Professional Jeweler Archive: Hidden Profit Centers: Build Your Business

October 2002

Feature


Hidden Profit Centers: Build Your Business

Non-jewelry merchandise keeps the register ringing


A few years ago, you could dream about a 26-year-old dot-com CEO sauntering through your door and putting you into the black with a single purchase. Now, given the state of the economy and consumer confidence, it’s clear that slow and steady sales – think of the tortoise beating the hare – will win the race to stay profitable.

Whether it’s a wide selection of watchbands and batteries, a good jewelry cleaner, a decorative box or other add-on products, you can ring up steady sales from timepiece and jewelry enthusiasts.

For watch customers, offer free periodic battery replacement. While you have the customers’ attention, show your latest watchband selections. Introduce automatic timepiece owners to watch winders, which protect and maintain watches when they’re not worn.
Fine jewelry collectors love add-ons that enhance their treasures. Suggest a new jewelry box or valet to store tie tacks, cuff links, studs and watches. Jewelry cleaning systems are another popular add-on for the collector who cares about regular maintenance. Don’t forget about polishing cloths, fastening devices and items that make jewelry more comfortable to wear.

Stay focused on these hidden profit centers all year and promote them in your store and through direct mail and advertising. Among the peak times are Valentine’s, Mothers’ and Fathers’ days, graduations, religious celebrations and weddings.

– by Lorraine M. O’Donnell, A.J.P.

100 Leonardo pens will be made in 18k gold and 1,000 in sterling silver. A small sphere with a tiger’s-eye cabochon on the 18k gold version and a carnelian cabochon on the sterling silver version top the cylindrical bodies.

Omas, Springfield, NJ; (973) 467-1890, fax (973) 467-5495.

Lizard case features side necklace panels and comes in red or black.

Wolf Designs, Malibu, CA; (866) 289-9653, fax (310) 456-8393.

The Guido Reuge music box, a limited edition of 99, plays the Guido Waltz in three parts. The crystal music box is signature engraved on the front and has gold-plated brass cylinder, spring housing and movement base.

Reuge Music, Culver City, CA; (800) 738-4348 or (310) 410-7040, fax (310) 410-0792, info@reugeusa.com.

Small jewelry box features a black high-gloss polyurethane rosewood finish with white faux leather lining. Measures 5 by 4 by 2 inches. Suggested retail, $30.

Esslinger & Co., St. Paul, MN; (651) 452-7180, fax (651) 452-4298.

A delicate colorful design for the second in a series of limited-edition boxes, Cottage Garden Spray is inspired by a work by Franz Xavier Nachtmann (1799-1846). Each one is hand-numbered, and the edition is limited to 250 boxes.

Staffordshire Enamels Ltd., Stoke-on-Trent, England; In the U.S., (310) 372-7046, info@staffordshire-enamels.co.uk, www.staffordshire-enamels.co.uk.

Clockwise from top left: The Quantum SST system wind-resistant double guillotine cigar lighter with a locking built-in cutter and large fuel capacity retails for $90, the Harley Davidson motor flag lighter by Zippo is $36, the stainless steel 11-by-1-in. tool kit is $6 and the engravable 6-oz. stainless steel Leatherman flask is $33.

Quality Gold Inc., Fairfield, OH; (800) 354-9833, fax (800) 686-7184.

Knot-No-More storage device eliminates the problem of tangled necklaces. The gentle spring that coils the necklace after it has been inserted into the soft fabric lining assures it remains in place. Suggested retail, $6.95

Demac Ltd., St. Charles, IL; (630) 513-9593, fax (630) 513-0293, dnmc52@msn.com.


Life of the Wedding Party

Unlike fuchsia bridesmaid’s dresses, fine jewelry can be worn again

Offering engagement and wedding rings is a no-brainer for any jewelry store. Fine jewelry gifts for the bridal party, however, aren’t always such obvious sales opportunities. With the introduction of B.A. Ballou’s Ballou-Bridal, you can help busy brides and grooms easily wrap up shopping for their attendants.

“Jewelry makes its wearer feel beautiful,” says designer Caroline Ballou. “Brides are sure to find the perfect choice for their wedding party in the collection.” The line includes an array of gifts in a variety of materials and price ranges. Options include matching jewelry and cuff links for bridesmaids and groomsmen as well as engravable gifts.

Ballou provides sales support, including answers to frequently asked questions about jewelry for the bridal party, a redesigned Web site, an in-counter display unit, ad slicks, statement stuffers and an eight-page Wedding Etiquette booklet.

• B.A. Ballou, East Providence, RI; (401) 438-7000, www.balloubridal.com.

– by Sarah Donahue

Floating hearts for bridesmaids have 0.25 carat of diamonds in white or yellow gold.
Sterling silver, onyx and mother-of-pearl cuff links and studs are perfect for the groom and groomsmen.

Copyright © 2002 by Bond Communications