Sales Strategy
The Trials And Tribulations Of Buying Her A Piece Of Jewelry | April 27, 2016 (0 comments)
Miami, FL—So, I’ve been talking with my men friends and I decided to take a survey: "Guys, why don’t you buy jewelry for your wife or girlfriend? What holds you back? I see you’re buying expensive handbags, so why not JEWELRY?"
Here are some of the answers I’ve received. This is what real men in the real world think about the jewelry-buying experience, so here's how to take all this knowledge about their hesitations and turn it around to be a great experience.
First question: Does the thought of walking into a jewelry store give you sweaty palms? Do you feel overwhelmed at the choices?
Or maybe as a friend of mine who knows nothing about jewelry said, “I have actually walked into a jewelry store to buy my wife a gift. I saw a vast amount of rings. I was so confused! Except for minor details, all those rings looked the same! How do I choose?”
Or I’ve heard this before too: “Like we are supposed to know what she likes? As if I sit in front of my fireplace browsing jewelry catalogs? Rounds or princess cut, I have no idea where to start!”
I read a survey recently that stated 89% of men are totally intimidated by just the thought of buying their wives or girlfriends jewelry. Only 19% felt they actually were fashion forward enough or confident enough to regularly buy jewelry for the woman in their lives.
Maybe a little advice is needed for these potential customers: Unless you know her exact taste or precisely what she wants, don’t be afraid find out. Good communication is the key to any successful relationship and for buying jewelry for her as a special gift.
Suggest he just open a light conversation with her to discover what she likes. Then he will have the tools he needs to give her something she will cherish forever and that shows how much you care. Don’t risk buying something that will end up at the bottom of her jewelry box. Guys, talk to your women!
Now, some of my guys stated, “But I want to surprise her!” If that’s the case (not my favorite) here is what I would suggest:
Stay with the basics like a beautiful 18-inch necklace or a pair of earrings, with the promise that she can exchange the gift after a reasonable amount of time after your purchase. All he has to say is, “I wasn’t sure what you would like. I just wanted to get you something special, just for you.” If he decides to go for a ring, no matter what, recommend he makes sure the jeweler can size it easily (and if you're the jeweler selling it, make sure you can size it easily, too!). All women want to wear the gift they just received right away! Better yet, see if he can try and be a little sneaky and find out her ring size so the ring will glide on her finger perfectly!
My last suggestion to these fellows was to talk to their wife’s girlfriends or her personal jeweler if she has one. This will make the task that much easier.
Here’s your opportunity to become that personal jeweler, happy to help confused husbands and partners everywhere find the perfect gift. So here comes the pep talk: encourage these guys to take the adventure; don’t be daunted and don’t deny the love of your life beautiful cherished gifts of jewelry.
Go forth, be brave and bold, and get the gift that won’t be forgotten! --Andie
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.