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Romantic Motions
Romance inspires many a jewelry sale. Consider these love-fueled anecdotes
from experts on how to let the emotion better drive your business.
BY JENNIFER HEEBNER
Sentimentality, relationships, and all their romantic
trappings may be the biggest driving force for sales in the
industry. After all, if love and romance (for a loved one
or yourself) didn't serve as an impetus to buy diamonds,
pearls, and sapphires, many a stud earring and engagement
ring would remain in store cases. Read on to learn how
some of jewelry's romance champions keep love top of
mind during transactions, and after hours.
Magical Messaging
One particularly romantic fourth-quarter holiday sale pur-
chase stands out in the mind of Katty Lau, vice president
of Magnolia Fine Jewelry in the Chinatown section of
Manhattan, and a Forevermark merchant. A man in his
mid-50s had just seen one of the commercials for The Cen-
ter of My Universe jewelry collection and was inspired to
purchase a pendant necklace for a signifi cant other. "'That's
what this person means to me,'" she remembers him
saying. He bought what he could afford, a 0.30 ct. solitaire
surrounded by a halo of diamonds in white gold.
Halo-set pendant necklace in
14k yellow gold with 0.22 ct. t.w.
diamonds, $995; Zoe Chicco,
213-489-1226; www.zoechicco.com
Photo by: Bekir Dönmez
