News and Views from the 24 Karat Club Southeastern U.S.
I spend a lot of time at the gym on the stationary bike. And, although it doesn’t exactly work off the beer and pizza I have on the way home, it does give me the opportunity to talk to my fellow gym rats about things other than the latest news in the jewelry industry.
One night, while pedaling away and watching the game, my friend Robin got on the bike next to me and, after a few minutes, posed an interesting dilemma. It seems that he had been pursuing this one girl for quite some time, and she finally agreed to out with him. He had made reservations for dinner at a nice place in town, but he needed my opinion on one important detail. He had a coupon for a free dessert, and didn’t know whether or not he should use it on this first date.
Naturally, I was flattered that he came to me with this problem. Nobody loves dessert more than me (hence all the time on the bike), and if its free, that makes it even better! But, if he uses the coupon, he comes across as cheap. Don’t use the coupon, and they’ll miss out on dessert, or they’ll order a dessert which he won’t be able to enjoy because it should have been free.
After some thought, I knocked the resistance down on my bike a few levels and gave him my answer. “It’s all in how you present it! If you order dessert, and try to sneak the coupon in when you pay the bill, you will look cheap! But, if you say, ‘You know, I don’t normally order dessert, but I just got this coupon, so why don’t you pick something for us to share?’, I think you can pull it off and be gallant at the same time.”
Naturally, that got me to thinking about our jewelry industry and how important the “presentation” is. How often do the dogs in your showcase lay there longer than necessary because you no longer have the enthusiasm to show them? Maybe that slightly out of date pendant needs a more modern chain to make it more contemporary, or a vintage chain to make it more “retro.”
I remember a friend who had a diamond sail-boat pendant sit in his case for years. One day, he paired it with lunch for two at the seafood place down the block, and sold it that week!
Every summer, The 24 Karat Club presents to its membership and the jewelry industry its Retailer of the Year. An outstanding proprietor is recognized for their service to the community, or perhaps for over-coming a hardship, or for some other note-worthy achievement. If you or someone you know should be considered for The Retailer of the Year award, please let one of your 24 Karat Club member vendors know about it. We would love to hear your story, recognize you, and present you to our industry.
And yes, dessert is included.
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