Professional Jeweler Archive: Promoting New Equipment Pays-Off

November 2000

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Promoting New Equipment Pays-Off

Jeweler Gary Gordon’s promotion of his new BrillianceScope netted $200,000 in additional diamond sales during its first two weeks in his store


Jewelers looking to stay prominent in the public eye need to always have something new to offer customers. A new piece of gemology equipment can be just the thing to impress customers. In today’s complicated gem transactions, trust is paramount. Through promotion in ads, walk-in traffic and at the point of sale, a new piece of equipment can enhance your image and increase sales.

Oklahoma City jeweler Gary Gordon credits his new $50,000 “BrillianceScope” for $200,000 in additional sales in the first two weeks in his store. Most of those sales were larger diamonds of up to five carats.

“Most jewelers tell customers about color, cut and clarity, but that sort of talk misses the point and, worse, intimidates people,” says the third-generation owner of Samuel Gordon Jewelers. “This machine allows us to talk about the results of what the gem cutter accomplished.”

Man and Machine

Connected to a PC, the machine is a spectrophotometer that maps the silhouette of a diamond and tests its “light performance.” Gordon and his staff can print out a document that ranks a diamond’s polish, proportion and symmetry. By comparing one diamond to another, they can convey a basic understanding of issues jewelers often struggle to articulate. “Basically, it gets the technical issues off the table quickly and allows us to talk about brilliance, dispersion and scintillation,” says Gordon. “Women love those words.”

Men, on the other hand, like having printed information about a stone’s quality. “Customers don’t want to listen to a sales pitch,” he says. “Now, they can buy with their eyes instead of their ears.”

Spectrophotometers have been used for years in the textile, paint and printing industries to make accurate and repeatable color matches. The manufacturer of Gordon’s machine, GemEx Systems of Mequon, WI, says it’s the first to develop a version that detects and records the subtle effects of facets, stone depth, inclusions and color variations.

Customers at all price points so appreciate this new sense of security that Gordon plans to use it for his entire diamond stock. “It’s like being armed when the customer walks in,” he says.

The store promotes the BrillianceScope in Sunday newspaper ads that ask “Has Your Diamond Been Measured For Beauty?” The ads alternate week-to-week between the front and feature sections.

One More Step

Gordon regards the machine as another step in keeping his store in the forefront of local jewelry retailing. The company was the first in Oklahoma City to install a laser welder (in early 1999) and carries as many as 35 designer lines.

Gordon also took the unusual step of “growing” from three stores to one. Several years ago, he replaced three “nice, but nothing fantastic” locations totaling 11,100 square feet with a single 12,000-sq.-ft. superstore.

– by Mark E. Dixon

The BrillianceScope is featured in Samuel Gordon ads; it also garnered a story in the Daily Oklahoman.

Copyright © 2001 by Bond Communications