During this peak holiday shopping season, are you doing all you can to keep your customers happy with their purchase over the long-term?
Whether you are working with customers buying for themselves or others,offering care and cleaning education and products can help ensure that
the gift is enjoyed for years to come.
We conducted a survey of women about their jewelry cleaning habits, with astonishing results. Eighty-two percent of the women we spoke with admitted that they were not wearing some of their jewelry because it was dirty. Meanwhile, only 16 percent of those women said that they had received jewelry care education from their jeweler.
What can a jeweler do to bridge that gap? It’s that gap that can keep your customers from fully enjoying the beautiful jewelry they buy from you. With each sale, be sure to educate your customer on routine care and cleaning of the piece. This can be done verbally, by offering a “how to care for your jewelry” collateral piece, and by offering care and cleaning information on your website. In addition, it is helpful to offer liquid cleaners and polishing cloths appropriate for home cleaning.
This gap also offers jewelers a great opportunity: to demonstrate their expertise, to cement the relationship with a customer, not to mention to enjoy add-on sales of jewelry care products. When your customers (and their gift-recipients) are educated on proper care and cleaning techniques, their jewelry will be worn and adored rather than languishing in a jewelry box. And when that jewelry is worn, it garners compliments for your customers and referrals for you.
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