Kristie Nicolosi, President & CEO of The Kingswood Company, wanted to gain a better understanding of the consumers who use jewelry care products. She decided to conduct a simple survey and approached 100 women in everyday places – the grocery store, the coffee shop, daycare, the dry cleaner, the movies and told them, “That’s a beautiful ring!”.
The responses spoke loud and clear. Almost every single woman responded with some version of “Oh, it needs to be cleaned!”. Consumers were aware that they were wearing dirty jewelry, but why weren’t they cleaning it?
NO TOOLS = DIRTY JEWELRY
Many consumers don’t have a product to clean their jewelry at home.
How to sell the sparkle: With every transaction, offer your customers jewelry care products specially designed to clean their specific jewelry, in order to make sure they have the tools they need to stay sparkling.
NO KNOWLEDGE = DIRTY JEWELRY
Consumers are lacking jewelry care education. Do you really need one polishing cloth to clean gold and a separate cloth to clean silver? If a piece contains both pearls and sterling silver should they use a silver jewelry cleaner? Fearing the risk of ruining a treasured piece of jewelry, they often choose to not clean it at all.
How to clean up the confusion: Pairing a professional jewelry product with easy to follow directions will give your customers the confidence to clean. Our Clean + Care® Education Cards are also perfect takeaways for your customers to reference at home.
NO TIME = DIRTY JEWELRY
Today’s consumers are busier than ever, so how do they make time to clean and care for their jewelry?
How to find the time to shine: There are simple ways to integrate jewelry care into every day routines. For example, soak jewelry in a professional jewelry cleaner while brushing your teeth in the morning. Or, keep a Sparkle + Shine® Stick in your handbag for a quick shine on-the-go!