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Marketing For The New Millennium |  March 18, 2015 (3 comments)


Miami, FL--In my younger days, I was very fortunate to be part of the theatre community. My foundation came from doing eight shows a week at Community Theater in Hollywood, FL. I was also fortunate to be on the board of directors, which chose the slate of shows for the upcoming season. At the time, I was one of the younger members, but I recognized one critical thing: we were losing yearly subscribers. Some had passed away; others were growing older and finding it harder to get to the theater, making them reluctant to commit for a full year of shows.

These are the same people that are your customers. More and more, we hear, “No, I don’t need to spend that money now, I have everything that I need,” or “I have so much jewelry in my safe already, I don’t know what to do with it,” or the all-too-frequent, “We just don’t go out like we used to. Now we take it easy. Who gets dressed up anymore?”

Now let’s speak about the independent retailer and young consumers. Do you think, “That’s not my customer?”

Well, who is? Why wouldn’t you want that younger generation purchaser? Wouldn’t you rather have them coming to you than a national chain or an Internet site? It’s time to market to the next generation. Get them in your store and earn their trust. Because if you don’t, how are you going to survive?

It’s been proven that Millennials do all their research online before even thinking about walking into a store. Our first hurdle is conveying trust and assurance to your new customers. They need that feel-good experience and a sense of calm when making such an important purchase. I have seen Facebook pages blow up with positive mentions after a retailer has achieved that kind of trust and given them that kind of experience. Better advertising would be hard to find! If they believe in you, they will get the word out for you.

Try creating events that are marketed toward the younger bridal couple. Give them an experience. Something like showing the groom-to-be how to propose with a “Ring Cam” so the whole event can be recorded and posted on the Internet. There’s a ring cam proposal I saw on Facebook recently where a woman comes down the stairs to see her future husband with his 3 kids holding a sign “Will you marry us?” All of it was captured on film forever and will be an experience they can relive over and over!

I’m just saying! Besides marketing, you need to provide that experience. Something that you give, in your store, that sets you apart from the others and brings in those new customers.

Andie Weinman, president and CEO of Preferred Jewelers International / Continental Buying Group Inc., was born with the “Jewelry Gene” working in the jewelry industry since she was only ten years old. Her first job was as a cashier in the opening of a catalog showroom doing a fantastic job even at that tender age. Andie holds a B.A. in musical theatre and a B.S. in marine biology from The University of Tampa. When she realized that seawater and marine biology were not good on her hair and she wasn’t quite good enough to make it on Broadway, the jewelry business beckoned. Andie has picked diamonds, sorted color stones, shot waxes and performed a multitude of jobs in the manufacturing of jewelry.  Her negotiating experience and prowess has given her the reputation as being tough but fair in her dealings with vendors. In 2012 the Indian Diamond and Color Association awarded Andie the Prestigious Doyenne Award of the Year.

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Comments (3):

Well Done!

By Brian Alter on Mar 20th, 2015 at 3:30pm

Andie always has great insights.  Way to go!

By Jeffrey Badler on Mar 20th, 2015 at 6:10pm

Terrific ideas!  I did a forward of this to my sister who is the General Manager of Hutchinson Jewelry - they are a newly opened jewelry store in Marin County near San Francisco.  They are planning their first Wedding Event and this is very timely!

P.S.  Andie,  I was in commercial theatre management for 20+ years before I left to start my newest dream adventure of MiraVos SF jewelry - handmade in San Francisco.  We just launched the Company and my years in the theatre have proved to be an invaluable experience!

By Roxanne Goodfellow on Mar 21st, 2015 at 3:34pm

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