Solitary Focus on Fashion
Emphasize the new look of the diamond solitaire necklace, but don't
forget the power of emotion
If you see more diamond solitaire necklaces on the pages of consumer
magazines than you see leaving the store with your customers, it may be
time to take a strut down the fashion catwalk, according to the Diamond
Promotion Service of New York City.
That's not to say you need be 6 feet 2 inches tall and pole-thin, rather
that you should sell diamond solitaire necklaces much differently than you
sell your bridal diamond jewelry. "One key selling strategy that is
unique to the diamond solitaire necklace is fashion," says Diane Warga-Arias,
director of education for DPS. "While the design of a diamond engagement
ring can be important, fashionability is not proven to be a significant
factor for driving up engagement ring sales."
This is a major message in the new diamond solitaire necklace education
package DPS introduced at the JCK International Jewelry Show in Orlando
this year. The full training program for managers and sales associates includes
a leader's guide, seminar workbooks, self-study books, skill practice cards
for role-playing and a video to reinforce strategies at the end of training.
Some suggestions from the package:
- Emphasize fashion, but also stress the emotional investment of diamond
jewelry as a gift. These factors combined make the diamond solitaire necklace
a unique product category.
- Use emotion to make the sale. Sales associates must learn what's important
to the male and the female involved in the purchase and how to "decode"
the signals couples send to each other when they are shopping.
- Help male gift-givers understand the diamond solitaire necklace is
"what she wants," but also convince women they do in fact want
it. Show pictures in fashion magazines to reinforce the necklace's compatibility
with current style.
- Understand the female self-purchase customer, a perfect candidate for
diamond solitaire necklaces. "Communicate the way the necklace becomes
part of her when she wears it close to her face," says Warga-Arias.
"It makes a statement about who the woman is."
- You can invest money in product and promotion, but you have to train
salespeople to push the diamond solitaire necklace. "Sales associates
become the filter through which customers will hear and understand the
importance of the diamond solitaire necklace," says Warga-Arias.
Diamond Promotion Service, 466 Lexington Ave., New York, NY 10017; (800)
370-6789, fax (212) 210-8779.
by Stacey King Copyright © 1998 by Bond Communications.