Sales Strategy
Pants? Who Needs Pants? The “Zoom Wardrobe” Opportunity For Jewelers | September 09, 2020 (0 comments)
Napa, CA—Who needs pants? With so many people doing video conference calls, there is an interesting opportunity to consider the jewelry they are wearing during their calls.
Part of the client interview process (or, as some would call it, a needs analysis) should now include the question, “How much time do you (or does she) spend on video calls?”
I’m thinking that a trade-up event for larger diamond studs would be successful this year. Or larger diamond hoop earrings. Larger gold hoop earrings. Larger everything.
The “Zoom Wardrobe” is a thing. This fall, let’s make sure we have a good selection of ‘neck up’ merchandise; necklaces, larger earrings, color, beads, pearls, whatever! Yes, we should include pearls, beads, and cool pendants in the conversation. Just make sure you have enough of a selection in various price points to talk about with your customers.
And hey, let’s go crazy this year: how about we start showing brooches again? Do you have any in stock (or, more likely, buried in your safe?) This may be the year to pull them out and have your staff start wearing pins again!
The last person who tried to make pins popular was Madeleine Albright when she was Secretary of State. She even wrote a book about pins! Who knew? It’s time to start showing them again, wearing them again, talking about them again.
Bee pins are a good place to start. Bee pins on a face covering (for going out in public). Bee pins on a face covering that has flowers on it! Bees on your shoulder, dogs on your lapels, dragons on a sweater or scarf.
So break out the blazers, the scarfs, the sweaters, and the flowered face coverings. Show how pins are worn in your social media posts and let’s see if we can get the bees, frogs, and lizards out of their jewelry boxes! Your staff can wear them – both men and women should wear them on their lapels—and while I wouldn’t advise this for in-store experiences, video calls might remain “pants optional.”
BIG designs solutions for the wide variety of issues facing the jewelry industry. From the complex and multi-faceted process of merchandising to the challenges of inventory management, BIG has solutions that help jewelers better understand and control their businesses. Call (707) 257-1456 or visit www.bigjewelers.com