With diamond jewelry being one of the few unique product areas that jewelry retail has to itself, it makes good business sense that a reasonable amount of time and attention should be devoted to this. Hence the Diamond Drilldown we will be concentrating on in the lead up to December. If diamonds are not a significant part of your sales then it’s time to ask why.
As a benchmark we recommend the first goal should be to have Diamond Departments Totals of at least 45% of your Total Sales on the KPI (key performance indicator) report. There are already some stores that are achieving better than this, so their target should be 50%. Whatever your current level you always need to be aiming higher.