bridal jewelry - diamond council of america

Advanced Jewelry Sa les

Bridal Jewelry

Diamond Council of America © 2010

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1Advanced Jewelry Sales 6

Bridal Jewelry

This section of the course starts with a look at bridal jewelry.

In This Lesson:• GettingSpecific• GiftsofLove• BridalCustomers• BuyingBridalJewelry• SellingEngagementRings• SellingWeddingJewelry• SellingAnniversaryGifts

GETTING SPECIFICIn the first section of this course (Lessons 2 through 5)

you examined critical variables in advanced jewelry sales – customers, the buying experience, branding, and dealing with changes. These variables affect the selling process for fine jewelry of any kind, but they come together in different ways with different types of merchandise.

The second section of the course (Lessons 6 through 11) will focus on specific product categories – bridal, fashion, men’s designs, custom work, estate jewelry, and fine watches. Some of these are important for every jewelry retailer. Others represent possibilities for creating specialized niches in today’s competitive market. Even if your store doesn’t carry the cate-gory that’s discussed in a particular lesson, you’ll find things you can use in selling other types of merchandise.

Ring photo courtesy True Romance. Couple photo courtesy Samuels Jewelers.

Bridal Jewelry

2 Advanced Jewelry Sales 6

Lesson ObjectivesWhen you have successfully completed this lesson, you will be able to:• Recommendchoicesforalltypesofbridalpurchases.• Identify today’s engagement and anniversary customers.• Explain steps and behaviors in buying bridal jewelry.• Manage the complexities of engagement ring sales.• Increase your sales of wedding and anniversary jewelry.

Editorial Note: In this lesson the terms “bride” and “groom” as well as “fiancé” and “fiancée” are often used instead of longer but more accurate constructions like “bride-to-be” or “prospec-tive groom.” This is intended to make reading easier. Such distinc-tions are important to some customers, however. So, be aware of this issue in person-to-person dealings, and be careful not to offend. If you’re in doubt about using one of the shorter forms, ask the customer if it’s okay.

For each category you’ll learn:

• Whatitincludes–thetypesandstylesofproductsthatareavailable and popular.

• How important the category is to most “brick-and-mortar” jewelry retailers, and to the industry as a whole.

• Whothetypicalcustomersareintermsofgender,age,income, and other significant markers.

• Factors that affect the buying process, and distinctive behaviors that customers exhibit.

• Special approaches and techniques you can use in presentations.

• Unique aspects of follow-up and clienteling.We’ll start this section with the category that’s most important to

most stores – bridal jewelry.

Photo courtesy JCK.

Bridal Jewelry


GIFTS OF LOVEBy strict traditional definition, bridal jewelry consists of

engagement and wedding rings only. In most stores today, however, the bridal section also holds anniversary rings, and perhaps gifts for the bride. It’s where the inventory of unset diamonds is kept as well.

This lesson will expand the category’s scope to encompass all types of jewelry that are given and received to celebrate engagements, weddings, and anniversaries. As you’ll see, this expanded definition includes most of the merchandise in your showcases.

Product-wise, the focus will be on women’s “ready to wear.” Men’s bridal jewelry will be covered in Lesson 8, while custom jewelry of all kinds is the subject of Lesson 9. But you can apply much of what you learn in this lesson to selling any jewelry that will be given as a gift of love.

No matter what the form or style, bridal jewelry always sends a message of love.

Photo courtesy Diamond Promotion Service.

MEaSurES OF IMPOrTaNCENo matter how you define the category, bridal jewelry is the

cornerstone of American jewelry retailing. This is also true regard-less of which statistics you use to measure importance – customer numbers, market share, contribution to store revenue, or poten-tial for future growth.

• CustomerNumbers – Each year there are about 2½ million marriages and 56 million anniversaries in the US. More than 80% of brides receive an engagement ring, 95% of couples exchange wedding rings, and about 10% of husbands – or more than 5½ million – give fine jewelry for their anni-versary. Thus, the bridal category is built on a solid foundation of tradition and demand.

• MarketShare – The bridal category accounts for more than 1/4 of the value of all fine jewelry sold nationwide. For diamond jewelry sales, engagements and anniversaries are each as big as the year-end holidays.

Bridal jewelry is the cornerstone of American jewelry retailing.

Bridal Jewelry


Rings have been given as tokens of love and commitment for thousands of years.

ENGaGEMENT rINGSRings have been given as tokens of love and commitment for thousands

of years. At different times, they’ve been made of various metals as well as less durable materials like leather, wood, and even plant fiber.

History first records a diamond engagement ring in the 1400s. For centu-ries after that, diamond engagement rings belonged mainly to royal courtship. They began appearing in the US in the late 1800s, and became a mainstream American tradition by the 1950s.

Today about 84% of US brides receive a diamond engagement ring. By some estimates, diamond engagement rings account for more than 1/2 the total value of the entire bridal jewelry market.

When customers choose diamond engagement rings, the most important features are usually the ring’s design and style, the center diamond’s shape and carat weight, the metal the ring is made from, and the ring’s price.

Ring Design anD style

The diamond engagement ring carries tremendous meaning, and its form is iconic. As a result, the engagement ring isn’t as strongly affected by fashion as other types of jewelry. However, there’s still room for distinctive-ness and individuality. The basic form has also evolved over the years, and new styles have been added from time to time.

• StoreRevenue – Sales of just the traditional bridal components – engagement and wedding rings – generate more than 1/3 of the average American jewelry store’s yearly revenue. For many stores the contribution is over 1/2, and for some it’s nearly 100%.

• FutureGrowth – Bridal sales are almost certain to grow in the future. The Millennial generation will produce a steady rise in the annual number of weddings over the next decade. The divorce rate is also declining and people are living longer, which means more couples will be celebrating bigger anniversa-ries. Further potential comes from the fact that many married women have never received fine jewelry for their anniversary.

The Millennial generation is going to create a marriage boom in coming years.

Bridal Jewelry


Much of this is due to designer creativity, industry initiatives, and shifts in consumer taste. Other changes have come from advances in technology. Some experts also say that engagement rings are growing more varied because of brides’ increasing influence in purchase deci-sions.

Most engagement rings sold today can be divided into five design categories – diamond solitaires, solitaires with accents, three-diamond rings, diamond cluster rings, and diamond bands.

• DiamondSolitaire – The classic diamond solitaire ring is a single diamond with a prong setting in a simple band of precious metal. This remains the most popular version of the design. Modern variations may have different setting styles – bezel or tension, for example – but most don’t stray far from the original concept. For many years diamond solitaires topped the charts in engagement sales. They’re still purchased by customers of all ages, but today only about 1/3 of brides choose or receive them.

• SolitairewithAccents– Essentially a solitaire embellished with smaller diamonds, this is now the favorite engagement design with most age groups. More than 1/2 of brides currently receive a diamond solitaire with accents. There are countless variations. In many, the center diamond is flanked by smaller diamonds of the same or complimentary shape. Other styles feature clusters or short rows of melee on either side of the center. Small diamond or colored gemstone melee may also be set partway or completely around the ring’s shank.

• Three-Diamond – Originally created for anniver-saries, three-diamond jewelry made its debut in 2000. The concept is defined by three diamonds of significant size representing the past, present, and future of a rela-tionship. The concept has been applied to other jewelry forms, but the symbolism of the three-diamond ring appeals to many younger brides. As a result, about 1 in 10 diamond engagement rings fall in this category.

Brides today are influencing engagement ring designs as well as purchases.

Three-Diamond Rings appeal to many younger brides.


The diamond solitaire with accents is now the favorite engagement ring design with most age groups.

Bridal Jewelry


• DiamondCluster– Rings with diamond clusters are a little more popular than three-diamond designs, and they’re chosen by customers of all ages. To some they have an old-fashioned charm. For customers with limited budgets, cluster rings offer high visual impact combined with affordable cost.

DiamonD shape anD Weight

A single diamond is the centerpiece of most engagement rings, and also the biggest factor in cost. So, its characteristics are a top concern.

When questioned specifically about the diamond, most customers rate all four Cs about the same in importance. But in decisions about the ring as a whole, cut shape and carat weight stand out.

• CutShape – The round brilliant has been the preferred cut shape and style for more than a century, and it’s still chosen by about 1/2 of all brides and grooms. Another frequent pick is the marquis cut, and princess cuts have been gaining favor in recent years.

• CaratWeight – Increasing carat weight is another trend in engagement ring diamonds. Currently the average range for the center diamond is about 1/2 to 1 carat. Accents may add up to another 1/2 carat or more. This usually puts the total carat weight at about 1 to 1½ carats.

Ring metal

Gold has been the metal of choice for engagement rings for more than 500 years, and it continues to hold that status today. About 1/2 of all brides and grooms decide on yellow gold. But over the last decade, more and more have been choosing white gold instead.

Photo courtesy Stuller.

• DiamondBand– Band-type designs usually have one or two rows of small diamonds across the top of the ring. The eternity ring, which features a complete circle of diamonds, also fits in this category. Research shows that band designs gain appeal as women age. This may reflect the fact that many older brides are beginning second or third marriages, and want an engagement ring that’s different from what they previously received.


Bridal Jewelry


The growing demand for white gold is part of a long-term trend that includes other white metals such as platinum, and more recently palladium. (Silver is rarely used for diamond engagement rings.)

One reason for the white metal trend is symbolism. The color white is associated with purity in Western culture. White metals also enhance the appearance of colorless and near-colorless diamonds.

Another factor behind white gold’s increasing popularity has been the resurgence of platinum. Since the 1990s, platinum has been promoted as the ideal metal for bridal jewelry – especially diamond engagement rings. As a result, about 1/3 of brides now wish for their rings to be made of platinum.

But platinum is much more expensive than karat gold, and this creates a price barrier for many customers. Those who can afford it often choose platinum. Others opt for white gold as a more affordable alternative.

Ring pRice One more engagement ring trend is increasing price. Market

research indicates that the average cost of a diamond engagement ring more than doubled between 2005 and 2010. But most brides and grooms spend less than the average, while a small group spends more – and a few spend much more.

In many markets, most customers shopping for engagement rings are in their 20s. They’re at an early stage in their careers and have relatively low earning levels. As a result, they also have small budgets for their engagement rings.

On the other hand, engagement rings for second or third marriages are often much higher in cost than those for first marriages – on average, about 60% more. And “upgrade” engage-ment rings (same wife, second ring) can be very expensive.

The cost of anengagement ring more than doubled between 2005 and 2010.

Metals like platinum and white gold owe their popularity in part to the symbolism of their color.

Photo courtesy A. Jaffe.

Bridal Jewelry


OThER EngAgEmEnT gEmS

most engagement rings feature “white” (colorless or near-colorless) diamonds of nat-ural origin. But those aren’t the only possibilities. Some customers choose colored

gemstones, fancy color diamonds, synthetic diamonds, or even diamond simulants.

• ColoredGemstones– Although diamonds are now the “standard,” colored gemstones have always had a place in engagement rings. Today about 5% of brides receive a ring in which a colored gem is central. Many diamond engagement rings also have gemstone accents.

• FancyColorDiamonds– In 2002 actor Ben Affleck started an instant trend when he gave actress-singer Jennifer Lopez an engagement ring set with a 6-carat pink diamond.Whilefewcustomerscanaffordrarenaturalcolors like pink or blue, a growing number are opting for affordable yellows and browns. Treatments put even the rarest hues within reach of many pocketbooks.

• SyntheticDiamonds– Synthetic diamonds didn’t appear on the jewelry market until the 1990s. But they’ve already found a niche in engagement rings. Since most synthetics are fancy colors, they’re part of the trend toward colored diamonds. However, “white” synthetics are becoming more available too. As synthetics become more plentiful and familiar, their share of the market is almost certain to grow.

• DiamondSimulants – Few couples pick CZ or another diamond simulant as a permanent choice for their engagement ring. But some do this for a “placeholder” ring. The meaning and emotion can be just as great as with a real diamond. A placeholder purchase also represents the potential for an upgrade at some time in the future.

Bridal Jewelry


Many younger brides prefer fancy wedding rings like these white gold and diamond designs featuring elaborate openwork.

Photo courtesy Samuels Jewelers.

WeDDiNGRiNGSA wedding symbolizes the union of two lives, and for most

couples the exchange of rings is a focal point of the ceremony. Wedding rings are typically worn by both partners in the marriage. Besides love, they usually denote a legal commitment and perhaps a religious or spiritual bond as well.

For many people, this multiple function gives wedding rings even greater symbolism than engagement rings. It also makes them even more resistant to style variations and the influence of fashion.

Nevertheless, customers do have choices when it comes to wedding ring designs, gems, and metals. Matching is another variable.

• Designs – Wedding rings range from narrow rings to wide bands, and from plain metal circles to richly carved, gem-orna-mented creations. Younger brides tend to prefer fancier rings, but the choice really depends on personal taste and budget. In many cases, simple rings are eventually upgraded to more expensive designs.

• Gems– Some bride’s rings are made only of metal, but most feature gems of some kind. Almost 3/4 are set with diamonds. Other possibilities include colored gems, fancy color diamonds, and synthetic diamonds.

• Metals – Most brides opt for gold, but many prefer white gold even if their engagement ring is made of yellow gold. Platinum is favored by many brides, and palladium is a newcomer that’s gaining an audience.

• Matching– Most brides and grooms purchase their wedding rings separately. The rings are usually selected on the basis of personal preference and budget. They don’t have to match each other or the bride’s engagement ring. But matching is an option. The most frequent choice is a wedding duo – a wedding ring that matches the engagement ring. Another possibility is the trio – two wedding rings that coordinate with the design of the engagement ring. Some couples decide on wedding rings that match each other but not the bride’s engagement ring.

Wedding rings often denote a spiritual bond.

Bridal Jewelry


Additional Wedding Jewelry

In addition to the proposal and ceremony, a wedding can produce smaller occasions, settings, or circumstances that are appropriate for giving and receiving jewelry.

Many couples exchange gifts the night before the wedding, the morning of the event, or after the festivities are over. Jewelry is a frequent choice for this intimate moment – especially the groom’s gift to the bride.

In the weeks before or after the Big Day, the bride is likely to receive gifts – perhaps including jewelry – from her parents, other family members, in-laws, or friends. She may also give jewelry to her bridesmaids.

Along the way, the bride might treat herself to jewelry too. Maybe she’ll do this to accessorize her wedding dress or an outfit she’ll wear to other functions. Or perhaps it will be part of a personal celebration of her life and the wonderful thing that’s happen-ing in it.

ANNiveRSARyJeWelRyAn anniversary is the day each year when two married or mutually

committed people celebrate the life and special relationship they share. Apart from engagements and weddings, anniversaries are among the three favorite occasions for giving and receiving fine jewelry. (The other two are birthdays and the year-end holidays.)

The potential selection for anniversary gifts includes diamond rings and other types of diamond jewelry – plus almost everything else in your showcases.

DiamonD Rings

Diamond jewelry is the most popular choice for anniversaries – and rings are the very top picks. These include upgrades and enhance-ments, anniversary rings, rings with larger diamonds, and right-hand rings.

• Upgradesandenhancements– As you’ve already seen, many customers eventually purchase upgrade engagement or wedding rings. Enhancers, guards, and wraps for solitaires offer added possibilities.

Photo courtesy Kwait Diamonds.

Bridal Jewelry


• AnniversaryRings – For decades, a favorite gift for anni-versaries has been the diamond anniversary ring. This is essen-tially the same as many band-type designs used for engage-ment and wedding rings. One version – the eternity ring – was created specifically for anniversaries, but consumers adopted it for other bridal occasions too.

otheR anniveRsaRy choices

While rings are most popular, anniversary diamonds can deliver their messages in other forms, such as earrings, necklaces, bracelets, and pins. Sill more possibilities are supplied by Journey Diamond Jewelry and other products in your showcases.

• JourneyJewelry– This concept was created especially for anniversaries and other gift occasions. Journey jewelry is available in earring and pendant designs. It features diamonds of gradu-ated sizes that symbolize how love grows over time. Introduced in 2006, Journey quickly became one of the best-selling diamond jewelry design categories, and one of the most popular anniversary gifts.

• OtherProducts – As varied and appealing as it is, diamond jewelry doesn’t provide the only choices for anniversary gifts. Almost every item in your store – colored gemstones, cultured pearls, watches, metal-only, new, custom, or estate – is something a husband might purchase for an anniversary, and a wife would be happy to receive.

• largerDiamonds – Rings with fewer but larger diamonds have always been high on the list of anniversary gifts. In recent years, their symbolism has been enriched by the three-diamond ring with its “Past, Present, Future” message.

• Right-HandRings– Another choice is the diamond right-hand ring. This style is defined as any ring that’s worn on the right hand and features at least one significant diamond. Introduced in 2003, the concept was devel-oped for women self-purchasers. But men quickly identified it as a great gift idea, and now purchase more than 2/3 of all right-hand rings.


Bridal Jewelry


BRiDAlCUSTOMeRSIn Lesson 2 you learned that jewelry customers can

be analyzed in terms of demographics, psychographics, and behavior. In this section, you’ll focus on the first two factors. In the next section, you’ll examine shopping and buying behaviors.

Most customers for bridal jewelry fit into one of two groups – those who are shopping for engagement and wedding rings, or those who are seeking anniversary gifts. These groups share certain traits and concerns, but the complete profiles are distinctive.

eNGAGeMeNTANDWeDDiNGCUSTOMeRSAs far as jewelry purchases are concerned, the most important

demographics are based on gender, age, and income. Customers for engagement and wedding rings illustrate how these factors apply – but there are some surprises too.

genDeR

Men purchase virtually all engagement rings and bride’s wedding rings, and women receive them all. For this reason, men have traditionally been considered the primary customers for engagement and wedding rings. But that probably never was true, and it’s certainly not today.

Receiving any gift of fine jewelry – and especially bridal jewelry – usually isn’t a totally passive act. Brides have always dropped hints about the rings they’d like to have, and most still do. But many now take a more “hands-on” approach. For example, showing their fiancés photos of rings in magazines or on websites, window-shopping with them at jewelry stores, or guiding them inside for a look at what’s in the cases.

Purchase decisions about engagement rings have to please brides as well as grooms.

Bridal Jewelry


Cohorts Born Agein2010 Agein2015 Agein2020

Baby Boomers 1946-1964 46-64 51-69 56-74

GenerationX 1965-1979 31-45 36-50 41-55

Millenials 1980-1995 15-30 20-35 25-40

As a result, most brides today have some level of participation in selecting their engagement and wedding rings – and many get very involved. In fact, studies show that brides have more influence than grooms in most decisions about engagement rings.

More than 1/2 of brides receive the diamond shape they like best; 2/3 receive the metal they prefer; and 3/4 receive the ring style they wish for. More than 60% of brides even have a big say in choosing the store where the ring is purchased.

So, in an engagement or wedding ring purchase, your mission is to satisfy both the groom and the bride.

age

Most of today’s jewelry customers belong to three generational cohorts – Baby Boomers, Generation X, or Millennials. Here’s a “snapshot” of their birth years and ages at specific points in time:

Engagement and wedding customers tend to be young. In any given year, about 3/4 of all US marriages are for the first time. The rest are for the second time or more. The median age at first marriage is currently 26, and at second marriage it’s 33. Thus, about 1/2 of all first or second marriages occur between the ages of 18 and 33. This age range also accounts for about 80% of all engagement ring sales by value.

In most markets Millennials are the top engagement and wedding customers, while Gen Xers rank second and Boomers third.

• Millennials– Many Millennials are now in their prime “marrying years,” and many more are on the way. As a result, members of this cohort will make the majority of engagement and wedding ring purchases until about 2020, and they will stay important for years after that. The Millennial generation is also huge – nearly 80 million people. For this reason, the annual number of engagements and weddings in the US could rise as much as 30% in the period from 2010 to 2020, compared to the average from 1995 to 2005.

Many Millennials are now in their prime marrying years.

Bridal Jewelry


• GenXers – Between 2010 and 2020, Gen Xers will steadily become less important as a group for engage-ment and wedding purchases. Individually, however, they’ll remain significant. Per capita incomes are likely to rise as members of this cohort advance in their professional careers. Those who marry may have the spending power to celebrate at levels many younger customers can’t afford.

• Boomers– By 2020 Baby Boomers will be rare among customers for engagement or wedding rings. In the mean-time they’ll be important in the same way and for the same reasons as Gen Xers. Some will be marrying again – or perhaps for the first time – and on average they’ll have the highest discretionary income of any age group.

income

Income is an obvious factor in who buys jewelry and how much they can afford. As a group, affluent and wealthy consumers spend proportionately more than those who make less money. But middle- and lower-income consumers are much more numerous, and thus form important market segments.

There’s no published research that directly matches income with engagement and wedding ring purchases. But it’s possible to make inferences from data that is available. For example, customers can be divided into four groups based on spending:

• Customers who spend less than 50%oftheaverage for engagement and wedding rings make about 1/2ofallpurchases, and those purchases represent about 30%ofthetotalvalue of all sales.

• Those who spend 50to100%oftheaverage make a little less than 1/3ofpurchases and account for almost 30%oftotalvalue.

• Those who spend 100to200%oftheaverage make about 1/6ofpurchases and account for 25%ofvalue.

• Those who spend morethan200%oftheaverage make less than 1/20ofpurchases(actually only 3.5%), but account for 17%oftotalvalue.

Income is an obvious factor in who buys jewelry and how much they can afford.

Gen Xers will become less important for engagement and wedding sales as a group, but they will remain significant on an individual basis.

Bridal Jewelry


These four groups probably correspond to lower-income, middle-income, affluent, and wealthy customers. In that case, the traditional bridal components are much like the rest of the jewelry market, in which the wealthiest 30% of customers make almost 70% of all purchases measured by value.

But most customers are also willing to trade up for special purchases, and spend more than they might normally feel they can afford. This happens often with engagement and wedding rings. So, be careful not to make assumptions based on first impres-sions. Take time to get to know the customer and determine what he needs to express the emotions he’s feeling and the messages he wants to send.

aNNIVErSary CuSTOMErSA good way to get a picture of anniversary customers is

to compare and contrast them with engagement and wedding customers – to look at what’s the same and what’s different.

• Gender – The marital status is different (already married vs planning or hoping to be), but the basics of the situation are exactly the same: The purchase needs to please both husband and wife.

• Age – The current ranking of cohorts is reversed. Baby Boomers are now the top customers for anniversary gifts, but over the next decade they’ll begin to give up that position. Meanwhile, Gen Xers and Millennials are likely to be buying more jewelry as a result of rising incomes. So, they’ll start to become your best anniver-sary customers – and they’ll probably stay that way for the rest of your career.

• income – The patterns and circumstances are the same as for engagement and wedding customers, and for customers of fine jewelry as a whole. Those with higher incomes are likely to spend more – both in absolute terms and proportionately. But every customer is impor-tant, no matter how much he makes or plans to spend.

Baby Boomers are currently the top customers for anniversary gifts of fine jewelry.

Bridal Jewelry


BUyiNGBRiDAlJeWelRyAs you learned in Lesson 3, the buying process normally

consists of six steps – triggering, pondering, searching, selecting, committing, and evaluating. Typical behaviors include setting a budget, deciding where to shop, comparing options, and seeking the best deal.

TrIGGErINGTriggering occurs when an event of some kind begins the

buying process for a particular purchase. With bridal jewelry the triggers are obvious. For an engagement ring, it’s when the groom decides he’s going to “pop the question,” or the couple agree that they’re ready to “make it official.” If the wedding rings are purchased separately from the engagement ring, they have their own trigger. That’s usually when the day of the ceremony is set. The trigger for an anniversary purchase comes when the yearly date begins to approach – or the husband remembers it.

PONDeRiNGThe second step in the buying process is usually pondering whether

to invest in jewelry or something else. For engagements and weddings, tradition dictates the purchase of rings. So, pondering is often replaced by planning, which includes budget setting.

BuDgeting foR engagements

Research shows that almost 2/3 of grooms decide on the engagement ring budget by themselves. Some couples set the budget together. But the groom almost always makes the final decision on how much to spend.

A budget isn’t an exact or fixed amount, however, and it can change as the buying process moves forward. Grooms often spend more than they originally plan.

Another thing research indicates is that engagement ring budgets aren’t very sensitive to the downsides of economic cycles. In the middle of the “Great Recession” of 2007-2009, more than 3/4 of couples in one survey said they weren’t spending less for their ring as a result of the economy.

The trigger for an engagement ring purchase may occur when the groom decides to “pop the question.”

Some customers set the engagement ring budget together.

Bridal Jewelry


options foR anniveRsaRies

Budget setting is also part of the pondering step for an anniversary purchase. But there’s a bigger issue as well. The list of gift choices is much more open than with engagements and weddings. So, the husband has to decide whether to spend the money on jewelry or something like a luxury vacation.

In offering jewelry, you’ve got the person who counts most on your side. One study found that more than 3/4 of wives would like to receive jewelry for their anniversary. But that desire may not be conveyed at all, or there could be miscommunication. Then the husband might buy jewelry the wife doesn’t like.

This underscores the importance of building relationships and staying in touch with both partners, and getting the wife involved in the buying process from the beginning.

SeARCHiNGIn the searching step of the buying process, the customer seeks

basic facts about the purchase. The goal is to develop a clear idea of what options are available in selection and cost.

timefRames

Most brides and grooms begin the searching step for engage-ment rings more than six months before the wedding, and about 1/3 start more than 12 months ahead.

The timeframe for anniversary purchases can vary from year to year. The average searching period is about three to six weeks. For milestone anniversaries it can expand up to six months or more. But if the husband doesn’t remember that it’s his anniver-sary until he’s on the way home from work, the entire buying process may get crammed into a single hour of very intense and anxious shopping.

info souRces

The information that’s gathered in the searching step can come from a variety of sources. Today most brides and grooms find much of it on the internet. Many brides also window-shop, and some venture into jewelry stores to look at rings and try them on.

Many couples begin searching for engagement rings more than 6 months before the wedding.


3/4 of wives want jewelry for their anniversary.

Bridal Jewelry


Grooms are likely to ask recently engaged or married peers for advice. They may also visit stores, read brochures or watch DVDs supplied by retailers, and browse through their fiancées’ wedding magazines.

When husbands start searching for anniversary gifts, they may turn to a number of sources for infor-mation. Some pick up suggestions from ads they’ve seen. Others seek advice from friends, coworkers, or family members. Many are guided by memories of comments their wives have made. The lucky ones have a good idea about what to look for and where to find it. This might be based on clear input they’ve received from their wives – or perhaps a timely reminder from a jewelry professional like you.

SELECTINGSelecting is the step in which the customer compares

options, identifies the most likely possibilities, and begins working toward a decision about the purchase. With engagement rings, some couples or grooms move to the selecting step more than a year before the wedding, and a few do so less than a month in advance. But about 1/4 shift to this step six to 12 months before, 1/4 do it at three to six months, and 1/4 at one to three months.

Many anniversary customers arrive at the selecting step about two weeks before the celebration. But the timing can vary depending on the importance of the anniversary and the amount and quality of guidance the husband receives.

Grooms are likely to ask engaged or married peers for advice about engagement rings.

When buying anniversary gifts, many men are guided by comments their wives have made in the past.


Bridal Jewelry


DeciDing WheRe to shop

One of the first things that happens in selecting is that customers decide where to shop. During the searching step, they develop a good idea of what various stores offer. In selecting, they narrow the list to a manageable number – usually three to five stores.

Decisions about where to shop are usually based on customers’ knowledge, perceptions, or expectations regarding:

• The price range of the store’s merchandise. • The quality of that merchandise.• The size of the selection. • The store’s reputation.• The knowledge and helpfulness of its professional team.• The amount and quality of personal attention that will be

received.

compaRison shopping

Once the list of stores is finalized, comparison shop-ping begins. Millennial couples shopping together are likely to look at nearly 30 rings over a three-month period. Grooms shopping alone and husbands seeking anniversary gifts may not look at as many pieces or take as long, but the thought processes and emotions they go through are much the same.

The ultimate objective is to find the best – hopefully, perfect – combination of features, benefits, meanings, and feelings for both the gift and the buying experience. But this can be hard to do. If you total up just the possibili-ties for an engagement ring, with the 4Cs for the center diamond, basic ring styles, settings, and traditional metals, there could be more than 100,000 possible combinations to consider.

That’s why customers for bridal jewelry – or any other category – need the assistance of professionals who have the knowledge and skill to explain the factors that affect beauty, quality, and value, and guide them in making educated decisions.

Millennial couples shopping together may look at nearly 30 rings over a three-month period.

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COMMITTINGCommitting – or saying “Yes” and making the purchase

– completes the main phase of the buying process. Nearly all engagement and wedding customers eventually buy rings. The big questions are: “Will they do it at your store or from a competitor?” And “Will the buying experience encourage them to acquire more jewelry in the future?” Similar questions exist with anniversary customers.

In order to commit to you, your store, and one of the choices you offer, customers need four things – certainty, trust, confi-dence, and assurance.

• Certainty– Customers must feel certain that they understand the factors that should affect their purchase decision; that they have received accurate and adequate information about those factors for the choices they’ve been offered; that they have consid-ered the choices intelligently, and have found the one that repre-sents the best balance of factors among the possibilities they’ve seen, or might reasonably expect to find.

• Trust – Customers must trust you, your store, and your entire team. They have to know that you do business in a way that’s consistently honest and fair; that you’re able and willing to work for their best interests; that you’ll keep your word and deliver on promises you make; and that you – more than any other store or professional they’ve encountered – are the best one to assist them with this important decision.

• Confidence – Customers must be confident that the purchase can accomplish what they need and want it to. To do that, the gift must send all the right messages in all the right ways.

• Assurance– Customers must be sure that if there are problems, you’ll do your best to fix them. This starts with issues like faulty workmanship or a mix up with a special order. But it extends to situations over which you have no control – like a girlfriend saying “No” to a proposal, or a wife deciding she doesn’t want something she had on her wish list.

In order to commit, customers must trust you, your store, and your entire team.

Nearly every engagement customer will buy a ring. But will it be from you?

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Customers think you might be able deliver all these things when they put your store on their list for comparison shopping. You can start showing them that they’re right in the early steps of the selling process. But you have to continue to confirm and rein-force all the way through closing and follow-up.

SELLING ENGaGEMENT rINGSEngagement ring sales can be long and complicated. But

when you consider everything that’s going on, it’s easy to understand why. You’re often dealing with a mix of complex psychology, strong emotions, deep messages, profound symbolism, and high monetary investment. Many of the grooms you work with are buying fine jewelry for the first time, and they’re starting with the most important purchase they may ever make. You also have at least two people to please – the bride and groom – and the list may extend to many others on both sides of the aisle.

As a result, you need to bring your “best game” profes-sionally, and be ready to guide customers through a lengthy buying process.

Sales for engagement rings often go through a series of three distinct phases – brides and grooms searching sepa-rately, couples shopping together, and grooms coming back to commit and “close the deal.”

PHASe1–SePARATeSeARCHiNGIn the first phase of an engagement ring sale, the bride

and groom are likely to visit your store separately, perhaps more than once. Both are in the searching step of the buying process.

Brides and grooms have different shopping styles and priorities, but their goals are similar. They have to do with your products, your store, and you.

Engagement ring sales can be long and complicated. So, you need to bring your “best game” professionally.

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• Products – During initial searching visits, brides and grooms gauge the size and appeal of your selection, as well as the general ranges of quality and price. Brides often look for preferred styles and familiar brands.

• Store– Brides and grooms also want to get a “feel” for your store. They’re looking for a place to shop that’s comfortable and interesting, with a team that’s knowledge-able, helpful, and attentive.

• you– They want to find out if you know what you’re talking about. Are you honest, friendly, and enthusiastic – genuinely able and willing to assist them with the buying process? How easy will you be to work with?

You have your own professional objectives for this phase. You need to establish rapport, get into profiling, show the choices you have to offer, and do some presenting. Most of all, you have to sell your store and yourself.

sepaRate BRiDes

Brides might come alone, or maybe with one or two friends or family members. Today most have definite ideas about what they want. Your ulti-mate mission is to help turn their dreams into reality. In the first phase of the sale, however, your top priority is to make brides and whoever’s with them feel comfortable and welcome.

If they want to do some “just looking,” let them know that’s fine and you’re there to assist whenever they’re ready. Then stay nearby and alert.

Look for a chance to start building rapport. When it comes, give most of your attention to the bride, but get everybody involved. Make it a party!

ProfilingtheBrideAs soon as you find out why the bride is in your store, you need to

take four specific verbal actions. Congratulate her, anticipate success, translate what’s happening into symbolic and emotional terms, and appreciate the opportunity she’s giving you.

Your mission is to turn brides’dreams into reality.

In the first phase of an engagement ring sale, the bride may visit your store on her own.

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• Congratulate – Express joy and good wishes. You don’t have to be fancy or wordy – just sincere. “Wow! That’s great! Congratulations!” This flips on the spotlights, pops the confetti, strengthens the personal bond between the two of you, and puts you on her side.

• Anticipate– Also express confidence in a successful outcome. “We’ve got a big selection of gorgeous rings, and I’m sure we can find some you’ll love.” This sends the message that she’s found the right place to shop.

• Translate– Put the real reason for the visit into words. “You’re looking for a symbol of all you mean to your future husband – and all he means to you.” This lifts the experience out of the level of everyday shopping and elevates it to the realm of romance.

• Appreciate – Acknowledge the honor the bride has given you by including you in her search. “I know this will be an important choice, and I want to thank you for letting me help.” This shows respect, empowers the customer, and frames the dynamics of the interaction going forward.

Through your profiling you need to obtain essential information about both the bride and groom. Specifics for the bride include preferences – as well as dislikes – in ring style and metal, plus diamond shape, size, and color. Be sure to measure the bride’s ring size. Also learn how actively she expects to be involved in the buying process.

In profiling for the groom, try to find out what he’s like as a person. If the bride won’t be directly involved in the purchase, also get a sense of how much she trusts his taste. If she will be involved, ask for suggestions on how to deal with him if he visits the store alone, or when the two of them come back together.

Acknowledge the honor a bride gives you by including you in her search.

You need to determine the bride’s preferences for both the diamond and the ring.

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PresentingtotheBrideWhen you present possibilities to the bride, create lots of

involvement. Encourage her to try on rings. Highlight features and benefits based on what you’ve learned in profiling. Add emotional involvement by using descriptive words like “breath-taking,” “classic,” “elegant,” “gorgeous,” “timeless,” and “unique.” Also paint verbal pictures … of how the bride will look and feel when she receives the ring and wears it … of what others will think and feel and say … and how her groom will feel when he presents the ring and sees “that look” in her eyes and the expression on her face.

Answer any questions the bride has. But keep the spotlight on romance. If there are people with her, don’t get sidetracked by them. Give the bride her rightful share of your attention.

At an appropriate point, be sure to deliver your value propo-sition – to sum up the strongest reasons why the choices you offer represent the best value the bride can find. Also articulate your store’s brand essence and promise, and your own as well.

Other topics to cover include aesthetics (for example, ring size vs hand size); practicality (matching the ring with the bride’s lifestyle); and the relationship between beauty, quality, and value. More possibilities are the signatures and stories for branded rings you show, and fashion or celebrity connections that might add interest and appeal.

PlanningwiththeBrideThe bride won’t make the purchase. But you shouldn’t let her

walk out the door and simply hope that she or her groom will come back. Instead, be proactive.

At the close of the visit, discuss lead times for special orders, sizing, engraving, and so forth – whatever’s appropriate based on the choices you discussed. If the bride has her heart set on one particular ring, urge her to take the next step soon. “Several couples have expressed interest in this ring. If you really want it, I want to make sure you have it. Maybe we could arrange a time for you and your fiancé to come in and talk more about it.”

Use words like “breathtaking,” “classic,” “elegant,” “gorgeous,” “timeless,” and “unique.

When you’re presenting to the bride, be sure to deliver your value proposition.

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Set up an appointment for the bride and groom to come in together, or make plans for him to come alone. Give her your card, and ask her to have him contact you. If you’ve estab-lished strong rapport, ask if it would be okay to contact the groom yourself. And if she says “Yes,” do that promptly.

If the plan is for the groom to come in alone, work with the bride to select three to five rings she’d be happy with. Aim for a range of prices. Also get her to rank her picks in order of preference and include that information in your notes.

hints and helps

When you’re working with a bride who won’t be directly involved in purchasing her engagement ring, here are some strategies you might suggest:

TellHim– As opportunities arise, the bride can describe to her groom the ring styles, diamond shapes, metals, and other features she likes – and also those she doesn’t like.

ShowHim – The bride can get her groom to look at websites or magazines with her, and point out rings she likes. She might also send him images by mobile phone, leave web pages open on the computer, or cut photos out of magazines and put them in places where he’ll see them.

SendHim – She can arrange for a close friend or family member to go shopping with the groom. This works especially well if it’s someone who accompanied her on searching visits. Otherwise, she can give her “stand-in” a detailed briefing on her likes and dislikes.

BringHim – Taking the groom window shopping is another good option. If they’ll be coming by your store, you might arrange to have the rings she likes in the display.

The best strategy depends on the bride and groom’s personalities and where they’re “at” in their relationship. But a little creative collaboration between you and the bride will almost always reveal a way to get the message about ring preferences delivered.

Before saying goodbye to a bride who’s searching separately, plan for the next step in the buying process

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sepaRate gRooms

When they begin shopping for engagement rings, many grooms have never purchased fine jewelry. In their initial searching visits, they seek answers to basic questions and assurances on critical issues. If they bring someone with them, it will probably be a close friend.

For you the visit is mainly about rapport building, profiling, and presenting.

BuildingRapportwiththeGroomWhen the groom enters your store, he’s probably a little anxious – at least. So, you need to get him

to slow down and remember why he’s there.

The best approach is a simple, sincere, and friendly greeting followed by a little no-pressure rapport building. The message you need to send indirectly through your words – but clearly through your vocal tone, smile, and body language – is: “Relax! You’re safe! You’ve made it to the right place!”

ProfilingtheGroomWhen you bring the subject around to business and learn the

reason for his visit, do the same things you would with a bride – congratulate, anticipate, translate, and appreciate.

As you move forward with your profiling, find out about him and his bride. Remember to use an emotional approach. Keep the focus on romance. Word your questions so they’re open-ended. Listen actively, and watch for nonverbal signals.

You might start with the biggest question first: “What do you want this ring to say to your bride, to you, and to others who see it?” This transforms the experience from shopping to a romantic quest.

Take time to get acquainted. What does he already know about the purchase? … What else does he need to know? … Just as important: What does he really want and need from this buying experience?

Also get to know the bride. “Tell me all about her.” … “How did the two of you meet?” … “How long have you been together?” … “What kind of work does she do?” … “How about her outside interests and activities?”

Ask the groom, “What do you want this ring to say to your bride, to you, and others?”

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PresentingtotheGroomIf the bride has visited your store and made some prelim-

inary selections, start with these in your presenting step. Otherwise, do some profiling to help you make the right suggestions.

You might first try being direct: “Has she told you what she likes in terms of the diamond’s cut or the style of the ring?” … “Maybe shown you some pictures?” … “Pointed out rings she liked in a store window, or that friends were wearing?”

If that doesn’t work, switch to detective mode: “Would you say her taste in clothing and décor is traditional or contemporary?” …“Tell me about the jewelry she already owns.” … “Is there anything she loves and wears all the time?”

Once you start showing rings, get the groom physically involved by letting him touch them and hold them. Show him the diamonds under a microscope or with a loupe. Use a ring stick or ask someone in the store to act as a model.

As always, create mental involvement by translating features into benefits, and add emotional involvement with romantic descriptive words. Also paint verbal pictures of three specific scenes – giving, receiving, and enjoying.

• Giving – Describe the love, pride, satisfaction, and joy the groom will feel when he presents the ring, asks the question, and hears his bride say, “Yes!”

• Receiving– Also depict the look in her eyes and on her face. How happy she’ll be with the ring and him. How much in love – and how loved – she will feel at that moment.

• enjoying – Then flash forward to the bride wearing her ring. To the reactions of her family, friends, and coworkers – or his – when they see it. What they’ll think and say about the ring and her and him. And what the ring will say to them about the love he and his bride share.

When you show engagement rings, get the groom physically involved by letting him touch them and hold them.

If direct doesn't work, try detective.

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As with the bride, find opportunities to deliver your value proposition and to articulate the brands of your store and yourself. Explain how the 4Cs relate to beauty, quality, and value. Make the groom aware of how important diamond shape and ring style probably are to his bride. Also be sure to cover aesthetics and practicality.

You’ll probably need to discuss business details like your store’s guarantees, return policy, and credit arrangements (if you offer them). Another likely topic is spending guidelines. Most grooms have heard of the two months’ salary recommendation that’s been promoted by the jewelry industry for decades – and most ignore it. They regard it as unrealistic, pretentious, and greedy.

You’re probably better off pointing out that the groom is making a long-term investment, and sending important messages to his bride as well as others. He should buy the best he can afford. But what’s most important is that the ring should show his bride how much she means to him.

PlanningwiththeGroomVery few grooms buy an engagement ring on their initial

shopping trip. But you should be ready to make the sale anyway. Attempt trial closes periodically, and if you see that the groom’s ready, go ahead with the final close.

Don’t be discouraged if you hear something like, “I need to look around some more.” Urge the groom to take as much time as he needs. Assure him that you’ll be ready whenever he is. But – as with the bride – don’t just let him leave. Try to get him to do some planning and committing.

Discuss the lead time for special orders, ring sizing, and so forth. This establishes concrete deadlines for decision-making

If you haven’t yet seen the bride, also discuss her involvement. Does she want to select the ring herself? Does she want to be surprised? Or maybe something in between?

Offer to work with the groom any way he likes, and ask if it would be okay to call him in a few days to see how the hunt is going. Be sure to follow up. Then try to get him to schedule an appointment to come back in.

Offer to work with the groom any way he likes.

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homework for the groom

At the end of a groom’s initial searching visit, you may need to assign some homework.

ResearchtheBride’sStyle:

• Lookthroughbridalandjewelrywebsitestogether.

• Noteringsshelikesinmagazineortelevisionadsandphotographs.

• Payattentionwhensheadmiressomeoneelse’sring.

• Noticetheotherjewelryshewears–whethershepreferssimple pieces or more elaborate designs.

• Lookformetalpreferencesaswell–whitegold,yellowgold,platinum,ormaybepalladium.

• Gowindowshoppingtogether.

FindOutHerRingSize:

• Suggestthatthegroomtryoneofthebride’sringsonhisownfinger.Pushitdownasfar as it will comfortably go, and mark the spot with a pen. Then come in and let you make the measurement based on the mark.

• Anotheroptionisaskingafriendofthebride’s.Thatpersoncanthenfindanexcusetoask about her ring size. (But the groom should be sure the friend can keep a secret.)

• Thesurestwaytogetanaccuratemeasurementisforthegroomtobringinoneofthebride’s rings – if he can do that without rousing suspicion.

learnMoreAboutthePurchase:

• Givethegroombrochures,CDs,DVDs–whateveryouhavethatwouldbeuseful.

• Encouragehimtovisitotherstores.He’sprobablygoingtodothisanyway.Lettinghimknow it’s okay with you builds trust and transparency.

• Directhimtowebsitesthatofferreliableinformationandadvice.Ifyourcompanyhassuitable material on its website, that’s a good place to start. The Jewelry Information Center (www.JIC.org) has a guide on how to select the perfect engagement ring. The groom can get the bride’s perspective on The Knot (www.theknot.com) or Brides.com (www.brides.com).Forthe“guy’sangle”hemighttryGroomGroove (www.groomgroove.com).

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PHASe2–COUPleSeleCTiNGSome couples accompany each other through the entire process

of buying their engagement ring. So, you may first encounter the bride and groom together. In that case, you need to work through the selling steps as you normally would. But if you’ve already seen one or both of them separately, and they return as a couple, you’re ready to move forward.

In this phase, the couple are probably in the selecting step of the buying process, and they’re comparison-shopping. You need to do more rapport building and perhaps some additional profiling. But be ready for an extended presentation with lots of questions and answers.

moving foRWaRD With the couple

After your greeting, enhance the rapport you’ve established. Ask about something non-business you discussed on previous visits. When you sense that the couple are ready to talk business, make the transition by asking how the ring hunt is going.

Once again, congratulate, anticipate, translate, and appreciate – but update too. Your statements should reflect the progress the couple have made in their buying process, the interactions you’ve had with them, and the relationship that’s developing between you.

You may not need a separate profiling step. If there are specific questions you’ve thought of since earlier contacts, go ahead and ask. Otherwise, profile added details as you’re presenting.

pResenting to the couple

When you show items both the bride and groom have already seen, recap key features and benefits. If you’re showing pieces only one has looked at, take time to bring the other person “up to speed.” For new items, create physical, mental, and emotional involvement as you would in any presentation.

In this phase of the sale, you need to repeat and reinforce some of the things you’ve done before. Remember to keep painting verbal pictures of giving, receiving, and enjoying. Also find openings to underscore your value proposition, as well as your store’s brand and your own.

Many couples ultimately select their engagement ring together.


After your greeting, enhance the rapport you’ve established.

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ComparingandContrastingTo help the couple move toward a decision, compare and contrast

various choices. But handle these carefully. Never diminish the beauty, quality, value, or meaning of your merchandise. Use a light touch too. You don’t want to discourage the bride from having a ring she likes.

SegmentedPresentationsWith a couple that’s shopping together, you often have to deal with

differing priorities. Grooms usually concentrate on the diamond and its 4Cs, while brides focus on the diamond’s shape, the ring’s style, and the metal it’s made of. You need to deal with each partner’s concerns while staying focused on romance and keeping the selling process flowing smoothly.

One solution is to divide the presentation into segments. You might start by working with the couple together on the diamond’s shape and carat weight. Next, do separate “breakout sessions” with the groom on diamond quality and the bride on ring style. Then bring them together again to share thoughts, sum up, and move toward a final selection.

You may have to coordinate with teammates to keep the idle partner entertained while you manage the main part of the presentation. Some stores make this easier by setting up a lounge area that grooms can retreat to, and putting in a big-screen TV for them to watch.

SharedinfoandAdviceThere’s some information and advice that you need to make

sure both partners receive. These concern the diamond, the ring, and the couple’s priorities.

• Diamond – The center diamond is the ring’s most symbolic component, and it usually accounts for most of the ring’s value. Each of the 4Cs is significant and affects the diamond’s cost. But grades and weight don’t tell the whole story. More important than anything else is the visual and emotional impression the diamond makes when the couple see it in person. (This is one reason why diamonds shouldn’t be bought on the basis of photographs or grading reports alone.)

Witha couple, try dividing yourpresentation into segments.

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• Ring – While most of the ring’s value is in the diamond, much of its romance and personality are in the style and design. Since the bride is the one who’ll be wearing the ring, it should reflect her self image and suit her lifestyle. She must be happy with it. But the groom should feel proud every time he sees it on her finger. Factors that affect the ring’s beauty and value include the artistry and originality of the design, the cost of the materials, the quality of workmanship, the quantity of labor, and the kind and amount of technology that was involved in producing the piece.

• Priorities– The couple should purchase the best ring they can afford. Deciding what’s “best” means finding the combination of features in the diamond and the ring that reflects their personal pref-erences and priorities, and also fits their budget. Most couples have to compromise on some factors in order to obtain what they want in others. If there’s a major conflict between what the couple want and what they can afford, you might suggest making a choice that’s “best for now,” and aiming for even better sometime in the future.

planning With the couple

In this phase, the couple are probably working toward a decision about the purchase, and they could reach it at almost any time. So, you need to trial close, overcome objections, and complete the sale if possible.

Some experts recommend stepping away periodically to let the couple talk privately. But others say you should never leave customers alone, and many stores have a policy against it. If you can use this advanced technique and decide to try it:

• Don’t make too many exits. • Tell the couple what you’re doing or offer believable

excuses for leaving.• Remaininthesalesareaandinviewofthem.• Don’t stay away long at a time.• Be sure your merchandise is secure while you’re gone.

Trial close, overcome objections, and complete the sale if possible.

The ring you help them choose should make her happy and him proud.

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It’s more likely that the couple won’t make the purchase on this visit. But you should at least try to narrow the choices to two or three rings the bride would love. Once again, don’t let the couple walk out and simply hope their buying process will come to a conclusion you’ll like.

Go back over lead times for special orders, ring sizing, and so forth. Underscore the need for prompt action. Discuss payment options. If you can hold a ring for a deposit or your store has a layaway plan, explain the details and highlight the benefits.

Before the couple leave, make an appointment for the groom to return, or ask permission to contact him in a few days. Also provide the couple with information and images of their semifinal picks. The best way is to take photos yourself (or professionally) and send them, along with the written information, in an attractive email presentation.

Some retailers are reluctant to do this because they think it makes comparison shopping too easy. But if the couple want to compare options, they’re going to do it anyway. By “laying all your cards on the table” you build trust and show that you truly have their best interests at heart.

PHASe3–GROOMCOMMiTTiNGWhen the groom returns to your store after searching and

shopping visits, he may be on the verge of committing and making the purchase. In that case, he’ll probably come alone.

In this phase of the sale you need to:

• Further extend the rapport you’ve developed.• Recapkeypointsofyourpastdiscussions.• Reviewsemifinalselectionsthathavebeenmade.• Address any remaining questions or concerns.• Guidethegroomthroughthefinalstepinbuying.

At the beginning of the visit, once again congratu-late, anticipate, translate, and appreciate. As you go along, remember to keep creating involvement. Also begin trial closing early in the visit. Your objective now is to uncover and overcome last-minute objections, and then bring the transaction to a successful conclusion.

At the beginning of the visit, congratulate, anticipate, translate, and appreciate.

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making the choice

If the selection has previously been narrowed to two or three choices, go through a final round of comparing and contrasting. Pick the most important distinctions and make them as clear as possible. Focus on symbolism and emotional meaning. For example, “The solitaire is a great way to tell your bride she’s the central star of your life. The three-diamond ring is a perfect symbol of the memo-ries, joys, and hopes the two of you share.”

At the end of this process, try simply asking, “So, which of these is the one?”

If the groom balks and you feel sure you know the right choice, ask if you may offer a suggestion. If he says “Yes,” make your recommendation and explain your reasons. Do the same if he asks for your opinion.

You might also suggest that the groom try making a “gut-level” decision. Get him to close his eyes. Then line up the rings in front of him. Count to three. And have him open his eyes and point immedi-ately to the one “his heart” chooses, without stopping to think.

Some people make decisions by mentally weighing pros and cons. Others reach them through emotional channels. To assist both kinds of customers you need patience, skill, and creativity. But if the groom is ready to come to a decision, you can find a way to help him get there.

ResponDing to BaRgaining

In the final phase of the sale you need to be ready for bargaining. There are three good reasons for a groom to do this when he’s about to purchase an engagement ring:

• It’s a rational attempt to obtain the best deal possible. • It’s a way to assert control in the buying process.• He probably feels that it’s expected of him.

The best way to respond depends on the situation and your store. Making price reductions for individual customers is a common practice among jewelry retailers. But you must know and follow your company’s policies and procedures.

Some people make decisions by mentally weighing pros and cons.

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If a price reduction isn’t possible, be firm and polite, but don’t apologize. Express empathy. Then treat the bargaining attempt as an objection: “I understand you want the most for your money. That’s understandable. But when you consider the quality of the diamond and the workmanship of the ring, I’m sure you can see this is an excellent value. And you know your fiancée will love it.”

A little financial analysis may help. For example, if the price of the ring is $5,000 and the groom spreads that invest-ment over 25 years, the cost will be less than 55 cents a day. What else could show his love for so long, and his bride enjoy so much, and still have as much beauty, meaning, and value as the day he bought it?

Whatever you do in response to bargaining, be prepared to deliver the fullest and strongest possible statement of your value proposition. Give the groom clear and compelling reasons why he should make the purchase from you.

Previewing the Proposal

You can often make committing easier for a groom if you “preview” the proposal. You can do this with profiling questions and cinematic storytelling. Start with the set-

ting, move in for the action, and end with a close-up.

• Setting – Begin the scene with a “wide shot” to establish the overall setting. “Have you picked a time and place to make the proposal?”

• Action–Next,moveintothesceneforthecriticalaction.“Whataboutthering?Have you decided how you’re going to present it to her?”

• Close-Up – Then go for the close-up and the emotional response. “How do you think she’s going to feel when she sees the ring?” … “And how will you feel when she says, ‘Yes’?”

If the groom gives you vivid answers, be an enthusiastic and appreciative audience. Otherwise, try to help him come up with ideas that will make the occasion unforgettable.

Givethe groom clear and compelling reasons why he should make the purchase from you.

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closing the sale

Opportunities to close the sale can come throughout the groom’s committing visit. So, you need to watch for buying signals and trial close whenever you think you’ve spotted one. But it’s also possible for a groom to stop right at the edge of “Yes.”

CriticalConfirmationTo take that last big step, the groom must have certainty, trust,

confidence, and assurance. By this point, he probably has most of what he needs – but maybe not quite enough. You then have to find out what’s lacking and provide the final bit of critical confirmation.

Trust in your store, your team, or you probably isn’t the issue. The groom wouldn’t have come back or stayed as long if it was. So, you need to profile and probe the other commitment requirements.

Does the groom feel certain that he has the necessary information, and has considered all the factors that should affect his decision? Is he confident that the ring will send the right messages? If there are doubts on either question, outline the selection process the groom has gone through, sum up why he made the choice he did, affirm that choice, and give him extra encouragement:

“You’ve looked at all the factors that determine the beauty, quality, and value of the diamond and the ring. The choice you made balances everything in a way that’s perfect for you and your fiancée. I think the selection is exactly right. It’s a timeless design she will always love and you will always be proud of. And I’d add that choosing this ring over the others you considered shows great appreciation for style and symbolism as well as great love for your bride.”

If certainty and confidence aren’t the issues, the groom may need more assurance. Does he feel completely certain that if there are problems, you and your store will do your best to fix them?

When the answer to this question is “No,” start by going back over your store’s policies on refunds and exchanges, as well as the guarantees and services you offer. At the end of the review, sell your store. “These things show we’re committed to our customers’ satisfaction. So, you can be sure that we stand behind the ring.”

But you also have to go further, and add your own guarantee. Promise that both the groom and his bride will be completely satisfied with the ring and the purchase. Then promise that if they aren’t, you’ll “make things right.” (Don’t mention any specific action, but do commit to your customer and his satisfaction.)

To take that last big step, the groom must have certainty, trust, confidence, and assurance.

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Reaching“yes”When you’ve given the groom all he needs to make a commitment, you’ve earned the right to close

the sale. There are a number of ways to do this. The one you choose should be based on what you know about him, and the “feel” of that particular moment.

It may be appropriate to ask point blank, “Are you ready to purchase the ring?” You might assume the sale with a question like, “How would you like to pay for it?” You could make a suggestion, “I can see it in your eyes. You love this ring, and she will too.” Or be more assertive, “Based on everything we’ve discussed, I’m convinced that this is the ring for your fiancée.”

Whichever approach you use, after you’ve said what you need to say, stop.

Keep quiet. Wait for the groom to respond. Don’t get nervous and try to fill the silence. Let him have time to think, to take that last step internally.

If you don’t receive the answer you’re looking for – the one you know he wants to give – treat it as an objection. Resolve it and ask again. There might be a couple of last-second hesitations, but if you’re patient and skilled, you can help him reach that final “Yes.”

completing the tRansaction

In most cases, after closing a sale you should attempt to add-on another. But with an engagement ring, this can be a mistake. The groom has just made a big commitment. He has completed his quest for the ring that symbolizes his love. He’s feeling on top of world!

Instead, make sure the payment processing and other point-of-sale details go just as smoothly and professionally as the rest of the inter-action. Remember that these are part of the buying experience you’ve crafted so carefully and so well.

Before the groom leaves, congratulate, anticipate, translate, and appreciate one more time. “I’m really happy for you and your fiancée. She’s going to love the ring, and you’re going to love it when she says ‘Yes!’ This is one of the best things that can happen to two people. Thanks for letting me help with it.”

Double-check when the groom plans to propose, and tell him you’ll contact him to see how great it went. Then you’re ready for the last step in the selling process – follow-up. You’ll see how to do that most effectively in the pages ahead.

Find out when the groom will propose, and contact him to see how it went.

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SelliNGWeDDiNGJeWelRyWedding jewelry mainly consists of rings for the ceremony. But it

also includes gifts from the bride and groom to each other. This section will discuss the female side of these possibilities. Grooms’ rings and other men’s jewelry are covered in Lesson 8.

SelliNGWeDDiNGRiNGSCustomers for wedding rings can be divided in two groups – those

whom you first meet when they’re shopping for the wedding ring itself, and those you’ve previously helped with engagement ring purchases. Members of the two groups require different approaches.

neW gRooms

If a groom comes in shopping for a wedding ring and he’s new to your store, you need to work through the same steps you would in any sale – but with a few possible twists.

After greeting and establishing rapport, you need to profile both the groom and bride. That’s the same as you’d usually do. But if you find out the groom has not yet purchased an engagement ring, try talking about that first.

When the groom has purchased the engagement ring from another store, or is using an alternative such as a family heirloom, you need to learn about it too. Actually seeing it is best. If that’s not possible, show the groom engagement rings in your showcases and help him identify one that’s similar in style. Then guide him in selecting the wedding ring and close the sale as you normally would.

As always, use your best professional skills. But be extra tactful if the groom bought the ring in another store. Your goal is to assist him with a new purchase, not to make him unhappy with one he’s already made.

RetuRning gRooms

About 2/3 of grooms buy the bride’s wedding ring at the same store where they buy the engagement ring. Most experts say the percentage could be higher. But you need to use advanced add-on techniques during the engagement ring sale, plus skilled follow-up afterward.

Be extra tactful if the groom bought the engagement ring in another store.

Photo courtesy Samuels Jewelers

Bridal Jewelry


Wedding ring sales often occur in two phases. In the first, you’re really pre-selling the wedding ring while you focus on the engagement ring. Then you can use the follow-up for the first sale to develop the second.

Pre-SellingtheWeddingRingYou can begin pre-selling the wedding ring when you work with the

bride or groom in the searching step for the engagement ring. At that point, all you need is a brief mention and casual invitation. “We also have a great selection of wedding rings, in case you’d like to look at those.” Showing wedding duo and trio sets is another good way to plant the idea that wedding rings should be included in the purchase planning.

During phase two of the engagement ring sale – when the couple are shopping together – offer to show wedding rings as well. No matter what the decision about looking, be sure to discuss budgeting for the rings. Many couples don’t include wedding rings in their planning. Then, when the time comes to buy the rings, the budget for the wedding is almost gone. This may affect the couple’s decision about what they buy and where.

To explain why you’re so interested in the subject, point out that the wedding ring is a central element of the cere-mony, and it has tremendous symbolism. A bride may also wear her wedding ring for the rest of her life.

In phase three of the engagement ring sale, bring up the wedding ring again, but still don’t push. Remember that the groom is making a huge commitment and you don’t want to do anything that might interrupt the decision-making or spoil the emotional after-glow of that purchase.

Follow-UpSellingMost grooms purchase the bride’s wedding ring about six

weeks after the engagement ring. So, you can develop the wedding ring sale as part of your follow-up.

A bride may wear her wedding ring for the rest of her life.

Showing a duo set is a good way to plant the idea that wedding rings should be included in purchase planning.

Photo courtesy True Romance.

Bridal Jewelry


At some point in the engagement ring sale, you should find out when the groom plans to propose. After the sale, send a thank you note. Normally you’d do this within a week. But if the proposal is going to happen sooner, move the note up. This creates an opening for you to make an extra follow-up contact – a “How’d it go?” call, email, or text message – a few days after the proposal is supposed to occur.

During that conversation – and assuming the bride said “Yes” – begin moving forward with the wedding ring sale. Start by asking if the couple have “set the date.” If there’s enough time, wait about two weeks. Then make your satisfaction call and bring up the subject of the wedding ring. Try to make an appointment to get together.

When the groom comes in the store, work with him to find a ring that fits the bride’s taste and lifestyle, and also compliments her engagement ring. Be sure to discuss matching. The possibili-ties range from brides and groom’s rings that are designed to go together, to rings that have only one or two elements in common – for example, the metal or maybe just the inscriptions. If the wedding budget is getting low, suggest a placeholder ring that the groom can upgrade, perhaps as an anniversary gift in the future.

SelliNGTHeBRiDe’SGiFTYou can develop the groom’s gift to the bride as an add-

on to the wedding ring sale. But many men don’t know about this tradition. So, you may need to provide a little education after you introduce the subject.

At an appropriate point in the ring sale, you can ask a question like, “I know you’ve probably got a long list of things to do before the wedding, but have you thought about a gift for the bride?” If this is the first the groom has heard of such a thing, explain that many couples exchange gifts soon before or after the ceremony. Then concentrate on the wedding ring, and return to the bride’s gift later.

Moving up the thank-you note can create an opening for extra follow-up.

Brides and grooms often exchange gifts before or after the wedding ceremony.

Bridal Jewelry


To show the groom you’re on his side, tell him that bride’s gifts aren’t as mandatory as engagement and wedding rings. If he wants to consider the purchase, let him do so. But if he decides to go ahead with it, suggest something personal. The engagement and wedding rings announce the couple’s love to the world. The bride’s gift is a more intimate message from him to her.

Favorite choices are earrings – especially diamond studs – as well as bracelets and necklaces. A classic strand of pearls might be perfect, or maybe a locket engraved with words only she will see.

SELLING aNNIVErSary GIFTSTo maximize your anniversary sales, you have to build

relationships with married and committed couples. You also need to combine opportunities you receive from new customers with those you create through established clients.

In this lesson you’ve seen that engagement and wedding ring sales often go through multiple phases. With anniversary sales, you need to make sure that’s the case as frequently as possible. Your goal should be to pre-sell wives on the idea of receiving jewelry, and then assist husbands with the act of giving it.

PRe-SelliNGWiveSIn order to pre-sell wives on anniversary jewelry, you have

to meet them, cultivate relationships with them, identify their wishes, and then work with them to communicate their desire for jewelry.

• MeetingWives – You can meet wives any number of ways, either through work or outside activities. The hows and whys don’t really matter. What counts is quantity and quality. The women you need to seek are those who want to own and wear fine jewelry. If you meet a bride or wife when she’s shopping in your store, or through follow-up for a gift, she’s automatically qualified. Be sure to add all new contacts to your clienteling records.

The women you need toseek are those who want to own and wear fine jewelry.

Diamond studs are a favorite wedding gift from groom to bride.

Bridal Jewelry


• CultivatingRelationships -- The best way to cultivate profes-sional relationships with wives (or any customers) is through active clienteling. This includes service follow-ups, buying reminders, alerts for special buying opportunities, and personal invitations to educational, promotional, or social events your store hosts or sponsors. Effective clienteling helps you stay connected at a personal level. It also gives you opportunities to build desire for jewelry, keep up with wives’ needs and tastes, and let potential gift receivers see what you have to offer.

• identifyingWishes – When wives visit your store, encourage them to create or update wish lists of jewelry they’d like to have. Also make these lists part of your clienteling records. Be sure to keep them up-to-date, and try for variety too. A wish list should contain three to five items the wife would be delighted to receive as gifts right now (not last year). The items should also represent a range of prices. That way you can offer the husband choices and whatever he picks will be a success.

• CommunicatingDesire - For anniversary clienteling, you need to add an extra step to your usual procedure. A week before you plan to make the reminder call to the husband, check the wife’s wish list and get it updated if necessary. To help the wife make her wishes known, you can suggest strategies similar to those a bride might use for an engagement ring. Or you can simply have a wife refer her husband to you. But she does need to communicate her desire for jewelry. Many husbands don’t give jewelry as a gift because they’re not aware that their wives want it.

HelPiNGHUSBANDSMany husbands feel at least a little anxious about choosing

an anniversary gift. For this reason, they appreciate the help of a knowledgeable and skilled professional who can guide them through the buying process while providing whatever might be needed in the way of information, guidance, encouragement, or validation.

Like grooms in search of wedding rings, husbands looking for anniversary gifts can be divided in two groups – those who are new customers to your store, and established clients with whom you’ve worked before.

The best way to cultivate professional relationships with wives is through active clienteling.

Bridal Jewelry


neW-customeR husBanDs

With a husband who’s new to you and your store, you have to start from “square one” with the selling process, and work through each step fully, care-fully, and creatively.

CraftingtheMessageThe basic message all husbands want to send through their anniversary gifts

is, “I love you and I’m glad I married you.” That’s a great start. But to become what the husband really wants to say, and what the wife really needs to hear, it must be enhanced, romanticized, and personalized.

Each year is unique. So is each anniversary. And the message should be too.

To craft the right message, you need to help husbands answer two ques-tions: “What’s special about this year and this particular anniversary?” And “What is it that I most want to say to my wife and celebrate with her on this once-in-a-lifetime day?”

OfferingGuidanceThere are many possible choices for an anniversary gift. To start

narrowing the selection, you can ask the husband if he has ideas about what his wife might like to receive, or what he’d like to give her. But you may need to probe deeper too.

Gift ideas can come from many places. So, it’s necessary to know the source in order to evaluate the idea. If a husband has gotten his inspiration from friends, coworkers, or advertising, he may be heading for a choice his wife will consider dull or inappropriate.

Input from the wife is much more reliable as a buying guide. Even then, however, you need to know the timeframe. Something she wished for last year may no longer interest her.

If the husband indicates that his ideas came from his wife and they’re recent – or they’re his own and based on a good “track record” with gift giving -- it’s probably safe to trust his judgment. Otherwise, you might want to ask these questions: “Is the gift you have in mind like – or does it go with – other jewelry your wife already owns and wears?” and “Is it like anything else she’s noticed or pointed out and made positive comments about in magazines or movies, on other women, or when you’ve been out window shopping together?”

Gift ideas can come from many places.

The basic message husbands want to send for an anniversary is, "I love you and I'm glad I married you!"

Bridal Jewelry


If the answers are negative or doubtful, you may need to offer some expert guidance. This should begin with profiling aimed at learning about the wife’s physical features, personal preferences, lifestyle, and existing jewelry wardrobe. Then you can try to steer the husband in a direction that’s more likely to produce a positive outcome.

You have to do this tactfully and respectfully. Maybe start with a statement like, “Based on what you’ve told me about your wife, I think another choice worth considering might be …” In any event, it’s your professional responsibility to provide the best advice you can and to try to make sure the gift’s a success.

Whether the husband takes your suggestion or sticks with his original idea, you also need to provide him with a satisfaction safety net. This includes your store’s return policies and your own personal promise that he and his wife will be happy with the purchase.

ReachingOutAfter making any anniversary sale, you need to include the wife in

your follow-up. If the sale was to a new customer, you can do this in much the same way you’d reach out to the bride after an engagement ring sale.

When you make your 30-day satisfaction call to the husband, offer to phone his wife and talk to her as well. Tell him that you want to make sure the gift fits perfectly (if that might be an issue) and you’d like to answer any questions she may have about keeping the new piece and her other jewelry in top condition.

Most husbands will appreciate this extra effort. It confirms that they picked the right place to shop.

When you call the wife, first make certain she’s satisfied with the gift and there are no problems or concerns. If there are, do your best to resolve them. Then start cultivating a relationship. Take time to build rapport. Tell the wife about services you offer – for example, professional jewelry inspections – and how they can benefit her. Invite her to the store, and try to make an appointment for her to come in, see what you have, and get further acquainted. If she declines your invitation at that point, be sure to add her to your service follow-up and clienteling efforts.

It’s your responsibility to make sure the gift’s a success.

When you call the wife to follow-up on her anniversary gift, make sure she's satisfied.

Bridal Jewelry


estaBlisheD-client husBanDs

Helping an established client select an anniversary gift can be one of the most enjoyable things you do as a jewelry sales professional. At its best, you’re getting together with a friend to pick out something for a woman you both know well. The purpose is to take the emotions and meaning of a year of shared living, as well as a unique point in a loving relationship, and symbolize them in precious materials and timeless beauty.

This is an opportunity you create through clienteling and complete with advanced selling skills.

expressinginterestSince the average searching period for an anniversary purchase is about

three to six weeks, you should contact the husband early – at least a month in advance. This initial reminder can be a quick phone call, an email, or even a text message.

You need to let the husband know that you’re aware of the upcoming event, and you’d be glad to help him celebrate it. Go ahead and invite him to make an appointment and visit your store. But keep the initiative by saying you’ll contact him again closer to the actual date. With this, you’ve planted the idea of buying jewelry.

Next, get in touch with the wife and make sure her wish list is up-to-date. Then contact the husband again, about two weeks before the anniversary. This time, call. Tell him you have some pieces you know his wife would love, and encourage him to come in and have a look.

Consumers today are constantly bombarded by buying messages. So, you can’t just call “out of the blue” and offer an obviously self-serving invitation. But if you maintain relationships with both the husband and wife, and stay in contact through regular clienteling, you earn your place among the other trusted professionals and service providers who are part of modern life for everyone. When you make your call, the husband might not be expecting it, but he’ll probably accept it as an expression of familiar and well-intentioned interest.

ConveyingaUniqueMessageWhen the husband comes to the store, the rapport building – or “catching

up” – may take a while. And that’s fine. By the third or fourth time you work with a customer (and possibly even the second), the two of you should be friends.

When you invite a husband to look at anniversary gifts, be ready with specific suggestions.

You can’t just call “out of the blue.”

Bridal Jewelry


If you have an up-to-date wish list for the wife, you can start your presenting with that. But if you have similar items that are a “step up” in quality or value, show those too. If he gives her something that’s similar to – but better than – what’s on the wish list, she’ll probably be delighted.

When you don’t have a current list, you need to profile like you would with a groom or new-customer husband. Ask if the wife has recently dropped any hints or pointed out anything she likes. But also look at the purchase histories of both the husband and wife to identify possible suggestions. Think in terms of matching and coordinating.

Even though you and the husband may have strong rapport, you still have to use your best professional skills in presenting. That means you must create physical, mental, and emotional involvement – as you would in any presentation. You also need to paint verbal pictures of giving, receiving, and enjoying.

Be sure to explain and show why each item you suggest would make a great choice – how it would fit the wife’s taste and style, accent her natural beauty, go with other pieces she already has, make her feel glam-orous and loved, and most of all, how it can convey the unique message the husband wants to send for this anniversary.

lookingForwardDuring the sale, provide the husband with the same satisfac-

tion safety net you should supply for any gift purchase. When the time comes for the 30-day satisfaction call, keep your promise to make sure the gift is a success. Contact the husband first and then the wife. Ask about the anniversary celebration. Verify that the gift was a “home run.” If there are any problems, fix them.

Once again, congratulate, anticipate, translate, and appreciate: “I hope this coming year is the happiest yet. I know the new gift will be treasured and enjoyed. It’s a gorgeous reminder of how blessed and how in love the two of you are. Thanks for letting me help. This is why I’m glad to be a jewelry professional!”

Then say “Goodbye for now,” and start looking forward to the next time you’ll work with the couple – or other customers – to find a perfect gift of love.

Paint verbal pictures of giving, receiving, and enjoying.

Bridal Jewelry


Working with Same-Sex Couples

All customers share the same basic set of emotions and thought processes. As a result, they have the same reasons for buy-

ing, owning, giving, receiving, wearing, and enjoying fine jew-elry. Most customers also go through identical steps in the buying process. But with bridal jewelry, same-sex couples may differ from their heterosexual counterparts in purchase patterns and shopping behaviors.

Whenthey’replanningtomarryorenterintoasimilarcom-mitment, many same-sex couples buy only two rings rather than a total of three. They often go through the entire buying process together.

The rings can be traditional in design, or not – as long as they symbolize the cou-ple’s love for each other. They often match and may be referred to as engagement, mar-riage, wedding, or commitment rings. It’s best to listen for the terms your customers use, and mirror those in your own descriptions.

For anniversaries, both partners may give and receive jewelry. Among heterosexual couples, men sometimes receive jewelry for anniversaries, but they’re much more often the givers. (It’s possible to change this pattern – to increase giving by wives and receiv-ing by husbands -- and you’ll learn how to do that in Lesson 8.)

Noneofthedifferencesbetweensame-sexandheterosexualcouplesaffectthesellingprocess or your goals or responsibilities as a professional. The steps in developing the sale don’t change, and neither do the techniques.

Youstillneedtogreet,buildrapport,profile,andsoforth.Whenyou’representing,you have to create physical, mental, and emotional involvement. It’s important to paint verbal pictures of giving, receiving, and enjoying. You can congratulate, anticipate, translate, and appreciate at appropriate points throughout the buying-selling interaction. And your follow-up and clienteling efforts should include both partners.

Most of all, the purchase, you, and the buying experience need to satisfy giver and receiver, and leave them eager to return to you for more fine jewelry in the future.

Bridal Jewelry


RECAP OF KEY POInTS

• Bridal jewelry is the cornerstone of American jewelry retailing. It’s the most important product category in terms of consumer demand, market share, contri-bution to store revenue, and potential for future growth. In broadest terms, the category includes all types of jewelry that are given and received to celebrate engagements, weddings, and anniversaries. The most important of these products are diamond engagement rings, wedding rings, and diamond anniversary jewelry (including rings and other forms). But the possibilities for anniversary gifts extend to other kinds of fine jewelry as well.

• Diamond engagement rings are the most important products in the bridal jewelry category. The top factors in engagement ring purchases are the ring’s design and style, the center diamond’s shape and carat weight, the metal the ring is made from, and the ring’s cost. Diamond solitaires with accents are most popular in terms of design and style. The primary concerns for the center diamond are usually cut shape and carat weight. White and yellow gold are the favorite metals, but those who can afford it often choose platinum. Increasing price is a trend with engagement rings, but the market is segmented, with most brides and grooms spending less than the overall average, while some spend more, and a few spend much more.

• Choices and preferences in wedding rings generally reflect those in engagement rings. An additional consideration is matching the bride’s ring with the engagement ring, the groom’s ring, or both. Diamond jewelry is the most popular choice for anniversary gifts – and rings are the top picks. These include upgrades of engage-ment and wedding rings, as well as anniversary rings, three-diamond rings, and right-hand rings. Other anniversary choices include Journey Diamond Jewelry and items from other product categories (colored gemstones, watches, gold, etc).

• The customers for bridal jewelry are the women who receive it as well as the men who give it. In most markets, Millennials are the top engagement and wedding customers, while Gen Xers rank second, and Baby Boomers are third. Millennials will produce a big increase in the annual number of weddings over the next decade. Boomers are currently the most important customers for anniversary gifts, but in coming years they will yield that position to younger cohorts. With bridal jewelry – as with other categories – affluent and wealthy customers spend more in both absolute terms and proportionately. But middle- and lower-income customers are much more numerous, and thus form important market segments.

Bridal Jewelry


• Customers for bridal jewelry go through similar steps in the buying process, and exhibit similar behaviors. Men (grooms and husbands) usually make budget decisions. But for best results, women (brides and wives) need to be involved in making selections. Factors that influence decisions about where to shop and buy include the price range of the store’s merchandise, the quality of that merchandise, the size of the selection, the store’s reputation, and the quality of the shopping experience. In order to commit and make the purchase, customers need certainty that they’re making educated decisions, trust in the store and its team, confidence that the purchase can accomplish what they need it to, and assurance that problems will be fixed.

• Engagement ring sales often occur in three phases. In the first phase, the bride and groom search separately. In the second, they comparison-shop together. And in the third phase, the groom returns alone to make the purchase. As a result, many of the steps in the selling process extend over multiple interactions. Repeated elements include congratulating, anticipating, translating, and appreciating; creating physical, mental, and emotional involvement; painting verbal pictures of giving, receiving, and enjoying; delivering your value proposition; and articulating your store’s brand and your own.

• You can often create sales of wedding rings and bride’s gifts from engagement ring sales. Advanced selling techniques and skilled follow-up are needed to do this. You can pre-sell the wedding ring during the engagement presentation, and then develop it as part of the follow-up for the engagement ring. Then you can add-on the bride’s gift when you sell the groom her wedding ring.

• With anniversary gifts, you need to pre-sell wives on the idea of receiving jewelry, and then assist husbands with the act of giving it. To pre-sell wives, you have to meet them, cultivate relationships with them, identify their wishes, and then work with them to communicate their desire for jewelry. Creating and maintaining up-to-date wish lists is central to this effort. You can help husbands by crafting messages and offering guidance in gift selection. You need to include both husbands and wives in your follow-up and clienteling efforts.

Bridal Jewelry


LESSOn 6 FOLLOW-UP ChECKLIST

____ Add bridal sales as a separate category in your regular sales performance measurements. Use the expanded definition – i.e., all jewelry you sell for engagements, weddings, and anniversaries. Chart the key metrics of total sales, average sale, and average unit sale, both in dollar amounts and as percentages of your overall sales. Determine how important bridal sales are to your success, and how the contribution changes over time.

____ Over the next couple of weeks, analyze your store’s bridal jewelry effort in terms of products and customers. What kind of selection do you offer in engagement and wedding rings, as well as bride’s gifts and possibilities for an anniversary? Also examine the demographics of your bridal customers with regard to age and income. Think about the “fit” between your inventory and your market. If you see ways it might be improved, discuss these with your store’s management.

____ If you have recently purchased bridal jewelry – especially a diamond engage-ment ring – or you know someone who has, think or talk in detail about the buying process and shopping experience. What aspects were easy, interesting, or enjoyable, and which ones were difficult and unpleasant? How could the positives have been increased and the negatives eliminated or minimized? What could you do personally – as a jewelry sales professional – to make sure your customers’ bridal buying experiences are as great as they can be. (To take this exercise to a truly advanced level, invite engagement customers to your store about three months following their purchases, and conduct follow-up interviews with them.)

Bridal Jewelry


____ With coworkers, develop bridal sales scenarios and role-play the following:

1. Congratulating, anticipating, translating, and appreciating.

2. Painting verbal pictures of giving, receiving, and enjoying.

3. Delivering your value proposition.

4. Articulating your store’s brand essence and promise, and your own.

5. Adding on a bride’s gift after making a wedding ring sale to a groom who’s never heard of the tradition.

6. Discovering that a husband has a bad idea for an anniversary gift and steering him in a better direction.

Do a separate role-play for each technique.

Also talk about experiences you’ve had with couples shopping together for engagement rings, and grooms “closing deals” alone. Share the good the bad the happy the funny and the sad.

____ Over the next couple of weeks, visit the Jewelry Information Center (www.jic.org), The Knot (www.theknot.com), Brides.com (www.brides.com), and Groom Groove (www.groomgroove.com). Go through their pages on engagement and wedding rings. This will give you an idea of the information your customers are seeing on the internet, and maybe some insights you can use in presentations too. Also visit YouTube and watch five to 10 video clips of proposals. (Use the search terms “marriage proposal” or “wedding proposal.”) Look for ideas you might suggest to a groom who wants to make his proposal unforgettable – in a good way.

Bridal Jewelry


LESSOn 6 SELF-TEST

This lesson also includes a Self-Test that’s designed to help you gauge your comprehension of the lesson material. The test is an important part of the learning process, so be sure to complete it.

When you’re ready to take the test, go to the Course Materials page (the one that lists all the lessons) and click on “Take Self-Test.” Make certain you select the test for this lesson.

All questions in the test are based on Lesson 6. More than one answer for a question might seem correct, but you should select the one best answer based on the lesson discussion.

As you take the test, you may refer to the lesson. To do this, you’ll need to have the lesson loaded in a separate window of your browser.

If you feel certain about a question, try answering it without looking at the lesson. But if you’re not sure, check the lesson before answering.

After you answer a question, you’ll receive immediate results and feedback. You’ll find out whether you answered correctly, what the correct answer was (in case you missed it), and also the page number in the lesson where the information can be found. Take time to review any material you’re not completely clear on.

At the end of the test, you’ll receive your overall results. Then you’ll be able to continue to the next step in your coursework.

If you have questions or need help, please contact us. You can use this website – just click on “Help.” You can also email [email protected] or phone 615-385-5301 / toll free 877-283-5669.

bridal jewelry - diamond council of america

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