Professional Jeweler Archive: Mirror, Mirror

November 2002


Mirror, Mirror

A store’s image is reflected in its customers

Before you read another word, look around your selling floor. What kind of customers do you see? Are they primarily from one age group? A certain gender? A specific income bracket? Good or bad, your customers mirror your store’s image in the marketplace.

Buying habits, particularly of luxury items, are motivated more by how a product makes customers feel than by what it costs. Shoppers consistently choose brands they like and respect – brands that feel like old friends.

In fact, well-established brands have personalities just like people. Some are male, some female. Some old, some young. Others are fast-talking, athletic, mellow or shy. It’s true of cars, cruise lines, jewelry stores – even of soup. Try imagining Campbell’s Soup as a person. Did you think of a female? Is she warm and motherly? Concerned about her family’s well-being? It’s easy to picture her because that’s the image Campbell’s wants you to see. Every piece of Campbell’s advertising builds a mother-child relationship between its products and you. It’s Campbell’s brand and it’s worth its weight in silver soup spoons.

What’s Your Brand Identity?

Determine whether your store has that same level of recognition. Beware: How you see your brand may not be how others see it. The easiest way to know if you have a strong image that appeals to your target audience is to examine your typical customer. What did you see when you went out on the floor? Retirees? Twenty-somethings? Professionals? Blue-collar workers? If your average customer is female, over 50 and “old money,” that’s the image you project. And that’s fine if these are the customers you want your brand to attract.

Be brutally honest when evaluating your brand identity. If you’re not reaching your desired customers, it’s probably because they don’t feel good when they hear your name. Or worse, your image may be so vague they have no opinion at all. They don’t dislike you; they just don’t know you.

Your store’s brand is the most vital key to your success and longevity. Decide what kind of “person” you want your store to be, then make sure everything you say or do fits that image. Choose advertising your ideal customers will like and respect. Remember, you’re building a relationship – your ads must touch your ideal customer in a personal way. Don’t cheat and bribe them with a sale! Relationships aren’t built on price-point advertising or clearance sales. You must become their friend – someone they want to stick with no matter what the cost. A loyal customer base is the only way to increase and sustain sales over the long term.

– by Denise Meyer

Denise Meyer is creative director of Fruchtman Marketing, a full-service agency in Toledo, OH, representing independent jewelers across the U.S. You can reach the agency by contacting Ellen Fruchtman at (419) 539-2770,,

Copyright © 2002 by Bond Communications