THE CENTURION'S MISSION: SALES MAY-JUNE 2022 VEGAS PREVIEW BOOK

Luxury

HOWARD HAUBEN, THE CENTURION EDITOR-IN-CHIEF/PUBLISHER

WELCOME LETTER

An Awesome Combination!

Better Jewelry Retailers do many things but absolutely always do these two:

1) Look for exciting new products to present in their store.

2) Work hard to continuously improve their sales processes and results.

The May-June 2022 issue of MISSION: SALES is all about both key Retailer efforts, making it an Awesome One-Two Combination to serve your current reading needs.

Las Vegas Preview Listings

Many better Retailers will be heading to Las Vegas in June to work on Holiday Buying, Merchandising and more. To make your life easier, we have listed all Exhibitors from CENTURION South Beach; THE CENTURION JEWELRY SHOW; and JEWELLERY GENEVA.

For your convenience, because we know so many are important suppliers for top Retailers, in the front portion of this magazine we provide an alphabetical list of their booth numbers at Luxury By JCK, The Couture Show and JCK Las Vegas. And we lead off the section with convenient show schedules.

MISSION: SALES May/June 2022

The rest of the magazine is devoted to your ongoing mission for better and better sales efforts and results. You can read more than 10 wonderful sales and related articles hand-selected by our editorial team, including: “Diversifying Sales Strategies to Adapt to the New Normal”; “Selling the Difference Between A Watch and A Timepiece”; “You Can Stop Discounting Now. Here’s Why” and many more.

Plus an extensive Hot Sellers Product Section!

We hope you enjoy this issue, have a good look at the advertisements that make it possible, and as always, we wish you continued great merchandising and selling success!

Howard Hauben Editor-In-Chief/Publisher

Keliki Bangle

Silver Jewelry: Over $1,000

Serendipity Bangle

Silver Jewelry: $501-$1,000

THE WINNER OF 5 JCK JEWELERS CHOICE AWARDS! PLUS THE 2022 INFLUENCERS’ CHOICE & 2022 EDITORS’ CHOICE

Marapi Bangle

Silver Jewelry: $500 & Under

Bella Bar Necklace

Mixed Metal Jewelry: $2,500 & Under

Paluweh Bracelet

Men’s Jewelry: $2,500 & Under

REQUEST A COPY OF OUR 2022 CATALOG AT WHOLESALE.SAMUELB.COM

ENJOY OUR GUARANTEED SALE PROGRAM

Try our line for up to 6 months, and return if not satisfied.

JCK, LUXURY, COUTURE LOCATIONS FOR CENTURION EXHIBITORS

We hope you'll enjoy this alphabetical listing of your favorite Centurion exhibitors and their Vegas Show locations. First, check out this quick preview of three Vegas shows (use the QR code for each one for more information) followed by the listings pages.

LUXURY SHOW BY JCK

The Venetian

Invitation-Only

June 8-9

Open to JCK Attendees

June 10-13

Wednesday – Sunday 9:30 am – 6:00 pm

Monday 9:30 am – 4:00 pm

The jewelry show that defines Luxury.

An ultra-curated and exclusive jewelry buying experience, Luxury caters to the niche, high-end jewelry market. Only the most prestigious and affluent jewelers are invited to this two-day program of appointments, relaxed networking and amenity-packed shopping experience. Luxury provides the most distinguished place to do business in a high-end, secure environment.

Luxury is a trade event for jewelry industry professionals only.

EXHIBITORS IN VEGAS!

JCK SHOW

The Venetian

Friday, June 10, 2022 to Sunday, June 12, 2022

9:30 am – 6:00 pm

Monday, June 13, 2022

9:30 am – 4:00 pm

JCK Las Vegas is North America's most iconic jewelry buying experience, featuring the most diverse mix of suppliers and products from round the world. Leading jewelry professionals attend JCK to discover what's new, next and meaningful to their business through unique, personalized experiences. JCK is where the jewelry industry comes together to do business, network with colleagues, and make personal connections with those who share their passion for jewelry.

THE COUTURE SHOW

Wynn Las Vegas

Wednesday, June 8th

5:30 pm - 8:30 pm

Thursday through Saturday, June 9-11

9:30 am - 6:00 pm

Sunday, June 12th 9:30 am - 4:00 pm

The world’s most exceptional curation of designer fine jewelry and luxury timepieces.

COUTURE is held annually at the luxurious Wynn Las Vegas, and is the most exclusive and intimate destination for the designer fine jewelry and luxury timepiece market. Catering to an elite community of renowned heritage brands, emerging design talent, the finest retailers and award-winning media from around the globe, COUTURE is the premier event where the jewelry industry gathers to connect, collaborate and conduct business.

M ERCURY R ING

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fanajewelry.com

LUXURY 813

11 Great Retail Promotions Better Promotions = More Sales

Merrick, NY—2021 saw no shortage of clever jewelry-store promotions and innovative sales and marketing ideas. Here are a dozen that stood out:

Several jewelers have discovered that upscale sports sponsorships garner widespread name recognition, cheaper than buying naming rights to an arena but with the benefit of having the store name repeated over and over any time the sports event is discussed. Even more so if it’s a charity benefit game.

1. For the second year in a row, Wendel's Diamond Jewelers hid 50 holiday presents in downtown Lancaster, OH for the public to find. Finders took their boxes to the store to receive the item, such as gift certificates, bracelets, Pandora jewelry items, and more.

2. Molly Brandt, a jeweler in New Hampshire, created a personalized bracelet for a friend newly diagnosed with breast cancer. That gift ultimately sparked a new direction for her business and a new idea for a product line.

3. Jenny Melissa Rodriguez, owner of Pure Life Jewelry in Tempe, AZ, hosted a pet adoption event at her store. It wasn’t just a typical portion-of-proceeds benefit sale: both two- and four-legged guests got to mingle at the store and hopefully become family. Top image this page.

4. Jeff Dennis Jewelers in Gardendale, AL, started a friendly war of words with his nearby Chick-Fil-A store, owned by a good pal. Dennis put up a sign saying his new drive-through was faster than the restaurant’s, while Mike Holmes (not the HGTV star), the ChickFil-A owner, retaliated with his own sign saying overflow parking was available at the jewelry store. Then Chick-Fil-A’s cows planted “Eat Mor Chikin” in the store’s yard and Dennis planted “Buy Mor Diamonds” on the restaurant’s lawn. Middle and lower image this page.

5. For three days, customers were invited to take a shot at cracking Huntington Fine Jewelers’ vault to win $100,000 cash in a giveaway to celebrate the jeweler’s 34th anniversary. Customers were invited at any of three locations to guess the combination of the jeweler’s vault. If it opens, they win a $100,000 cash prize.

6. Stall Jewelers in Round Rock, TX, one of six stores to have a vehicle crash into it this year, used humor to announce its reopening after the damage was repaired. “By the way, we do have outdoor parking,” read its ad. Top image right page.

7. Customers of Robert Haack Diamonds in Milwaukee, WI, were doubly happy when the Milwaukee Bucks won the NBA Championship, because they got back money on their jewelry purchases. The jeweler, with two locations in the Milwaukee area, bet on the team big time with a promotion that if the Bucks won the title, they'd reimburse all jewelry purchases made by July 10, ranging from $200 up to $5,000.

8. Another jeweler making a big bet was Mitchell’s Jewelry of Norman, OK, who promised to donate $50,000 to a local theater if it snowed at least one inch on Christmas Day. But a portion of proceeds from all purchases made at the store from December 1024 will be donated to the theater no matter what the weather.

9. Lewis Jewelers of Houston, TX, launched Legacy, an in-house bridal brand inspired by three generations of the Lewis family. Legacy features engagement rings and wedding bands in varying price points to appeal to women of all ages. Fruchtman Marketing created a TV commercial, billboard, store signage, brochure, and digital advertising to support the launch, bolstered by bridal events at both Lewis Jewelers stores. The TV commercial features three generations of Lewis women talking about their engagement rings and what they represent. Image below left.

10. Every year, Zachary’s Jewelers of Annapolis, MD hosts a Mothers’ Day jewelry design contest for fifth-grade students in the Annapolis area. School children design something special for their mothers on paper and the jeweler makes the winning pieces into real jewelry to present to the winners’ moms. Image below right.

11. Marks Jewelers in Montgomeryville, PA, got very lucky when the NBC affiliate in Philadelphia decided to feature the jeweler in its “In The Name Of Love” series about supporting small businesses throughout the region in advance of Valentine’s Day. Marks owner Jim Brusilovsky did a 3:30 minute virtual interview with NBC10’s Lucy Bustamante, in which he outlined all the creative ways the jeweler has adapted to selling in the pandemic—including not just curbside pickup but installing lockers outside the store for customers who want a 100% touchless interaction.

Social Media Selling?

How Retail Salespersons Are Becoming Social Media Influencers

New York, NY--Imaging selling $150K worth of jewelry through Instagram without meeting the buyer — that's what Cesar Callejas did in 2012 for a Tiffany store.

A Modern Retail blog post talks about how Callejas, who had worked full time at a Tiffany store in Texas since 2010, earning most of his salary through commissions, decided to market jewelry products online.

And when that piece sold, Callejas realized it was just a start.

Since then, he shared more jewelry pictures online. And when he finally quit his job to start his jewelry line, his social presence had reached a point where 30% of his sales came through Instagram.

Modern Retail writes that Tiffany realized the process was a success and circulated a memo to its employees to do the same.

A decade has passed promoting products online has become commonplace. Salespersons still realize the value of marketing products on social media. Dan Hull, a senior affiliate and influencer manager at the influencer agency Silverbean, told Modern Retail that even the staff at beauty counters of promising businesses come with a social media following.

Larger corporations, as per the article, are using a similar approach.

Walmart, for instance, is releasing a new app to around 1.5 million U.S. workers, which will enable them to earn bonuses by promoting products sold at Walmart.

“What we’re seeing is a lot of retailers are taking their in-store associates and assigning them to digital responsibilities,” said Ben Rodier, co-founder of Salesfloor. “They’re essentially assigning them to do the work of connecting digitally with customers.”

Read the full story at: https://tinyurl.com/MissionSalesInfluencers.

JAMES (JIMMY) DEGROOT, JEWELRYSTORETRAINING.COM

RAVE: The Acronym Jewelers Will Want To Live By

Green Bay, WI--Sixty percent of working Americans today say they’ve left a job, or considered leaving a job, because they didn’t like their direct supervisor. Now this is according to a survey from human resource consulting firm Randstad US.

So while business is fantastic right now, from what I’ve seen, the biggest problem for jewelers and all relational selling businesses is PEOPLE. We either don’t have enough of them or we can’t keep the ones we’ve got. So it would behoove you as owners and managers to take a good hard look at your business model and more importantly your management style and ask yourself, “Am I the Problem?” or “Could I do better at managing my team?”

In his book Creating Magic, Lee Cockerell, vice president and manager of many Disney properties uses the acronym RAVE. Respect, Appreciate and Value Everyone.

One example he used was early in his life, he was a grease boy at a large hotel that had a burger joint inside. He was treated like dirt but HE knew in his heart that if he didn’t collect the grease, burgers could not be made. No burgers, no customers. No customers, no restaurant. What a great attitude about the importance of every job, every position in our companies.

How do you show your team that you respect, appreciate and value them? And I wonder, if we had the opportunity to find out the REAL reason some good people have left our stores, what would that be? Make it your goal this year to have a RAVE attitude toward your team and do whatever you can; attend a seminar, buy a book, listen to a book, anything you can do to grow as a leader. Determine that you are going to be a better leader and grow a beautiful store culture so that people will not want to leave and people will be knocking down your door to work for you.

So just do a little self-analysis right now and ask yourself, ‘What do I need to change in my personality or management style to create a RAVE environment at my store?’ Go after it! You’ll be a better person for it and the ROI will pour over in so many ways.

Making Customers Happy They Gave You Their Cell Phone Number

Green Bay, WI--How do you feel when you’re sending that communication to customers? Are you thinking “They don’t wanna hear from me?” or is it more like, “She’s expecting my text and I can’t wait to tell her…?”

I think a big reason we don’t dive into a purposeful clienteling program is because we haven’t set our customers up to want to and expect to hear from us outside of regular advertising. In order for our clienteling to be successful we need to get them to ask us to reach out to them in the future.

So the old way we can do this is: “Thanks Peter for trusting us with your purchase, I know Margaret is going to LOVE this ring for your anniversary. Come see us again when you need anything else.” Ok… not too bad. But we’re putting the burden on him, his memory, his proximity to you and his willingness to buy jewelry for the next event. I don’t know about you, but I don’t like those odds.

So, let’s try this another way. “Thanks Peter for trusting us with your purchase, I know Margaret is going to LOVE this ring for your anniversary, I’ve got your mobile number so would you like me to text you in June before her birthday?” or “Thanks Peter for trusting us with your purchase, I know Margaret is going to LOVE this ring for your anniversary. Hey what's the best way to shoot you a quick reminder about those matching earrings for her birthday in June?”

What did I do there? I got his permission to contact him in the future. He knows how I’ll be contacting him, he knows when AND he knows it will be about something SPECIFIC… her birthday. Now, he could be on a cruise in the middle of the ocean or at work in a meeting but when you send him that text… he’ll welcome it. Developing a good clienteling program isn’t going to happen overnight.

It’s going to take some effort and intentional habits. Let’s get our clients to ASK us to contact them in the future with those three important bits of information, how to do it, when to do it and about a specific subject. That’s the magic formula for getting them to expect to hear from you.

JCK 5123

Tried and True Strategies!

Three Ways To Increase Sales

Green Bay, WI--If you’re a salesperson and your sales are…let’s say..ho hum? There’s three ways you can increase your sales.

First, your problem might be traffic. Are you spending your day in front of customers or are you spending a lot of time doing nonselling activities. Well, if you’re not in front of them, you need to get more people in front of you. And you can do that with purposeful, consistent outreach activities. Social media, emails, handwritten notes, phone calls, texts. You get the idea. Continue your relationship and discussions with folks in a way that’s meaningful and relevant to them… and not salesy.

The second way to increase sales is to sell TO more of the people that are already coming in. Maybe your sales presentation needs some help. Do you know the key questions? Are you talking more than listening? Just remember, he who does the most talking ends up with the product? Or how about your product knowledge? How well do you know each product’s features and benefits AND are you finding out what’s important to them about the product they want?

If you don’t know what’s important to them, then how can you possibly make them happy. You’re just shootin’ in the dark.

And finally, you can sell MORE to the people you’re already selling. Don’t be so quick to run to the register and ring them up.

Listen to THEM tell you about what they want and how they want to use it. If it’s jewelry, find out about the rest of his or her jewelry wardrobe, what they might be looking for next, when’s the next special occasion? Do they need one for work and for play? Do they collect watches? What do I need to keep an eye out for ya? Often we give our customers an incomplete experience by selling just one item rather than listening to their true needs.

If she’s a bodybuilding trainer and wants to wear her ring to work, it’s probably not a good idea to send her off to work with an 18 karat yellow gold custom ring with tons of melee and baguettes like I did. I should have sold her the diecast woman’s plain band for her to wear to work and wear the custom ring…. anywhere but work.

Slow down a bit, listen to your customers and look for ways to more fully serve them and delight them. Be their expert and tell them what they’ll need. There you have it. The three ways to increase sales. Get more people in front of you, get better at selling them and sell more TO the people you’re already selling.

As a sales professional, it’s your job to stay motivated and always be growing. Recognize those areas where you need improvement and go after it. Life’s too short for mediocrity.

By Hedda Schupak, Contributing Editor, The Centurion

Declutter Your Jewelry!

Help Your Clients Build A Capsule Wardrobe

Merrick, NY—These days, just about everyone is trying to declutter. Multiple books, TV shows, and social media groups are dedicated to it, such as Marie Kondo’s renowned Japanese Kon-Mari method, where you only keep the things that spark joy in your life. The Facebook group called 40 Bags in 40 Days grew out of an annual Lenten challenge to clear out a bag of clutter a day for the period between Ash Wednesday and Easter every year.

Coupled with a steadily growing consumer concern for sustainability, it’s not surprising that people are focusing on paring down their possessions and their wardrobes to a “capsule,” or a limited collection of items that offer versatility and timeless style and can be worn over and over but still look exactly right. Besides sustainability, it also just makes getting dressed a lot easier.

There are multiple iterations of a capsule clothing wardrobe (although it’s just about guaranteed all of them will contain some kind of white shirt, dark blazer, and blue jeans), but there are, I think, fewer examples of a capsule jewelry wardrobe. Over more than three decades of tracking jewelry style trends, I can vouch that the list of jewelry wardrobe essentials hasn't changed all that much over the years. A tweak here and there--and the basic strand of white pearls is no longer on it--but the basics have stayed pretty consistent.

Popular fashion website Who What Wear just released its 2022 Jewelry Capsule Wardrobe of eight jewelry pieces women will wear every day (See image at right). Being, as I said, a 36-year veteran of the jewelry trade press and a former fashion editor, my kudos to author Allyson Payer. She nailed it.

How did she nail it? With classic pieces that flatter everyone and that almost every woman will like. She found the core pieces but makes them look entirely fresh. Instead of pearl strands, there are diamond necklaces and pearl earrings. There's the justright hoop and a classic bracelet watch. Only one of her picks is a trendy whimsical piece, but that’s ok. In fact, it’s more than ok, it’s important.

THAT YOUR CUSTOMERS WILL LOVE!

Adding a whimsical piece here and there—be it clothing or jewelry or shoes--brings a classic wardrobe up to date in a flash, and distinctive design always looks right.

In addition to the basic pearl strand, a former must-have that didn't make Payer's list--for now--are button earrings. But if trends from TheRealReal's most recent consignment report hold, don't be surprised if they're back on the list next year. In clip version, even!

The eight pieces Who What Wear recommends for a jewelry capsule wardrobe are: a curb chain bracelet, sparkly studs, an initial necklace, simple hoop earrings, dangly pearl earrings, a bracelet watch, a colorful ring, and a tennis necklace. WWW offers iterations in both fine and fashion materials to suit all budgets, but here’s where a discussion of sustainability is a good sales strategy: buy it once and wear it for life. Classics are classic for a reason; they don’t go out of style. It’s worth the investment to purchase fine jewelry—better for the wearer and better for the environment.

Here are some more ideas. Images from left to right, top to bottom.

Diamond tennis necklace available from 5.6 to 16.22 ctw; GN Diamond.

Diamond studs, David Weisz.

WWW author Allyson Payer likes a curb chain bracelet, but really, any classic chain style will work as long as it’s comfortable to wear all day. Tresor stretch bracelet in 18k rose gold, Hulchi Belluni.

Anastasia ring with blue topaz and abalone in 14k gold, Bellarri. Simple gold hoops don’t have to be boring. Elite Designs.

Sidney watch with 18k gold and diamond accents, Michele.

Pearl drop earrings from Tara, left, and Mastoloni.

Diamond initial necklaces in white, yellow, or rose gold (all letters available), KC Designs.

Change is Consistent Innovative Ways Retailers Maximize Sales and Conversions

Brooklyn, NY--Business owners have been quick to adapt to changes that could maximize their selling chances since the pandemic's start.

Adapting and growing is a necessity, too — sometimes regular marketing techniques prove futile due to the ever-changing market and customers' needs, and this is when innovation yields a solution.

When Alexa Allamano, the owner of Langley, Washington jewelry brand Foamy Wader realized that there were enough customer pick-up requests coming after her brick-and-mortar store's lease was up, she decided to go virtual-only, writes Rebecca Deczynski for Inc.

She found a smaller 180-square-foot space in the fall of 2020 and decided to turn her large window into a display area.

"I thought, 'What if I could make it so that customers could shop right from the windows?'" she said, as per the report. She decided to display her jewelry with a visible QR code for each piece, which shoppers could scan to purchase directly on her website. Image at right.

Allamano displayed her jewelry at the store window with a visible QR code leading to the product's purchase page.

"With the QR code, you land right on the product page, so you're already three steps ahead of where you'd be if you just provided a website," she said, according to the report. "It eliminates a lot of customer drop-off."

Allamano even found a QR code-generating website that also let her track usage. Since adding this feature, her business' average

order value has increased by 10% for online purchases and 19% for in-store purchases.

Read more on Allamano's business innovation and other ideas in the entire Inc. report here: https://tinyurl.com/MissionSalesQRCode

Outperform the Competition

Time-Tested Measures to Increase Sales

Gurugram, India--The pandemic has put a dent in the purchasing power of many people. A McKinsey report highlighted that the pandemic weaved a web of disruption worldwide, impacting supply chains across segments and affecting sales and growth.

Experts, however, believe that the market will perform better. The online jewelry shopping market is expected to grow at a CAGR of 15.5% and reach almost $59 billion. This period brings just the right opportunity for retail shop owners to develop ways to outperform their competitors and increase their sales. Mirrar highlights some practical tips for retail stores to grow their sales:

1. Focus on specific segments

Trying to sell to everyone is a big strategic mistake. Different segments have different needs. For instance, a woman in her late 20s, earning $47,000 a year would have different considerations when buying jewellery as compared to a 45-year old woman who makes $125,000 a year. So, with the same strategy and approach, you cannot approach both of them, can you?

This is why targeting “everyone” is a mistake. Instead, pick a few select segments and then direct all your resources to target those segments. The conversion would be so much better. In a way, carve for yourself a niche in the jewellery industry, wherein you specialize in catering to select segments.

2. Offer attractive discounts

This is very simple and straightforward. Introduce jewellery shop sales on your collection for new and old customers. Make the discounts “urgent”; meaning, make them live for a limited-time period. Thereon, make sure your target audience is aware of such discounts through marketing campaigns.

3. Train your sales team

Selling is an art. If you are looking out for how to increase jewellery sales? simply asking customers what they want and showing them that piece of jewellery doesn’t necessarily qualify as selling.

It’s much more tactical than that, which strives for a high close rate, better upsell, and a fantastic customer experience. So, train your sales team to be better at selling; train them to be better at delivering customers a great offline as well as an online jewellery shopping experience. This will generate greater benefits for you.

4.

Listen more (and better)

What are your customers saying? Do they not like your collection of necklaces or have an opinion on necklace online shopping? Do they wish for more discounts? Did they have trouble finding your store? Were they talking about the difficulty they had finding a parking spot outside your store?

Listening to customers can provide you with rich insights. You can translate these insights into actions and improve the different aspects of your jewellery business to scale your sales.

5. Don't Forget Existing Customers

Retaining an existing consumer is cheaper than engaging a new one. As per a survey, the success rate of selling to a current consumer is 60-70 per cent, while it’s just 5-20 per cent in the case of a new consumer. Sadly, so many jewellery retailers focus too much on newer acquisitions, forgoing their existing customer base. Don’t be one of them!

Have a defined customer retention strategy that aims to keep the existing customers hooked to your brand and engaged with your offerings. Make sure they feel appreciated. Delivering a good experience to your existing customers can exponentially boost your conversion. Further, this can also trigger word-ofmouth marketing, bringing you greater rewards.

Read the full article here: https://tinyurl.com/MissionSalesMeasures

BY HEDDA SCHUPAK, CONTRIBUTING EDITOR, THE CENTURION

Artful Selling

Selling the Difference Between A Watch and A Timepiece

New York, NY—If you need any more proof of the luxury watch market’s increasing appeal to women, just turn to online fashion and lifestyle site Refinery29, which recently ran an in-depth article geared to helping fashionistas understand how to invest in a luxury timepiece. Image: Cartier Tank Must

The site, which is mainly targeted to Millennial and Gen-Z women, begins its instruction with something worthwhile for jewelers to keep in mind at the counter: explaining the difference between a timepiece and, well, just a watch.

No doubt everyone understands that a Rolex is a timepiece and a Timex is a watch, but even pricey models from storied luxury brands like Hermès and Chanel are still, in the eyes of investors, just watches.

Refinery29 explains how fashion watches are more seasonal, whereas timepieces—from the likes of Rolex, Cartier, and Patek Philippe—are classic and going to retain more value than watches, even those from brands like Hermès and Chanel. If investment is the goal, better to buy a handbag from Hermès or Chanel than a watch.

“Although fashion watches come at lower price points (by luxury standards that is), their trendy elements and jewelry-like design reduce their life span, versus classic timepieces from brands that specialize solely in timepieces,” says the article.

Not surprisingly, Rolex is the top watch brand for resale, and other top brands like Patek Philippe, Audemars Piguet, and Richard Mille also often bring returns higher than their original price. By contrast, new watches from brands like Hermès or Chanel typically cost considerably less than their popular handbag models, some of which—new or used—can rival a Rolex in price.

For first-time luxury watch buyers on a budget, Refinery29 suggests Cartier as a good point of entry. Its timepieces are on the more affordable end of the luxury price spectrum. The styles are eminently wearable every day, and though it’s a highly sought-after brand most of its timepieces are not that rare, so it’s possible to pick up a secondhand one such as a Tank for under $3,000.

Stop Discounting Now! Here's Why

New York, NY—If offering a discount is your go-to strategy to close the sale when a customer hesitates, you may be unnecessarily giving away the store, so to speak.

In this article in The Robin Report, retail writer Catherine Schetting Salfino cites research from Bluecore, a retail marketing technology firm, that found only 36% of shoppers said discounts have the most impact on their purchasing. That’s not to say price isn’t important—Bluecore’s study found 57% of shoppers say price has the greatest impact on their purchase decisions—but that doesn’t necessarily mean you have to knock dollars off the stated price in many cases.

““This means the majority of brands that rely on discounts to acquire customers are unnecessarily giving away margin to the 64 percent of shoppers who are more heavily influenced by other factors,” Bluecore states. The other considerations include, “relevant product recommendations (30 percent), timing of communications (24 percent), and engaging content (10 percent),’” according to the article.

Salfino says these findings jive with similar studies done by Cotton Incorporated, which found that two-thirds of today’s consumers would rather have fewer but better quality garments, and half are willing to pay more for that better quality.

She cites Bluecore’s recommendation that retailers stop offering discounts that create “one and done” shoppers, and instead try more individualized offers based on customer preferences to build loyalty.

Image above: Gerd Altmann for Pixabay

Repetitive Long-Term Branding is Crucial

By Mike Hauben, Image at right. JewelryEcomm.com

Merrick, NY--Are you using the available digital marketing channels to make sure you stay top of mind to your customers?

Much of the marketing battle is simply having people remember your name.

In an age where people consume information at a rapid fast rate, it’s rare that anyone ever buys anything – let alone pays attention to you – right away.

That’s why it is so important to constantly show your ads to your audience online. Potential customers usually need to hear about your business for a while before they purchase.

Some businesses don’t need long-term branding to get new customers. If I had a faucet leak, I would quickly look up a plumber online and if he had good reviews, I’d ask him to come over. However, for luxury and commodity brands, that’s just not how people make purchases.

Typically, these types of purchases involve weeks, months, or even years of research before someone makes a purchase. So you need to constantly be in front of your audience, showing them your logo, reinforcing your brand values, and reminding them that you’re the best company to go to when they’re ready to buy.

This is why social media and email marketing need to be a part of every brand’s marketing strategy.

Similarly, this need of long-term branding is specifically why businesses should stop thinking that digital marketing channels bring instant results. If you’re just starting to embark on your digital marketing, remember that it simply takes time for people to remember your brand.

ASHI COUTURE

Infinity Ring, Duchess Collection. Featuring round and tapered baguette diamonds channeled into sumptuous infinity curves.

1.00ct of diamonds set in 18-karat yellow gold. SKU:AC16048BEVRGYG

MSRP: $6,100 AshiCouture.com

ASHI COUTURE, BENCHMARK WEDDING RINGS, DA GOLD, FANA

BENCHMARK WEDDING RINGS

Benchmark's new Collections may look like Damascus Steel, but they're actually made with Tantalum. The Marble is a best-selling Tamascus + style featuring a beautifully patterned Tantalum center wrapped in thin Rose Gold edges for a subtle contrast.

MSRP: $1,540 BenchmarkRings.com

ASHI COUTURE

Diamond Bar Hoops, Fiori Collection. Clean lines and timeless beauty create essential luxury designs that will never go out of style.

2.00ct of diamonds set in 18-karat white gold. SKU- AC64025FEVERWG

MSRP: $9,800 AshiCouture.com

BENCHMARK WEDDING RINGS

The Kestrel is one of Ammara Stone's most intricate designs, featuring a Rose Gold feather-patterned center framed in milgrain Tantalum edges. The stark contrast of the milgrain against the delicate feathers makes this best-selling ring quite the statement piece.

MSRP: $1,095 BenchmarkRings.com

DA GOLD

These attractive 18K gold cuffs are crafted in Italy and are enhanced with 0.50ct. diamonds. Wear them stacked or individually. Simple……….Beautiful!

MSRP: $2,800 DAGoldProducts.com

FANA

With a diamond-studded band and a cushion shaped halo of diamonds, this 14 karat white gold engagement ring amplifies the beauty of your center stone. A top-seller, due to the sparkling diamonds. Center Stone Not Included. Style: S3459

MSRP: $4,825 FanaJewelry.com

FANA

Wondrous waves of 14 karat white gold and diamonds interlace on this dreamy engagement ring. This engagement ring is a top-seller due to its classic yet modern twist, creating a timeless look. Center Stone Not Included. Style: S3901

MSRP: $1,200 FanaJewelry.com

BEST SELLERS

THE GORDON COMPANY, GUMUCHIAN, JACK ABRAHAM

CASH RAISING

GORDON CO., THE

We understand the need for cash today. The Gordon Co. specializes in Cash Raising Sales for retail jewelers. Sales typically garner 2 to 3x’s sales compared to our clients’ LY sales in the same period. Call us today for a Cash Raising Sale for your store! (954) 763-9800 GordonCo.com

GORDON CO., THE

Nowadays everyone is looking to do a sale--but what kind? The Gordon Co. has vast experience in this space, from Inventory Liquidations, Retirement Sales, Going out of Business promotions, and more. Let us tailor one for your company! (954) 763-9800 GordonCo.com

GUMUCHIAN

"Evil Eye" charm from our "Lucky Life" Collection. 18k Yellow Gold Diamond Charm. 30 Round Diamonds . 19ct,

1 Marquis Blue Sapphire .22ct, 2 blue sapphire cabuchon .14ct.

MSRP: $3,000 Gumuchian.com

GUMUCHIAN

"LOL" charm from our "Lucky Life" Collection. 18k Yellow Gold Diamond.

2 Marquis Diamonds .14ct, 2 Pear Blue Sapphires .38ct.

MSRP: $4,000 Gumuchian.com

RICH RED RUBY

Magnificent, Vivid Red, Brilliant Thai Ruby (H) 4.78cts. Surrounded by two round diamonds totaling 1.26cts. in a classic three stone Platinum and 18K Mounting.

MSRP: $150,000 JackAbraham.com

BLUE BEAUTY

This rich, vibrant blue Unheated Sapphire is framed by two collection diamonds and expertly mounted in Platinum.

MSRP: $110,000 JackAbraham.com

JACK ABRAHAM

JACK ABRAHAM

BEST SELLERS

JEWELERS CIRCLE, JEWELS BY JACOB, LASHBROOK

JEWELERS CIRCLE

JewelersCircle.com

JEWELERS CIRCLE

JewelersCircle.com

JEWELS BY JACOB

Immerse yourself into this delicately set Ruby & Diamond earring. This pair holds 2.41 Carats of Rubies and 1.15 Carats of Diamonds. All set within 14KT White Gold. This is for those who want to steal the spotlight. Style# E7237-WGSR

MSRP: $7,500 JBJacob.com

A Superb Ring featuring a Magnificent 4.78 Carats Emerald-Cut Emerald flanked by Two pristine Diamonds. Handcrafted in Platinum and carefully made with exceptional craftsmanship. A true statement piece. Style# R6040-E86. Certified.

MSRP: $120,000 JBJacob.com

LASHBROOK

This is a custom Lashbrook set of platinum rings with diamond center eternity and two side eternities specifically designed for a couple who wanted matching bands with a hint of their own personality. Custom design at your fingertips using Lashbrook’s website and MyStyle. LashbrookDesigns.com

LASHBROOK

Real Gibeon Meteorite is highlighted in this zirconium ring with a rose gold sleeve. Your customers can create their own personalized one of a kind ring using Lashbrook’s website and MyStyle. LashbrookDesigns.com

JEWELS BY JACOB

BEST SELLERS

MARTIN FLYER, MERCURY RING, POMPOS JEWELRY

MARTIN FLYER

Martin Flyer Classic Anniversary Band in Platinum set with emerald cut & round diamonds totaling 3.90cttw (G-H VS2/SI1)

Style DABM39LEC

MSRP: 19,000 MartinFlyer.com

MARTIN FLYER

Martin Flyer Classic Anniversary Band in 18K Yellow Gold & Platinum set with cushion cut & round diamonds totaling 3.48 cttw (G-H VS2/SI1).

Style DABM53CUY-4.4CU

MSRP: 20,000 MartinFlyer.com

MERCURY RING

7 Stone Emerald Diamond Anniversary Band

This timeless classic piece has 5 ctw of Lab Grown Diamond Anniversary Band elegantly holds 7 emeralds mounted in 14k white gold with GH/VS quality lab grown diamonds.

MSRP: $4,399 MercuryRing.com

MERCURY RING

This beautifully crafted Bridal Ring boasts 4.68 ctw with a 4.00 carat center G/VS quality lab grown diamond mounted in an 18kt white gold making it stunning and priceless with a half-moon on the sides.

MSRP: $13,999 MercuryRing.com

POMPOS JEWELRY

Double The Elegance Platinum ring featuring a 5ct sapphire (H) surrounded by excellently matched round sapphire melee, making the center look much bigger and perfectly re-cut baguette diamonds that accentuate its elegance.

MSRP: $80,000 PomposJewelry.com

POMPOS JEWELRY

Double the Pink

Platinum & 18K ring featuring a 0.60ct Light Pink Diamond surrounded by perfectly matched round pink melee making the center look much bigger and pinker. Showoff a pink diamond without breaking the bank!

MSRP: $35,000 PomposJewelry.com

PRECISION SET, SAMUEL B., SDC CREATIONS

PRECISION SET

The best selling Grand Aire™ collection is now petite. With an open profile and split prongs for added security, these lighter versions stack perfectly with engagements or make a statement on their own. Style 1260 (.70 ctw) in 18k yellow, Style 1265 (.80 ctw) in platinum. PrecisionSet.com

PRECISION SET

PrecisionSet.com

The Grand Aire™ petite bands combine fancy shapes and a sophisticated open profile setting. Diamond shapes and size combinations give endless opportunity for wear. Style 1264 (.72 ctw) in 18k yellow, Style 1267 (.62 ctw) in 18k rose. PrecisionSet.com

SAMUEL B.

The “Serendipity Bangle” won FIRST PLACE in the 2022 JCK Jewelers Choice Awards for Silver Jewelry $501 - $1,000. This award winning piece is expertly crafted in Sterling Silver and set with genuine blue multi-gemstones. MSRP: $979

SamuelB.com

SAMUEL B.

The “Keliki Bangle” won FIRST PLACE in the 2022 JCK Jewelers Choice Awards for Silver Jewelry $1,000+ and voted the JCK 2022 Influencers Choice. Masterfully crafted in Sterling Silver with 18K Gold Accents in a pebble design. MSRP: $1,299

SamuelB.com

SDC CREATIONS

A trendy hidden halo wraps the round center stone’s pavilion, resting above a pave-set diamond shank (3/4 tdw). This ring’s under gallery features a sparkling diamond arch. The ring fits a 2ctw round center but is fully customizable. SKU: R2214W MSRP: $3,590 SDCCreations.com

SDC CREATIONS

This vibrant clover-cut malachite gemstone (0.90ct Gem) is framed in a 14K yellow gold diamond halo (1/20 tdw). A classic polished gold bail allows the gem’s unique green marbling takes centerstage.

SKU: CGP187-DMC

MSRP: $799 SDCCreations.com

BEST SELLERS

SMILING ROCKS, INC., SYNA, UNEEK

SMILING ROCKS, INC.

Fancies with three stone engagement ring style in 14k white gold with 1.05ct center lab grown Oval diamond and Pear side diamonds (1.83ctw). Representing past, present and future, this ring takes a new dive with a three stone design. Style – SRR01662WHT

MSRP: $4999 SmilingRocks.com

SMILING ROCKS, INC.

This royal sapphire halo ring is an eye-catching and classic design for anyone to wear in any occasion. The 9x7mm lab grown sapphire is the crown jewel with 12 lab grown diamonds surrounding the halo in 14K white gold. Style SRR-01917BSA. MSRP: $1999 SmilingRocks.com

SYNA

Enjoy a flourishing garden with our botanically inspired earrings, with substantial moon quartz cabochons and a vine-like pattern in 18K yellow gold. Various sizes of champagne diamonds look like dew drops sparkling in the sunlight. Item# E50836MQCDIA

MSRP: $6,250 SynaJewels.com

SYNA

Inspired by the beauty of a Native American dreamcatcher, these playful 18k dangle earrings feature mother-of-pearl cabochons. Freely-moving elements with champagne diamonds add energy and vibrancy to this style. Item# E55190PRLCDIA

MSRP: $3,650 SynaJewels.com

UNEEK

From the Legacy Collection, this interlocking gold and diamond infinity earrings embellishes with over a hundred round diamonds totaling a carat will definitely make every occasion phenomenal.

MSRP: $4,845 UneekJewelry.com

UNEEK

This famous “SOS”, with 7 carats of cushion-cut Royal Blue Sapphires and alternating six round diamonds is a conversational starter. The Uneek buttercup setting combines with string-like bars and a lock full of pave set round diamonds.

MSRP: $29,905 UneekJewelry.com

UNITED PMR, VINCENT PEACH FINE JEWELRY, WILLOW DIAMONDS

UNITED PMR

Sustainable and certified as environmentally and ethically responsible, UPMR is the largest U.S. owned full service refiner, recycling precious metals for the jewelry industry to .9999. They maintain the highest standards for GOLD, SILVER, PLATINUM and PALLADIUM. UnitedPRM.com

UNITED PMR

Responsibly Sourcing from Materials such as Jewelry Scrap & Byproducts from Jewelry Manufacturers, Retailers, Repair Shops and Pawnshops; United Precious Metal Refining, Inc. (UPMR) is the Largest US-Owned Full Service Primary Refiner in the Nation. UnitedPRM.com

VINCENT PEACH FINE JEWELRY

The Vincent Peach Signature Trojan Icon set in 14kt Yellow Gold. Whether an avid Equestrian or everyday fashionista, these classic earrings will complement any outfit for any occasion. Style: EQ2036 MSRP: $3,675 VincentPeach.com

VINCENT PEACH FINE JEWELRY

With the Le’ Michelle Toggle Necklace, we’re taking your everyday gold chain up a notch with a toggle full of diamonds. Featuring 1.4 Carats of Diamonds set in 14kt Yellow Gold Bit with a Signature 14kt Yellow Gold 17" Chain. MSRP: $28,990 VincentPeach.com

WILLOW DIAMONDS

The Cascade earrings are a shower of fire and light! The lively jewelry of designer Jacquie Earle is mesmerizing and sensual. Her CASCADE earrings are irresistible set on handmade tapered spearhooks of 18K gold and platinum. MSRP: $5,800 WillowDiamonds.com

WILLOW DIAMONDS

Jazz Hoops Sing! Strike up the band! These hoop earrings dance and swing with natural diamonds that have been laser-pierced and set to move freely on handmade oval hoops of solid 18K gold and platinum. MSRP: $6,900 WillowDiamonds.com

ASHI COUTURE..........24-25

BENCHMARK WEDDING RINGS..........Back Cover

CENTURION SOUTH BEACH..........60-61

FANA..........34-35

THE GORDON COMPANY..........39

GUMUCHIAN..........27

JACK ABRAHAM..........Inside Front Cover

JEWELERS CIRCLE..........49

JEWELS BY JACOB..........6-7, 10-11S

LASHBROOK..........Inside Back Cover

MARTIN FLYER..........Page 3

MERCURY RING..........29

POMPOS JEWELRY..........16-17

PRECISION SET..........18-19

SAMUEL B..........15

SDC CREATIONS..........30-31

SMILING ROCKS, INC...........42-43

SYNA..........22-23

UNEEK..........4-5

UNITED PMR..........45

VINCENT PEACH FINE JEWELRY..........13

WILLOW DIAMONDS..........8-9