Look Book

34 | The Jewelr y Book W E ' V E A L L H E A R D T H E P H R A S E that baking is a science. Anyone who has tried it can attest to the razor precision, flawless timing, and well-honed skill needed for success. A tiny misstep can ruin the batch. "Cultivating jewelry collectors is like baking," Danielle Barber analogizes. "You begin with a plan, sprinkle in each carefully measured ingredient, mix until it's just right, then bake until golden brown." Heidi is strategic. "Fine timepieces have collectors. Transfer that passion and excitement into jewelry, "she begins. "It involves a mix of educating, engaging, and creating that connection with clients." Both concur that an authentic dialogue is the secret ingredient when dealing with a retail partner's collector. It is a fine balance where too much or too little can sour the experience. Collectors are savvy connoisseurs and investors whose refined eyes know quality, crasmanship, and the intrinsic artistry and value of jewelry. Truly reaching them—and having a vendor's collection resonate with them—requires that perfectly blended recipe. "Most times we are dealing with our retail partner's best clients," explains Danielle. "ese individuals are extremely informed about the jewelry market. ey make highly- educated purchases." ey share some key ingredients. Recipe Box Once a piece is purchased, catalogue the information and create a line up of subsequent pieces for clients to add to their collection. Prepping for the future is key. A pinch of this, a scoop of that Knowledge deepens appreciation and encourages thoughtful collecting. Host events that educate collectors about gems, metals, styles, even historical or current contexts. Sweeten the deal Offer collectors early access to new pieces or exclusive invitations to trunk shows. Creating a sense of exclusivity enhances their connection to your brand. L-R: Heidi Cook and Danielle (Dani) Barber Knead to know Share origin stories behind pieces—from the inspiration, to design, to how they're made. Collectors appreciate the storytelling aspect. ey already know how to spot unique elements, whether it's a rare gemstone or an innovative design, but stories create an emotional response. Rise to the occasion Who wouldn't love a piece that was especially created? Offer customization options or bespoke services. Collectors will place high value on pieces that are uniquely theirs. is enhances their journey of acquisitions and fosters loyalty to your brand. Have your cake and eat it too Curate pieces that align with different themes or eras. We've had quite a few requests for gems the color of favorite sports teams, both collegiate and professional. Helping collectors discover new pieces that complement their existing collections is a win-win. Collectors are the most discerning part of a store's clientele. Work with a retail partner to formulate a unique and individual recipe to approach each collector. Read the room. Too much information can leave them cold, and too little, unsatisfied. Just like the art of baking, time, precision, and a scoop of patience can inspire clients to transition from casual buyers to passionate jewelry collectors. "e proof will be in the pudding," says Heidi with a smile. Cultivating Collectors by Danielle Barber & Heidi Cook a r e c i p e f o r s u c c e s s M A R K E T I N G W I T H H E I D I & D A N I

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