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Canton, OH—It should be called the 25/25 rule: more than 25% of a jewelry store’s total annual volume is generated during November and December, and approximately 25% of all engagement rings are given during the holiday period.

With this in mind, Performance Concepts put together a webinar to help luxury jewelers sell more bridal jewelry during the all-important holiday season—and keep the couples coming back for more before another year is out!

Here are 25 tips from the webinar, narrated by Roxana Lucas, GG, CG. The webinar ran for three days this week, but Centurion Newsletter readers may make an appointment with Performance Concepts to view an encore presentation online for their store staff.

Roxana Lucas

1. While between 95% and 98% of couples research their engagement ring purchase online, still fewer than 10% actually buy the ring online. Touch, feel, and the opinions of friends and family are the biggest influencers to purchase.
2. The average age of first marriage today is 28 for brides and 30 for grooms. Being older, they’ve already made big purchases like cars and even homes by the time they start shopping for an engagement ring. With higher incomes and more significant financial history, they are candidates for credit, but target the offer to both.  “Using our special financing will make it easy. Shall I assume the credit account is in both your names?”
3. 69% of all couples shop together for the ring. Previously, jewelers were encouraged to pitch the sale to the man; today, ignore the bride at your peril!
4. Consumers want value, but defined as “what will the product do for me?” Features and benefits have to be personal. Identify the value triggers for that couple: what makes this ring valuable to that person? Is it a low setting that won’t get in the way of an active lifestyle? Is it a big look she can show off to competitive relatives? Is it a design that shows the couple’s sophisticated tastes?
5. Ask the groom questions he can answer, not “I don’t know.” You: “Is she contemporary or traditional?” Groom: “I don’t know.” Better: “Tell me about her. What does she like to do?” Ask the right questions about both the person and the need. “Will she wear this every day?” “When she opens the box, what do you want it to say?” “What will her mother say?”
6. Never say no. Always offer options. These customers like and expect everything personalized.
7. They want to see the ring on their own hand, something that’s hard to do online.
8. The traditional engagement ring sale used to be a guy going into a store, asking questions, learning the Four C’s, and being sold the ring. Today, you are being compared to other businesses, not just jewelers. You’re being compared to the barista who knows the customer by name; to the Lexus dealer who gives them a loaner car, and so forth.
9. Know your stuff but don’t overload. Customers come in educated, so ask, “Are you satisfied with what you found online?” “Let’s be sure we’re on the same page for terms and details.” Always refer these questions back to the piece they have in their hand.
10. Only 30% of brides say they would “definitely” return to the retailer where they bought their engagement ring. Ensure that the bride is your customer of record, because she is the one who will make or drive most decisions now and throughout the marriage. She chooses what she wants for a gift, and she’s usually the driver in choosing the wedding bands.
11. What ring does she want to present to her groom on their wedding day? To see in pictures? To pass down to their children? Get her involved—she can afford to buy what she wants for him.
12. An extra sport band of contemporary metal is a wonderful option for the groom, but make it an add-on, not a replacement. Suggest the precious metal band as the one you get married in and the one that can be sized and worn forever. The sport band is for work or play, not for exchanging vows, and it can’t be sized later.
13. For future gifts, contact with the groom will be more effective if the bride is involved.
14. It’s said that couples attend more weddings in the year they get married than any other year. Ask if any of their friends are getting married, and if they’re the first of their group, let them be your advocates and ask them to bring their friends in.
15. Be proactive about keeping in touch. Get cell phone or text numbers and email for the bride. Follow up in one month, three months, six months, and next year’s holiday.
16. At one month, “What did your friends say about your ring?” “How did he give it to you? What did he say?” “Does it fit or do you need it adjusted?” “Do you love it?”
17. At three months, “Come in for a cleaning.” “When’s the wedding?” “Do you have any questions about the guarantee or proper maintenance?” “Did you get your insurance coverage and your appraisal?”
18. At six months, “Come in so we can clean and inspect it for your shower or wedding.” “It’s time to choose and properly fit your wedding bands.”
19. 95% of your customers are on Facebook, 85% have a smart phone, and 65% will share their ring details online.
20. Take a picture of the ring and offer to either post it or email it to them to post. They’ll get an immediate response from friends and followers.
21. Remember this holiday season is as busy for your customers as it is for you. They’ve got presents to buy as well as an engagement to plan.
22. More engagement rings are presented now than any other time of year.
23. Create memories the couple can share. It represents the store, the ring, and the experience of buying, so make it a story they can share with friends and family.
24. Half of all brides never hear from the jeweler again after the bridal sale. As previously discussed, be proactive about following up.
25. Capitalize on the chance for a referral sale: does her mother (or her mother-in-law) want an upgrade to their ring now that they’ve seen the bride’s?

Jewelers who would like to view the entire webinar online should contact Performance Concepts to set up an appointment time. The fee is $150, which covers “as many people as you can fit around the screen,” says Kate Peterson, president. To order, call Beth Sacco, (330) 492-1100 or email basacco@sbcglobal.net.