HIDDEN PROFIT CENTERS: Filling in the GAPS
Add-on sales of non-jewelry items shore up your bottom
line and create traffic
Though every jeweler covets big-ticket jewelry sales, most
would acknowledge it's the steady stream of customers and smaller
sales that underpin the health of a successful business. Along
with reasonably priced starter jewelry, many jewelers are uncovering
hidden profit centers in non-jewelry products that appeal mostly
to fine jewelry and watch collectors.
Whether it's a wide selection of watchbands and batteries,
a good jewelry cleaner, a decorative box or other add-on product
that increases the pleasure of owning fine jewelry and timepieces,
jewelers can register steady sales from these people-pleasing
products. Here are some ideas for increasing sales of these items
while generating extra foot traffic for your higher-priced fine
Watch Lovers Unite
Most watch aficionados love gadgets that's usually
why they were interested in a fine watch anyway. But once they've
bought the watch, how do you keep their interest and turn them
into watch collectors? Getting them into the store is easy if
you call periodically and offer a free watch check-up. After
you've checked the battery, remind the customer of your quick
and simple battery replacement service.
While the customer is in the store, show your latest watchband
selection. The current band may be fine, but many customers like
a change of pace.
Introduce the owners of automatic watches to watch winders,
which protect and maintain the watches when they're off the wrist.
Because they're designed to run all the time, automatic watches
should not be allowed to wind down. Otherwise, internal wear
and tear can result, say the experts at Chronotime, which distributes
the Scatola del Tempo line of winding watch boxes.
For the Jewelry Collector
Collectors of fine jewelry love add-ons that enhance their
treasure trove. Chances are many women haven't received a truly
special jewelry box since childhood. Suggest an upgrade, either
to the collector herself or as a gift idea to a spouse reluctant
to spend more on another jewelry purchase. And don't forget a
valet where men can keep their tie tacs, cuff links, studs and
watches collected in one spot.
Sophisticated jewelry cleaning systems are another popular
add-on for the collector who cares about regular maintenance.
So are polishing clothes, fastening devices and items that make
jewelry more comfortable to wear and take on and off. For example,
a number of innovative ear lobe comfort systems are available.
Timing Is Everything
Though sales at your hidden profit centers occur all year,
there may be peak opportunities to promote them in the store
and through direct mail and media advertising. Among them:
- Valentine's Day, Mothers' and Fathers' Days: These
second-season holidays may be the perfect moment to suggest such
gifts, especially to customers who made big purchases for Christmas
and are looking for something smaller to complement the larger
- Bridal Season: Brides and grooms often look to jewelers
for small gifts for their attendants.
- Summer: Often slow for jewelers, summer may be the
time to call in regular customers for repairs and show them add-ons.
It's also when many companies hold thank-you picnics and outdoor
celebrations where prizes and recognition awards are given. Suggesting
items from your hidden profit centers is a good way to introduce
your store to a company's entire staff.
- Early Fall: Many charitable organizations hold fall
auctions and other fund-raising events at which small donations
are often as welcome as big ones. Make sure your add-ons are
snugly wrapped in your store's boxes or add your logo to other
gifts where appropriate so recipients remember your generosity.
||Stuller's hand-finished leather watch straps
for men and women are available in an assortment of colors. They
come in widths from 10mm to 20mm and feature a nickel-free aluminum
buckle plated in karat gold with the Stuller logo. Next-day delivery.
Suggested retail, $14.95 for the straps shown.
Stuller, Lafayette, LA; (318) 837-4100, fax
|Made of solid American mahogany, this jewelry
box features a four-compartment well, drawers to accommodate
necklaces and bracelets, a lift-out tray with two partitions
and ring bars, antiqued brass-finish tray lifts and drawer pulls,
and a solid brass nameplate. It measures 113/4 x 81/8 x 73/4
inches. Suggested retail, $150. Eureka, Division of Reed &
Norton, MA; (800) 376-8209 or (508) 285-9881, fax (508) 285-2205.
||Miniature sculpted metal and leather attaché
and briefcases are detailed with functioning fasteners and quality
stitching and construction. They carry business cards, addresses,
grooming accessories, a mini solar calculator or a pocket alarm
clock. Suggested retail, $9.95-$34.95. Colibri, Providence, RI;
(800) 556-7354, fax (401) 943-4230.
|Scatola del Tempo has added a two-watch model
to its line of luxury winding watch boxes. The model is the first
in this line to accommodate owners of multiple watches. It's
handcrafted in leather and lined in silver and has two trays
to hold jewelry and other accessories. Suggested retail, $2,500.
Chronotime, Livingston, NJ; (800) 364-5441 or (973) 994-2422.
||Eveready Energizer watch replacement batteries
are $3 suggested retail. Energizer, St. Louis, MO; (314) 982-2000.
|The Hourglass is an easy way for customers to
clean jewelry without brushing by hand. Simply place the items
to be cleaned in the top of the hourglass, cover and invert to
start the scrubbing action. The kit includes jewelry tweezers
and eight solution refills. Suggested retail, $19.95. Quantity
discounts are available. Ultronics, Mahwah, NJ; (800) 262-6262,
fax (201) 529-2178.
||Leather link watch straps. Hadley-Roma, Largo,
FL; (800) 800-7662, fax (888) 541-6946.
|The Hooker, a patent-pending device, is designed
to ease fastening bracelets, zipping zippers and buttoning buttons.
L. Lawrence Products Inc., Huntingdon Valley, PA; (800) 355-6789
or (215) 355-1021, fax (215) 355-0037, www.comfees.com.
||The Sunshine polishing cloth is a felt-like material
impregnated with no-scratch microabrasives and a chemical cleansing
agent for use on gold, silver, brass, copper, mirrors and glass.
Made exclusively for Rio Grande, each cloth is individually packaged
and is $4.95 suggested retail. A counter display holds 10 cloths.
Rio Grande, Albuquerque, NM; (800) 545-6566, fax (800) 965-2329,
|Comfees comfort kits contain an assortment
of accessories, including comfort keys, earring cushions and
stabilizers. Assortments are available in three sizes. Organizers
can be customized with logo and contents. All kits come with
illustrated instructions. L. Lawrence Products Inc., Huntingdon
Valley, PA; (800) 355-6789 or (215)355-1021, fax (215) 355-0037,
||Here is a variety of products by Hershell Inc.
Sparkle jewelry cleaner is designed for use with diamonds, pearls,
opals, fashion and colored gemstone jewelry. The Gold & Silver
polishing cloth cleans and polishes in one step. Ring Ease is
a European-formulated spray that allows rings to slip on and
off freely, even if the fingers or knuckles are swollen. The
opal moisturizing treatment helps restore luster and guard against
chipping and breaking. Hershell Inc., Redding, CA; (800) 752-4557
or (530) 246-0822, fax (530) 246-7571.
|The Jeweled Remembrances book allows customers
to record the details of how a piece of jewelry came into their
possession. The book contains five chapters, one each for necklaces,
bracelets, rings, earrings and family heirlooms. When a piece
of jewelry is received, the customer records the date, occasion,
initial appraisal value, photo of the piece and sentimental notes.
The hardback burgundy cover and spine are stamped with an intricate
gold foil design. The pages are acid free, allowing the book
to remain an integral part of any family history. Suggested retail,
$19.95. Jeweled Remembrances, Martin, TN; (901) 558-0482, firstname.lastname@example.org.
Copyright © 1999 by Bond Communications.