We conducted a survey among consumers which yielded some interesting nuggets of information. But two statistics really jumped out and got us thinking.
Eighty-two percent of respondents told us that they are not wearing some of their jewelry because it needs to be cleaned. Sixteen percent of respondents stated that they were not given instructions on how to clean their jewelry by their jeweler.
We’re sure that many times customers aren’t asking their jeweler how to clean their purchase. It looks so beautiful and shiny in the store, cleaning may be the last thing they are thinking about. But sometimes they do ask, “How do I clean this?” What answer are they getting?
If the answer they receive involves bringing the piece back to the jeweler for cleaning, then they aren’t getting the answer they need. Of course, jewelers must educate their customers on the importance of annual inspections, at which time the piece will, indeed, be cleaned. And most jewelers are sure to share that they are happy to clean a piece if the customer drops in.
But that is not the question the customer is asking.
The customer is asking how she, herself, can clean her jewelry. When a jeweler gives her an answer to that question, his/her customer will be wearing the piece much more frequently. She will enjoy watching it sparkle on her finger, neck or earlobe, and she will be a happier client. She might even tell her friends who her jeweler is, when she’s asked where she found such a beautiful ring, necklace or pair of earrings.
When jewelers work on increasing the 16 percent statistic, the 82 percent statistic will fall, fall fall. And their customers will fall, fall, fall in love with their jewelry all over again.
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