08242017Thu
Last updateWed, 23 Aug 2017 3pm
Masters of Marketing - A century of sparkling insight - Part 3

Masters of Marketing - A century of sparkling insight - Part 3

Part III - Richter & Phillips, Cincinnati, OH

A...

Burglary crew nets $13 million over six years, and counting

Burglary crew nets $13 million over six years, and counting

If you are a jewelry store owner operating in a st...

JA applauds removal of border adjustment tax from reform proposals

JA applauds removal of border adjustment tax from reform proposals

(NEW YORK) - Jewelers of America (JA) welcomed an a...

Jewelers’ affidavit reduces selling scams

Jewelers’ affidavit reduces selling scams

More than six years ago, a former employee targete...

Other News

IDEX Online reports jewelry sales strengthen in June

IDEX Online reports jewelry sales strengthen in June

(IDEX Online) – Sales of fine jewelry and fine watches rose by 5.8 percent in the U.S. market in June 2017, when compared to the same month a year ago, as the graph below illustrates.

Sales were an estimated $6.5 billion, according to preliminary data...

Readmore

Loading...

Industry Events

RJO members buy with “Mile High Style”

RJO members buy with “Mile High Style”

Another successful Buying Show for RJO means big benefits for members

(DENVER) - In early August, the Retail Jewelers Organization (RJO) brought together over 1,200 members and vendors for their semi-annual buying show. This year’s theme was Mile High ...

Readmore

Loading...

On The Move

24 Karat Club SEUS inducts new members, awards scholarships at annual Banquet

24 Karat Club SEUS inducts new members, awards scholarships at annual Banquet

(ATLANTA) - The 24 Karat Club Southeastern United States, a prestigious organization of industry professionals representing leading members from the jewelry supplier sector, welcomed six new members and awarded eleven scholarships at their Forty-Third...

Readmore

Loading...

What's New

Featured Articles

Retailers treat customers to impressive Rolex inventories, thanks to Zimbals’ website link

Retailers treat customers to impressive Rolex inventories, thanks to Zimbals’ website link

With the launch this month of Zimbals’ SwissWatchWholesale.com - the merging of SwissWatchPricing.com and SwissWatchServiceCenter.com - retail jewelers are finding it easier than ever to display hundreds of pre-owned Rolex watches on their websites.

Readmore

Loading...

Latest News

IDEX Online reports jewelry sales strengthen in June

7 HOURS AGO
IDEX Online reports jewelry sales strengthen in June

(IDEX Online) – Sales of fine jewelry and fine watches rose by 5.8 percent in the U.S. market in June 2017, when compared to the same month a year ago, as the graph below illustrates.

Sales were an estimated $6.5 billion, according to preliminary data from the U.S. Commerce Department. The June sales...

Readmore

What can you realistically expect from your Going Out Of Business Sale?

8 HOURS AGO
What can you realistically expect from your Going Out Of Business Sale?

Of the many questions that come up when we initially meet with prospective clients, the one that we spend the most time - and analysis - answering is, “What can I expect from my sale?” After all, for many of our clients, the proceeds from their GOB represent the lion’s share of their retirement savi...

Readmore

RJO members buy with “Mile High Style”

7 HOURS AGO
RJO members buy with “Mile High Style”

Another successful Buying Show for RJO means big benefits for members

(DENVER) - In early August, the Retail Jewelers Organization (RJO) brought together over 1,200 members and vendors for their semi-annual buying show. This year’s theme was Mile High Style, and it was one to remember.

Readmore

Increased attendance and new elements spell success for the Fall 2017 Atlanta Jewelry Show

8 HOURS AGO
Increased attendance and new elements spell success for the Fall 2017 Atlanta Jewelry Show

(ATLANTA) - Attendees of the Fall 2017 Atlanta Jewelry Show enjoyed three days packed with new products, new inspirations and expert advice, and were introduced to new programs and services designed to keep attendees engaged and informed beyond the trade show experience.

Readmore

24 Karat Club SEUS inducts new members, awards scholarships at annual Banquet

7 HOURS AGO
24 Karat Club SEUS inducts new members, awards scholarships at annual Banquet

(ATLANTA) - The 24 Karat Club Southeastern United States, a prestigious organization of industry professionals representing leading members from the jewelry supplier sector, welcomed six new members and awarded eleven scholarships at their Forty-Third Annual Banquet held at the Atlanta Country Club o...

Readmore

John Ford continues award-winning streak with 2017 AGTA Spectrum Award

8 DAYS AGO
John Ford continues award-winning streak with 2017 AGTA Spectrum Award

(GALVESTON, Tex.) - John Ford triumphed again in two categories in the American Gem Trade Association’s 2017 Spectrum Awards. Ford won Platinum Honors in both the Evening Wear Division and the Business/Day Wear Division. The Spectrum Awards is said to be the Oscars of the jewelry industry - the most ...

Readmore

Ed Levin Jewelry introduces the new Twilight Collection

7 HOURS AGO
Ed Levin Jewelry introduces the new Twilight Collection

(CAMBRIDGE, N.Y.) - Ed Levin Jewelry’s new design collection, Twilight, explores the wonder of nightfall.

Readmore

Kindred Keepsake personalized jewelry with 3D engraving

7 HOURS AGO
Kindred Keepsake personalized jewelry with 3D engraving

Kindred Keepsake is excited to introduce 3D engraved images to their line of personalized jewelry. This comes after months of testing to create a perfect raised image that has a precise, eye-catching appearance. The most distinguished difference between these 3D engravings and standard image engravi...

Readmore

Furry friends on the job: Harley, of JR Brushert Jewelers

7 HOURS AGO
Furry friends on the job: Harley, of JR Brushert Jewelers

This is Harley, a 4 lb. yorkie who works with Deb Brushert at JR Brushert Jewelers in Wausau, Wisconsin. Harley is loved by customers, who often call to make sure he will be there on days they plan to come in to pick up repair work or such. Sometimes they even bring family/friends to meet him. He lo...

Readmore

Furry friends on the job: Kozzi of Norridge Jewelers

8 DAYS AGO
Furry friends on the job: Kozzi of Norridge Jewelers

Meet the hostess of Norridge Jewelers in Norridge, Illinois.  Kozzi has been greeting customers for seven years. She has made such an impression on her customers that they return bearing gifts - dog treats! She loves her job and puts a smile on the face of everyone she meets - whether in person or o...

Readmore

Need business? Go fishing in your own pond

Do you want to do more business than you ever dreamed of, with less effort, and have more fun than you have ever had? It's easy, and the greatest part is that you have already done most of the work!


I'm going to let you in on a secret: You already have a pond stocked with customers, and they are just waiting for you to get their attention! They already know and trust you; it's just a matter of taking a hard look at your customers' needs.


My father always told me you never catch the fish you see; this is true, except in sales.

 

In my 25 years of training and working with jewelers, I have noticed that the most successful stores in the country are using a kind of secret bait - and they are generating a lot of business.

And what is the secret bait? Good old-fashioned customer service! It's probably what you did when you first opened your store. There are stores that inspire me by going over and beyond ordinary service, even flying customers in to show them a diamond they picked out for them - sometimes over 5 carats! A bit extreme? Yes, but you can offer exceptional service in everyday transactions also. It's based on relationships that you have created over the years. Here are three easy steps to start catching more business from your pond:

  1. Have both you and your employees each select three customers with whom you have a great relationship.
  2. Each of you picks out a piece of jewelry that you know they will love. You can base this on a previous purchase they have made with you.
  3. Now send a picture of that piece of jewelry to your selected clients with a note telling them that you thought of them today and you'd love to have them stop by and see the jewelry in person.

 

Your pond is full of clients and by extending customer service beyond the sale; you can increase your repeat business. Your current customer base is full of clients that already know and love you. Now it's up to you to do the work and start reeling in the business.

Happy Fishing!

Ivan Levi is celebrating his 25th year in the jewelry industry. He is president of Ivan Alan Jewels and Ivan Alan Solutions. His sales training seminars are heard throughout the country at trade shows and at in-store meetings. To contact Ivan for seminar information, call 800-235-1918.


Columnist


×