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January 2000 Diamond News 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 order. "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
on staff. 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
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