For Your Staff:Selling Skills
Jewelry Salesperson vs. Jewelry Consultant
Create loyal customers by explaining why certain jewelry styles complement
them better than others
by Calla Gold
Years ago at a Chamber of Commerce mixer, a woman in the fashion industry
complimented me on the jacket I wore. She didn't say simply "I like
your jacket." Instead, she explained why the style complemented my
body shape and how the material and shade flattered my complexion and hair
color. I can't remember who the guest speaker was, much less what he spoke
about. But I'll never forget the impression this woman made on me.
She was unquestionably a professional and opinion-leader in her field.
I absorbed her every word. But more than integrating her fashion advice
into my wardrobe, I incorporated her "consulting" technique into
From that moment I knew I would become more than a jewelry salesperson.
I would transform myself into a jewelry consultant!
This didn't mean I would give up selling jewelry far from it. But
as a consultant, I would now give expert and competent advice as well.
Quality construction is always important in a piece of jewelry. But of
even more import to a customer is how the piece complements and makes her
look better. If you can tell a customer why a piece of jewelry looks good
on her, you come away smelling like a rose and looking like a true professional.
What does a woman look for when she tries on a dress? She wants to know
why it makes her waist look smaller and why the hemline makes her legs look
shapelier. She wants to know whether it draws attention to a particular
feature and why. She wants to know whether it will make the right impression
at the office or whether it's something to wear on Saturday nights. When
your customer tries on a piece of jewelry, the concept is the same.
Instead of telling her simply that a particular ring looks good on her,
tell her the marquise style beautifully elongates her fingers and makes
her hands look younger and more feminine.
Sure, a customer wants to know the difference between a Victorian herringbone
chain and a heavy box chain. But she also wants to understand why one style
makes her neck look longer and frames her face so well while another one
As a consultant, you need to be able to suggest necklace lengths and
different styles to enhance the face, the neck, the bust. Why should she
wear an 18-in. necklace and stay away from shorter lengths? Which ring style
and size complement her hand the most? Which type of earring looks best
with the shape and contour of her face?
Also consider what image the customer projects: professional, authoritative,
trustworthy, sexy, casually smart. Will the jewelry will be worn in the
office, on the weekend or both?
Encourage the customer to try on an assortment of styles so you can show
her how certain ones are more becoming on her. With this type of advice,
you create a loyal follower. Don't be just a salesperson; be a consultant.
In the months to come, I'll elaborate on how to learn which jewelry looks
good on which customers and why.
Calla Gold owns Calla Gold Jewelry, Santa Barbara, CA. She consults
jewelers, and is working on a book about becoming a personal jeweler. Contact
her at (805) 963-4157 or e-mail Gold1of3@aol.com.
Copyright © 1998 by Bond Communications.