1. Improve your communication techniques
1.1. Choose your jewellery staff well
I will spend very little on this subject, as you will already know that you should not underestimate the presence of those who will interface with your potential customers. If your goal is to close the deal immediately, it is important that your sales staff knows how to make the people who will enter your jewellery comfortable. The common denominator of any customer is certainly the perception of a clean and tidy environment, with well-kept staff and good communication skills, especially for your target customers who are buying a high quality jewelry product, exclusive and sought after.
Very often those who buy an important jewel must make a gift and, as you well know, in these cases they are always looking for advice. Your jewellery customers need to be listened to, pampered and understood in their needs. Only then they can be really satisfied and, once the sale is over, they will become the promoters of your jewelry, recommending it to friends and relatives.
Remember, moreover, that also the outfit and attitude of your staff influences the perception that the customer will have of your jewelry. Avoid overly informal clothing and, even if clean is more beautiful, it is not necessary to have products to clean the shop always at hand.
1.2. Communicate what you know and, if you don't know, learn
The purchase of an important and precious jewel such as a gold ring or embellished with diamonds, a pendant, a necklace or a bracelet of high jewelry, takes time. Your customer will not always be determined to buy immediately the products you offer, or on the contrary could be in one of those "micro moments" where you have to know how to use his impulsiveness in the practice of buying to complete the sale.
For these reasons it is important to know how to communicate well the product you are selling, and to do so in the most appropriate way and with the most appropriate terms, you must know what you are talking about. Carry out more specific and personalized searches on the products you sell in your jewelry, deepen as much as possible the information about the brands or emerging brands you are selling, on the origin of the diamonds and the creation of the jewel.
Knowing how to communicate the value of a product is something that, you will see, will determine the difference between a person who will make a quick tour among your exhibitors, and those who will spend fifteen minutes of their precious time to listen to your products' story.
The questions will arise spontaneously, creating a pleasant dialogue that will allow the customer to learn something new and enter the fascinating and mysterious world of jewelry and diamonds.
Ask the jewellery companies for information material to support the sale, take part in events and attend training courses dedicated to jewellers.
A good way to fulfill all this is to participate in training days at the jewelry manufacturer. What better opportunity to learn something directly in the place where it is produced?
Get in touch with the production team, learn their history and how the jewel you are selling was born. Only in this way you will be able to tell and pass on your experience to the customer.
2. Improve the presentation of products in jewellery
2.1. Set up your shop window as if it were a jewel
In the jewellery sector, the arrangement of goods significantly influences the customer's choice of purchase and having beautiful, illuminated containers, with consistent lighting and materials is one of the winning steps to attract and maintain the attention of your customers. Don't look at your displays as simple supports, enhance them to the best of your ability and use them as a visual marketing tool!
Do you want to characterize yourself as a high-level jewellery?
If the answer is yes, you will not have to use standard jewellery products, you will have to play with the lights and light the products in a different way depending on their importance, with the arrangement of the products, the displays suitable for jewellery shops and with the advertising material.
The shop window is your business card, as it is the first visual approach of the customers with your products, and for this reason you have to take care of it in every detail. Don't crowd it, leave room for the jewellery and history they can tell. Your customer's experience starts right here.
2.2. The arrangement of jewellery by genre
Within your jewelry store, to be able to sell a product the customer must have it in his mind, and how to make it happen? On average a woman in our country is between 160 and 170 cm tall, so it's a good thing that the goods dedicated to her are at this height.
The least niche merchandise is usually at the bottom, but in the case of a jewelry store you might consider the fact that when a woman enters the store, perhaps with a child, those bracelets and necklaces so colorful could attract his attention, so placing them down can be smart.
The top position is less performing, but it is also the one where, given the height, a man can arrive before a woman with a visual ray. So why not include male creations right there? Bracelets, rings, necklaces or watches, in general what you stock up on to meet the needs of the male user base.
3. Buy products for jewellery
Display, cases and much more
Let's see which jewellery accessories to focus on, or at least the essentials that will help you to take care of and highlight each brand in your store.
3.1. Jewellery display
The display highlights not only the jewel, but also the personality of the same being able to stimulate the imagination of the person when he looks at it.
Whether it's earrings, necklaces, bracelets or diamond rings, each of them needs to be displayed in the right way, and choose the right display will ensure the right visibility to your products: from elegant velvet styles to the most modern ones in anti-scratch materials, the jewelry displays are the product for jewelry that you can not give up.
As far as shape and dimensions are concerned, they can be made on the basis of your requests and customized according to the size of the jewels you intend to display.
3.2. Jewellery cases
In order to highlight your jewelry and your style, you cannot help but have custom cases. These will help you stand out and give you visibility, so you need to pay close attention to your assortment of jewelry cases such as bracelets, necklaces, earrings and watches to bring out your store.
The choice is vast, because the cases are available in many shapes and can also be customised in their closing mode: from the rigid card with bow and central opening to the magnetic closure, you just have to choose the one that best suits your style!
3.3. Jewellery trays
On the display, on the lid or with a wraparound lid, these "boxes" are something that cannot be renounced for any jewellery, as they can be used as real display cases in the shop window or as trays to store and enhance your jewellery. The design of a Couvette is studied starting from the products it will contain, and can be customized for your company in shape and color, through logos, finishes and handmade stitching.
3.4. Jewellery clutch bag
The jewel cases are complementary accessories and are always requested by customers who want an alternative to the case. It is necessary to have these accessories because they are widely used both as gift ideas and by those who want to buy something that can be carried comfortably on the move. Available in different shapes (rectangular, bag-shaped, bag-shaped and others), customizable in material and color drawing on the style of your company.
3.5. Professional jewellery roll
Here is another support tool that helps you to enhance your products, presenting them to the customer in an elegant and refined way. The gold rolls are available in different materials: from imitation leather to soft suede, always extremely finished and with the possibility to be customized with your logo on the outside and on the inside.
3.6. Customized Shoppers
These are a good marketing tool, take advantage of the ability to customize the shoppers you offer with the logo of your jewelry to emerge outside and gain notoriety.
The activities to be carried out within your jewelry are many, but the choice of companies and the best brands of jewelry is the basis for the success of your store. Remember that you can always count on the support that high jewellery brands can give you to improve the sale of your products. Do not hesitate to ask and get in touch with those who can really help you.
The Lenti&Villasco's Team