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Romancing the Jewelry Shopper
These jewelers know a tiny ’bout love (and infant they can surmise the rest.)
Great love makes a good fable (meditation Romeo and Juliet, Odysseus and Penelope, Lady and the Tramp), and fine jewelry frequently activities a character in production romantic relationships even sweeter. What romantic anecdote doesn’t contain some arrange of jewelry present,0? From the Hollywood elite to the neighbor next gate, love drives sales of many a diamond pendant, couple of earrings, necklace of pearls, and each diamond engagement ring sold.
Jewelers know a lot about love-it brings customers via their doors every day. Without love tiffany as the main motivator behind sales, most might not ever happen.
To that end, JCK celebrates that powerful feeling and driving compel in our business: love and legend. They are responsible for the sale of wedding bands, birthday bracelets, annual necklaces and three-stone rings, push presents, “just because” gifts, and “get out of the doghouse” offerings, all of which give jewelers a maintenance and the rest of the earth a shot at happily ever later. Here’s to the jewelers who steer home the legend message and spread that “loving feeling” year circular.
IN-STORE WEDDINGS
-Josh Halpern, Albert’s Jewelers, Schererville, Ind.;
-Leon and Mark David, Ben David Jewelers, Danville, Va.
Fred Halpern, owner of Albert’s Jewelers, married his wife on Valentine’s Day. Years latter,0, when Halpern was celebrating a milestone anniversary, a friend who was a justice of the peace offered to renew the couple’s wedding oaths. The proposal was open-ended, granting the Halperns to renew their vows with six other couples exchanging theirs for the first time. And with that anniversary party an annual store event was born.
For over 15 years, in-store marriages have been a Valentine’s Day staple because Halpern and his staff. As members of the Leading Jewelers Guild, Halpern and his son Joshua shared their in-store marrying event idea with other retailers, including Leon and Mark David of Ben David Jewelers. Both stores have become synonymous with in-store Valentine’s Day weddings with the David brothers act their fourth next month.
From flowers, photographers, and a judge of the peace (or pastor) to champagne, cake, and food, the bangles necessities of a wedding and a reception are wedged into 30 minutes. Partnering with local patronize industries provides a complete wedding-day experience for the couples and also minimizes costs.
Each store does the weddings a little differently. Halpern and his staff bring in three justices of the peace with the aim,0 of marrying 25 to 30 couples, more if possible. The David brothers bring in one justice and schedule about 12 couples.
Both stores have lounges that become into extemporaneous wedding and reception areas. Near the behind of Ben David Jewelers’ Danville, Va., store is a customer lounge with a big,0 brick hearth and mantle built into a corner space. Furniture is cleared from the sitting area, and the adjoining beverage area allows drinks and food to be served.
At Albert’s Jewelers the 15-foot by 15-foot customer lounge is converted into Chapel de Fred, where the wedding ceremonies and receptions bring,0 place. The store has a hardwood floor area that features as a dance floor.
Both jewelers aggressively promote the events, prologue their stores to customers and others. The in-store weddings garner medium consideration, as television and radio stations as well as weeklies look in feel-good Valentine’s Day stories.
People from many walks of life take convenience of the services offered by the Halperns and the Davids, including couples renewing their vows as well as first timers. “Some couples show up in trousers and casual clothes,nike air max 2003 white, while other couples get married in tuxedos and orthodox wedding dresses,” says David. “We’ve even had a policeman and nurse married in their uniforms.”- PH
CHIEF ROMANCE EXPERT
-Craig Husar, Lyle Husar Designs, Brookfield, Wis.
Three years antecedent, Craig Husar became a Hearts On Fire dealer, learning a new way to sell diamonds. “It was a huge paradigm shift for us,” says the premier of Lyle Husar Designs. “To truly romance a diamond, it necessitated no facts or figures at all; we were selling the sizzle behind the product.”
Down from the countertops went Husar’s microscopes and away went his GIA designs. The second-generation jeweler even began joking with customers that his job was more about selling romantic ideas for couples than jewelry-an idea that he took a step further by emblazoning business cards with the caption Chief Romance Expert. Husar enjoyed seeing customers’ responses as they read the card. “Consumers would smile a knowing laugh, because they understood why [that title] was there. The quite notion of giving a chip of jewelry to a loved one is romantic.”
As the economic tanked and opponents lowered prices, Husar held firm on his prices and sharpened the romance rings information even extra (his store label line is “Where women get into trouble and men get out of it”). He redesigned his cache apt trait private consultation areas tucked away in discrete edges and set up seating to accommodate 2 as long as and encourage intimate chats. Curved cup display cases are etched with words favor intoxicating , unforgettable , and always to subliminally recommend mythological concepts, and Husar’s salespersons became storytellers to help build connections with merchandise. Sales presentations even include directions aboard how to present gifts to recipients. “I have salespeople repeat pertinent stories to their purchasers like,0 an instance of how someone particular,0 was given at others,” Husar says.
Fans of Lyle Husar Designs on Facebook are encouraged to post names of romantic restaurants and melody titles, and a recent promotion dared purchasers to sbring an end to ... love stories for a contingency to obtain a Tacori double center pendant. Husar read all 75 entries, and so did his sales force.
“I attempt to help [my salespeople] know how they’re making an impact on people’s lives,” Husar says. “People come to us on a weekly basis to thank us for helping them give a gift in a peerless and unforgettable way. Prior to the [romance] campaign, [Lyle Husar Designs] was idea,0 of as a jewelry store destination, but now we are the place to come to celebrate romance and romantic occasions.”- JH
PROPOSAL PLANNING KIT
-Ronda Daily, Bremer Jewelry, Peoria, Ill.
Ronda Daily has a fixed plan at her store. A marquis buying an engagement ring can’t quit Bremer Jewelry without at fewest some idea of how to propose to his intended. Daily is so devoted to creature a romance-friendly store for men namely she recently had the store repainted in ruddy and brown color schemes. “Guys find out,0 these colors comfortable and relaxing,” Daily says.
Daily and her predominantly woman staff know a woman’s expectations when a man opens a small ring box. “When a woman tells her friends she got busy, they ask two questions,” says Daily. “First, they want to penetrate the ring, and then they want to know how he proposed.”
The Peoria, Ill., jeweler is as zealous approximately proposition maneuvering as she is approximately the jewelry that takes heart stage while,0 a gentleman pops the question. The proposals that she’s helped arrange sprint the gamut from romantic and intimate to humorous and offbeat.
Daily works well with her customers’ ideas,cheap air maxes, which have included a man dressing up in a monkey costume with a sign reading “I’m monkey over you” and contacting the manager at a couple’s favorite restaurant and adding some personal units to a special supper menu and romantic touches during the meal. But like any good coach, Daily also has a number of strategies in her playbook.
The Proposal Planning Kit was amplified for Daily and her staff by Fruchtman Marketing. Designed with a football theme, the 24-page outfit contains anything from product information on diamonds and expensive,0 metals to a cloud of wedding proposal ideas. It concludes with a checklist to make sure a juvenile accuser is dealing with a reputable jeweler, whether brick-and-mortar or online.
Even the most romance-challenged guy can’t miss with the wedding proposal necessaries in Daily’s portioning gift bag: a bracelets of champagne, two flute glasses bearing the store’s name, a chocolate bun in a decorative box, and two small plates. “With that a fellow can’t muddle up,” says Daily. ”
The most fun Daily has had was helping a romance-challenged man be “that guy” with an ber-romantic proposal. Daily systematized a dinner at the restaurant where the couple had their first appointment. A wagon was outfitted with a portable CD actor so he could propose with “their song” playing in the background. Flowers additional the final romantic touch to a moonlit ride forward a river.
Another favorite was a proposal for a man who wanted a sequence of pictures showing his fiance’s reaction to his proposal. Daily helped prepare a photo shoot with his girlfriend’s dog. A box on the dog’s seize held the ring. When she opened the box the photographer shot a fast array that arrested her jubilation, second by second. “The resulting sequential images when framed were very special,” says Daily. “I still can’t trust it worked out as well as it did.”- PH
BALLROOM FOR BRIDES
-Anfesa Matthews, Anfesa’s Jewelers, Garner, N.C.
Anfesa’s Jewelers’ recent store upgrade makes sense when you consider the store’s mantra: “The wedding begins and ends with a ring.” This is why the 17-year-old business moved from a strip mall in a outskirts of Raleigh, N.C., to a newly built freestanding 20,000-square-foot romance destination in Garner, N.C. The store includes a ballroom and banquet facilities, jewelry showroom, and day spa. Store owner Anfesa Matthews built it to provide residents with an aesthetic, fairy-tale-like venue as grand as falling in love itself. “Romance is how we sell our product,” she says. “People are buying jewelry for the folk they love.”
The doors of Anfesa’s Jewelers and the Grand Marquise Ballroom opened Sept. 1, 2009, astounding residents of the town of 26,000 so much that they questioned their humble hamlet as the most sensible location. “People mention, ‘You put this in Garner?’” says Matthews.
But she did, intending to make visitors feel like royalty. This is why the ballroom is outfitted with 6 7-foot-tall crystal chandeliers and 11 4-foot-tall walls sconces, a 20-foot by 20-foot cruel disco ground, private dressing quarters for the bride and groom, and colored lights that coordinate with bridal party attire and accessories. A full kitchen allows brides to bring in their own caterer or choose,0 one that contracts with Matthews, as,0 a 2,800-square-foot day spa enables everybody in the party to relax before the festivities. (Matthews sublets the space to professional knead therapists and hair and component experts who work their sorcery on patrons.) The pice de rsistance is a sweeping staircase flanked by marble columns that leads to the banquet area and dance floor. “The ballroom looks like it was ripped out of Gone With the Wind ,” the landlord says proudly.
Everything from rings, bridal party gifts, reception space, and cake topper can be purchased at the new location. The ballroom can hold 425 people, and not fair wedding guests. (Matthews hosted a tea party in October to jot Breast Cancer Awareness Month.)
A dividend for brides: They be able to,0 hire high-end jewelry to wear on their wedding day. “The idea is to sell cufflinks, of course, merely not everyone can furnish a $25,000 necklace,” says Matthews. “My vendors help us treat our customers just like Hollywood stars and New York socialites by borrowing high-end pieces.”
Word of the new speck has scatter to some of the state’s maximum illustrious dwellers. According to Matthews, Miss North Carolina has booked her wedding admission at the ballroom. Matthews expects more North Carolinians to follow suit. “People are forever working to turn,0 marital,” she says.- JH
VIP TREATMENT
-Steven Singer, Steven Singer Jewelers, Philadelphia
Steven Singer is out to dwindle the ratio of customers who purchase an engagement ring at a jewelry store and don’t return for the wedding bands-or whichever other jewelry.
Five or six times a year, usually on a Sunday, the owner of Steven Singer Jewelers invites to the store recent engagement-ring customers for a day of indulging and what he shrieks “the most fun you’ll ever have buying a diamond.”
Food and revivals are served while customers move from case to circumstance looking at wedding bands and other jewelry. Treats for the couples include a free engagement photograph by Shea Roggio Weddings and a horse-drawn carriage ride by the 76 Carriage Company, which also does carriage rides for the jeweler every Wednesday night.
Mixing romance with fun, the store also holds raffles. “We mainly give away swag from local sports crews,” says marketing manager LeeAnn Jacobs.
The memorabilia cater a course to subserve new accumulations and the latest designs. In late October the store’s fall event featured ########## settings for diamonds. “This is a new prongless setting that allows the diamond to be set in such a direction that the stone can be viewed from every angle,” says Jacobs. “The diamond literally gleams no stuff what angle you look at it.”
Singer has held large-scale events for five years and smaller variations on the theme for 29. On mean, 100 couples attend, but Valentine’s Day and spring events fascinate slightly more amuse.
“It has been a real boon for us,” says Jacobs. “Over the years, we’ve seen a colossal addition of couples returning to Steven Singer Jewelers for their wedding jewelry, and that means we have a greater chance to keep them as customers throughout their lives attach.”- PH
FREE HONEYMOON
-John Carter, Jack Lewis Fine Jewelry, Bloomington, Ill.
In October, John Carter, owner of Jack Lewis Fine Jewelry, began a new ad movement that may guide to a new store policy: Every couple that buys an engagement ring receives a free honeymoon.
Through an employee-incentive corporation based in Canada, Carter is competent to give away a three-day honeymoon to Las Vegas, Cancun, or on a journey boat, at a cost of $200. Carter estimates that a couple’s discerned amount of the trip is five times that quantity. That prescience usually stops all discussions of discounting the jewelry.
“I really save money by giving the honeymoon away,” says Carter. “The giveaway also saves us from having to must consult reducing the amount of the ring during the associate’s sales presentation to the customer. And the free honeymoon has more of a lasting clash on the customer’s wedding-day memories, instead of a one-time discount on the daytime they purchased the appointment ring.”
Carter is promoting the free honeymoon with billboard taglines such as “We’ll drift your cruise ship.” He’s also airing ads on local radio stations and using Facebook to get the word out.
To help create the occasional and easeful context that Carter prefers, he reserves a wide range of servant and imported beers on hand for consumers, with an emphasis on exotic Belgian beers. “When a couple comes into the store we always attempt them a beer or a beverage or however drink they ambition to make the sale presentation feel like a conversation between friends over a drink,” says Carter. “It truly helps demilitarize the entire diamond selling process.”- PH
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