Professional Jeweler Archive: How to Sell Chandelier and Dangling Earrings

February 2004

For Your Staff/Selling Styles


How to Sell Chandelier and Dangling Earrings

They're the latest thing, but new to many jewelry stores


OK, so you know by now that chandelier and dangle earrings are among the hottest jewelry products going. Here are some tips on how to make the most of them in your store.

1. Know your target. She’s often an under-50 woman employed outside the home. She’s fashion-conscious, confident and extroverted, says Susan Eisen of Susan Eisen Fine Jewelry, El Paso, TX.

2. Are they only for skinny women? Because of the popularity of these earrings, all kinds of women may be interested in them. But Gary Gordon of Samuel Gordon Jewelers, Oklahoma City, OK, says he’s noticed slender or taller women on the younger side go for them, maybe because they look good on a woman with a long neck and crisp jawline.

3. But don’t prejudge. Cynthia Sliwa, a Hermosa Beach, CA, designer of jewelry for plus-size women, says these earrings can work on fuller faces if they end at the jawline instead of the shoulder. Extra-long skinny earrings can call unwanted attention to a wider neck or double chin, while those with equal width and length flatter a rounder face and draw attention upward.

4. Encourage women to wear them all the time. Though some customers may feel these are only for dressy occasions, reassure them they’re fine for office and casual wear also. Gordon says his store directs women more toward colored gem chandeliers for day, while diamond dangles seem more suited to nighttime in his community. However, many diamond styles with small diamonds and shorter dangles can be worn anytime. As with any big earrings, advise women to choose designs that won’t pull down the ear lobe or enlarge the pierced hole.

5. Be aware of price issues. Some perceive this style as a fad, though fashion magazines now refer to them as a permanent part of a fashionable woman’s jewelry wardrobe, akin to hoops and studs. For customers unsure the trend will last, show earrings around $1,000 or less. For men, between $1,000 and $2,000 is about right, says Laura Stanley of Stanley Jewelers, North Little Rock, AR.

6. Adapt your selling to men. Though women will be familiar with the style, you may have to pull out a few magazines to show men how popular these earrings are, says Eisen. Stanley and Gordon also reassure men their significant others can return or exchange the earrings. Be sure women who work in the store wear them, because the earrings’ sexy movement will convince a lot of men. Gordon notes he’s seen an uptick in the number of men buying more fashionable and designer jewelry on their own. “To us, this is a good sign – perhaps romance is back,” he says.

– by Lorraine M. O’Donnell, A.J.P.

These two magazine photos, of actress Aisha Tyler and model Cindy Crawford, show the two directions you can take customers looking for the latest earrings. Tyler wears the popular chandelier, but more conservative or older customers may prefer Crawford’s classic dangle.

Copyright © 2004 by Bond Communications