I have several girlfriends who do not yet have boyfriends, but they still know which engagement ring they want. Women want diamonds! The Knot says that almost half of the women who visit their website are not even engaged.
My beautician has a diamond tattoo on her chest. So do a lot of other people I have meet. People love diamonds so much that they put a mere symbol of a diamond permanently on their bodies. When selling diamonds on the road I have passed Diamond BBQ, Diamond Cleaners, and even Diamond Elementary School. People just love diamonds.
Diamonds are an important part of our culture. From school names to song names, diamonds are desirable and coveted. Diamonds are the most universal form of portable wealth. Today, people may not know what their investments are worth. They may not know what their houses are worth. But people feel confident that gold and diamonds have real value.
So here is the good news. You, as a jeweler, are selling something people already want! Other industries have to create a demand for their product. We, on the other hand, are selling something that is incredibly desirable. Not only are we lucky enough to sell something that is loved, but it is also fun to sell! We get to help people celebrate the most important and joyous times in their lives; birthdays, engagements, anniversaries.
The secret to true happiness is being thankful for what you have and jewelers should be thankful we can share in the celebration of happy occasions. In 2013, remember that you are still in business and people still love jewelry. Stay positive and continue to provide beautiful treasures that help people celebrate the most important moments of their lives.
Now, don’t you feel better?