fifth step which is the ACTION STEP in which your customer expresses agreement to buy what you have to offer.

While you may do these things unconsciously on a daily basis, business conditions demand a review and continual improvement program by everybody involved in your business. Professional pride has a great deal to do with this and it is important to understand what happens when you sell.

I visited a website called changingminds.org. While explaining how the customer feels in relation to his needs, we plug into the protoplasm we seek to sell our jewelry to. The site referred to a model called "CIN needs." Now think of the customer opposite you and see the term "CIN" translating into "Control, Identity and Novelty."

The customer has all three operating as you speak.
I quote...

  1. "Our sense of control tells us when we are safe and can bend our environment to our purposes." This means that your customer needs to feel in control of the process that he is involved in.
  2. "Our sense of identity tells us who we are, especially relative to other people." How are you communicating and causing your customer to feel as a customer?
  3. "Our sense of novelty tells us that we are learning, improving and evolving. It also helps us compete." Is your customer feeling good as the purchase that you want him to make is considered by him?

 

Selling jewelry is an emotional act. Buying jewelry is an emotional act. Learn about it and begin to own the element of understanding human behavior and needs.


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