Gemstones & Pearls:News
Retailers discuss treatments on Professional Jeweler'sWeb site
The "Brainstorm" forum on Professional Jeweler'sWorld
Wide Web site (www.professionaljeweler.com) recently asked jewelers "How
do you bring up gemstone enhancements in your sales pitch?" Some replies:
"[We] agree that a preprinted disclosure statement
on the invoice is not enough. Clients are entitled to know before
they make the decision to buy. However, [sales associates] did not want
to deal with discussing the issues for every little $100 sale of the various
semiprecious stones like blue topaz. They want to limit the discussions
to ruby, sapphire and emerald. When I insisted that everybody inform potential
consumers that our black 'Tin Cup' necklaces were not natural color, one
associate told of the lady who huffed off in disgust when she did that.
We need a good way to disseminate the information without scaring [customers]
away. Of course, can you imagine the consequences if we hadn't told that
client and she found out later?"
"This information may be more important to
us than to our customers. We have to follow the customer's lead or
we risk putting him to sleep. Certainly it is probably less important to
talk about it with a $100 piece than a $100,000 piece."
"Is it really more important to disclose treatments
on only the expensive goods? '20/20,' 'Nightline,' '60 Minutes,'
etc., don't talk about how expensive the items were. They only talk about
how the city's reputable jewelers failed to follow the law and violated
the public's trust."
"Leaving it up to consumers to ask is not
reasonable. If they were educated enough to ask the questions, chances
are they would already know the answers."
"Each gemstone has a meaning or myth associated
with it. If you can fit these into your conversation with the customer,
it will lead to more information regarding the stone and how it enhances
[a person's] beauty or coloring."
"We have a printed card that discusses our
involvement in various ethics organizations (American Gem Trade Association,
Jewelers Vigilance Committee, etc.) and then talk about how, unless the
customer is informed otherwise, all gems are treated in today's marketplace.
I particularly like to use the comparison of treating gems to putting on
makeup in the morning."
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