JEWELRY TRAINING

New Earrings for all Stores

Simple Elegance

58 different styles in 3 types of precious metals to satisfy all customers!

Platinum dipped tarnish resistant Sterling Silver

Higher quality than plain Sterling Silver Looks identical to white Gold and Platinum Stays shinier and is easier to clean than plain Silver

10kt yellow gold

More durable, less likely to break or dent Less expensive than 14kt Looks the same as 14kt

14kt yellow gold

More gold content means more valuable if customer needs a loan in the future

Greg Weiss

Director of Jewelry Operations

JEWELRY TRAINING

Holiday Selling Tips Ask Questions for Successful Add-on Sales!

Wouldn’t it be great to get as much of your Holiday shopping done at the same place and same time while also saving money and having the option of free layaway?

Provide world-class customer service and make more money by asking customers a few simple questions, keeping in mind that they can get most of their Holiday shopping done in your store because we sell just about everything! Slow moving and inexpensive jewelry items are much more popular during the Holidays. They can be easy add-ons and make great “stocking stuffers”! Low priced watches (male/female), charms, cuff links, money clips (with a few bucks folded in it!), etc., are common Holiday gift items.

Suggest coordinating jewelry items. For example, after you have made the sale say, “Those earrings are a great choice, we happen to have a matching pendant over here.”

Adding-On

People shop with a single purpose/person/gift in mind. Once a customer has decided to make a purchase, ask them: • Who else is on the shopping list this year? • Are there any other gift-giving occasions comingup? • We have some great values right now; have you thought about treating yourself this year? • Would you like to use our free layaway option to get this matching item for your wife for Valentine’s Day?

Besides the Holidays, there could be a Birthday, Anniversary, Sweet 16, Quinceañera, etc. If they can’t afford to get the matching item today, suggest layaway and let them know it probably won’t be here when they come back.

Even if they don’t get anything extra today, you have planted a seed for the future. They will appreciate your help as a professional and you will build your long-term business.

Rescue your customers from Holiday shopping hassles and save them time and money by providing world class customer service with Addon sales.

By asking these simple questions, you will remind them of another person or occasion they need to shop for. Have ideas ready and know your inventory! For example, if a customer says he’s not ready to get “a ring”; be ready to suggest diamond earrings, diamond pendants, gold jewelry, etc. Ask him, “What’s her favorite color?”, then show colored stone jewelry. By asking questions and adding on, you are making more money with the same number of customers and building your business with almost no extra effort! Happy Holidays!

Greg Weiss

Director of Jewelry Operations

JEWELRY TRAINING

Graduate Gemologist Appraisals Coming Soon!

We will now be providing stores with GIA Graduate Gemologist Appraisals for on select jewelry.

The Gemological Institute of America (GIA) is the worlds foremost authority on gemstones, and they invented the most common system and standards used worldwide for grading diamonds.

The strategy of providing appraisals on some items has proven to increase sales, profit, and jewelry turn as well as boost credibility of our brand.

1/2ct and larger diamonds, and jewelry selling for more than $1000 USD are the type of items that will benefit from having an appraisal. Display Tip: Print an extra tag and/or starburst and place on the appraisal near the Retail Value. This way, the customer can see that we are selling far below the typical jewelry store price, and they are getting a fantastic value!

The first round of appraisals will come with some of the diamond stud earrings we purchased for all stores.

We will expand the In-house Appraisals Program to include other items in January 2022.

I will be appraising select items when shipping inventory to our Caribbean stores, as well as appraising special items that can be brought to me at HQ.

Appraisal benefits to share with your customers:

1. Because I am a Graduate Gemologist from the Gemological Institute of America, our Appraisals are valid for Insurance companies all over the world. 2. Gemologist Appraisals normally cost $100 and up but is free with purchase of the appraised item! 3. The “Retail Replacement Value” I use is comparable to the Retail Selling Price – not an inflated, unrealistic value seen on many other independent appraisals. For the US stores, items can be brought to HQ for appraisal with a 1-week turnaround.

This appraisal service is provided free for our stores, so if you have an item that customers have been asking if it comes with an appraisal, or you think an appraisal will help you sell it – make sure to let your manager know and get the item to HQ.

Greg Weiss

Director of Jewelry Operations