Pick a Word and Brand Your Store Too
Jewelers shouldn't forget about branding themselves
Selling a brand has three keys, says Mark Moeller of R.F.
Moeller Jeweler, St. Paul, MN. You might be surprised at the
"Selling a brand is number three," says Moeller.
"Number one is sell yourself sell your history, how
long you've been in business. Number two, sell your store."
Moeller, for example, stresses the quality assurance that comes
with having 10 graduate gemologists and gemologist appraisers
"Then sell the brand," he says. Following this order
builds a relationship with customers that will last, regardless
of the brands you carry. Moeller spoke to jewelers about selling
branded diamonds at a recent Hearts on Fire University training
When selling diamonds, pick out one descriptive word. "Use
the word until you're sick of it," he says. "Soon your
competition will start using it. But that helps you because [the
public] associates you with that word. I use the word 'Ideal
the ideal diamond at the ideal price at the ideal store.'"
He also suggests "perfect" and "unforgettable."
Another example is Asprey & Garrard, the famous London jeweler
that chose "Eternal" to brand its diamond offering
by famed cutter Gabi Tolkowsky.
Moeller says 27% of the public buys on price alone. Some of
these customers may be a lost cause with branded diamonds. But
you'll never know until you try to sell them one. "Tell
the customer, 'This is the most expensive product you can buy,
and I'll tell you why it's worth what you'll pay."
by Jack Heeger
|Retailer Asprey & Garrard chose "Eternal"
to brand a new cut by famed cutter Gabi Tolkowsky.
Copyright © 1999 by Bond Communications.