Sunday, 17 May 2009

Selling Jewelry to Women

- Ideas for selling your jewelry to women clients

It is obvious that as a jewelry designer, a majority of
your target buyers are women. Women love jewelry and women
spend hours and hours deciding to buy and eventually buy a
piece of jewelry. So how do you go about establishing your
jewelry business so that you target your client base? How
do you promote your business so as to attract and retain
your client base? Here are a few tips which will guide you
in establishing your jewelry business, target your client
base (which is primarily comprised of women) and even
retain your client base for a long time to come:

1. Establish a promotional tie-up with a quality clothing
retailer - any customer spending above a certain amount of
money would receive a discount coupon / gift certificate
for your store.

2. How about a vice-versa tie-up with say, a hair salon?
Establish a tie-up with a quality hair salon where women
who buy above a certain price range in your shop would then
receive a gift certificate / discount coupon to visit the
hair salon.

3. The traditional way is also another time-tested method -
be part of a community fashion show, be part of various
women's organizations, and such other fund-raising ideas.

4. Donate gift certificates to charitable causes - this
works especially if the committee members are mostly made
up of women.

5. Target your clients through newspapers - don't ignore
the sports pages or the business sections as modern women
are known to read these sections avidly.

6. Make sure your advertisements are also placed in upscale
fashion publications. Frame such nice ads and put them up
on your store walls in a nice manner.

7. Display the jewelry as it is meant to be worn. Don't
just display them on a pad - put pins or brooches on a
blouse or a scarf and show them off to your potential
clients.

8. Make sure that your staff is well dressed, especially in
the context of the market you are going to target.

9.Organize your displays / merchandise according to the
price range. Don't group expensive items with inexpensive
items. Make sure the price labels are visible to your
clients. If you are not comfortable with visible price
labels, you can put up price range label (From $50 to $70)
on the display case.

10. Show ensembles in different price ranges. This will
allow women with smaller budgets to make purchases in your
shop as well.

11. Make sure that your store hours are favorable for
professional women - it is logical that women won't be able
to shop at your store if your store is open only when they
are at work.

12. Provide for ample parking space around your shop. Make
sure your shop parking area has good security. At late
hours, offer to have a guard escort your women customers
back to their cars.

13. Don't forget that little touches mean a lot. When
customers visit your shop, offer them tea / coffee / cold
drinks in attractive glassware.

14. Make sure your store bathrooms (especially those that
customers can use) are well appointed. Use scented soaps,
guest towels, potpourri - these subtle touches make women
feel very comfortable while they are shopping at your store.

All these ideas should help you with creating the right
client base, and create the right ambience and provide the
right touch of elegance for your store, which eventually
will help you build up your jewelry business.


About the Author:

Mithun Rao, a jewelry professional, holds degree in
gemology and jewelry design from Mumbai and has spent 10
years in the industry (incuding running his own jewelry
shop). With an obsession for gems and precious stones, he
also shares a passion for music, painting and wishes to
explore new places, and understand new cultures. He owns
and manages the gemstones and diamonds site
http://www.gehnabazaar.com