Look Book

54 www.thejewelrybook.com The phrase of the year is "social distancing." Together, we're learning new ways to stay healthy and interact with others. While some of us are accus- tomed to working virtually, although in our very high-touch business, working remotely is new for most of us. It is said that "necessity is the mother of invention", and when it comes to the jewelry industry, it's the mother of re-invention. We've learned that social distancing doesn't have to mean social disen- gagement and this highly unusual time in our lives is actually an opportunity to re-evaluate the way we do business every day. Omnichannel – it's not as daunting as it sounds! An omnichannel strategy offers the consumer a seamless shopping experience across all touch- points from online to instore. This approach is important for your business' success as it ensures your message is being properly communicated to a customer (or potential customer) while he/she travels through the purchase journey. Today, an omnichannel approach is proving to be even more valuable as doors were closed (or are still closed) because it then allows for the other branches (mobile, email, online) to step up and continue business. Use this very unique time in the world to reach out to your customers - let them know you care about their well-being and will be there for them as we gradually return to normal operations. Remind them of all the different ways they can conduct business with your door(s). If you aren't employing an omichannel strategy, make that a priority to ensure your business is performing at its potential and to be prepared for whatever chal- lenges the future may hold. Mobile devices extend business beyond the front door. Stay in touch with customers on their terms which may mean via digital communication. Allow your sales associates to have their mobile devices on the selling floor to help end the usual "catch and release" cycle after selling an engagement ring or other commitment jewelry. Text, email or call a customer about a new design that is perfect for the next birthday, anniversary or self-gifting moment. Don't wait for them to come to you. Offer the platinum experience- there's never been a better time We're experiencing many unprecedented market conditions these days, and one of them presents a huge opportunity to retailers: platinum's price. The primary objection to platinum has been price. However, did you know that platinum is currently trading at less than half the price of gold? Now, you are correct in saying that most finished pieces in platinum are still more expensive than white gold, but let's look beneath the surface. There's a vast difference in weight and metal purity: 14kt. white gold is only 58.5% gold, while most platinum jewelry in the US is 95% platinum. Platinum is also 60% heavier than 14 kt. gold. So, even though it may cost a little more to buy platinum jewelry today, over time it is a much better value. In fact, once you factor in maintenance on a white gold ring (frequent rhodium plating, prong re-tipping and eventual replacement), it's typically 2.5 time more expensive over a 10 year period than platinum, and that's a powerful consideration when it comes to wedding bands and engagement rings… they're the only pieces of jewelry that will be worn every day of the couple's lives. The importance of strong communication. Let's talk about language! It's time for our industry to recognize the language we use to describe our jewelry categories and the terms and pronouns we use when speaking with customers. We live in a rapidly chang- ing world, but our language doesn't seem to have caught up. When you think about the engagement ring and wedding band category, what term is regularly used to describe it? Bridal jewelry. It's important to remember, not every wedding has a bride, and not all jewelry exchanges of this nature result in a couple getting married. Consider Commitment Jewelry. Using inclusive language has a huge impact on these prospec- Reimagining Customer Experience with Platinum By: Platinum Guild International USA

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