Jewelry comes in all shapes and sizes. We’ve seen wild trends and trends that only last for a moment; designers held up as the next big thing and celebrities touting over-sized pieces on the red carpet. As consumers, we are inundated with fashion ideas from every which way we turn, but only two things really pique our attention and keep our loyalty: customer service and a comfortable retail experience.
I was always amazed when I went out to dinner that the food, for the most part, was usually all the same. What made the dinner memorable and what made me want to come back was how I was treated and what ‘vibe’ I got from the room. If I felt comfortable and had a good time, I would always remember that for next time. Jewelry stores are a lot like that too. I think we forget that after we’ve been in the business too long and end up focusing on the next big thing or the bottom line.
2013 will not be a very forgiving year for the lazy retailer. Coming out of the recession, consumers have tightened up their pocketbooks and will demand a more personal and unique experience. Not so much with jewelry designs, but the ease of shopping, attentive service, quality assurances, interesting display ideas, an online presence, a wide variety of color choices and a custom just-for-me style delivery. Whether you are just an artist or have a nice store, spend some time looking at your peers: how are they doing things? Then do something different.
Any kind of lighting and display ideas that stand out from your competition in the eyes of your customer. Greeting visitors to your store and finding out as much about them before they start browsing is key to a personal experience. Having the ability to put together pieces that are selected custom by your customer will always be a crowd pleaser. This means a variety of metals married with generous gemstone choices. Spend some time on your website. Most are in need of serious repair and updating. Consumers are spending more online than ever before and they often look there first even if the plan on visiting a local store. Education is also key to help customers make the right choices. There will be less product returns and more return visits if they make the wisest choice in the first place.