Adding on and planting seeds
Now that you have the customer in your store, it’s important to foster a relationship. Offering additional services and conveniences certainly encourage the customer to buy, while also helping to build their trust in your business.
“If they know they can come in and buy a humidor, a watch winder, a jewellery case—it’s convenience; it’s building that relationship,” says Babineaux, who adds this tactic may just help sell that next big diamond.
And once you’ve closed that sale, there’s no reason to stop there. “You’ve created that relationship and that trust in selling them the perfect engagement ring they thought so much about—why not try to sell them gifts?” she suggests.
When choosing what gift items to carry, tailor your lines to reflect the services you provide or your top-selling jewellery pieces, says Brittany Parrott, a Toronto-based jewellery appraiser and gemmologist.
“Figure out what niche your store fulfils,” she notes. “Take the watch customer, for instance, the collectors of the jewellery world. They are always looking for that next unique item.”
This is where items like watch winders can come into play. Marwick explains that as more brands create automatic watches, retailers are catching on that they are a great add-on sale. Even cigar stores and interior designers are clamouring to sell them.
Investing in collectibles
While the old ways of the jewellery world may be fading, it is the customers with particular tastes who are spurring a resurgence of a handful of traditional gifts, albeit more useful ones.
Writing instruments are a great example of this, Marwick says. “You can have your pen with you all the time,” she explains. “Certainly with fountain pens, they have not been the norm for many years, but there is still a group of people who are very keen on them and interested in showing and sharing”¦ I think it’s because they enjoy that sort of traditional pen-to-paper experience.”
Quality products such as these have long-term value and are easily collectible, making the purchase an investment for the consumer.
Some retailers, however, are not entirely convinced. Peter Herbin, president of Herbin Jewellers in Nova Scotia, feels big-box stores have made it a challenge to sell certain products like pens. Still, he hasn’t given up entirely on the category. He does carry some higher-end giftware lines, but warns other retailers to be vigilant about staying in fashion. This goes a long way in attracting the younger demographic, as well.
Bourg agrees. “Today’s generation is ‘all about me'”¦ the more personal and intimate you can make a gift, the better.”
With technology making it possible to monogram or engrave practically anything, it’s easy for retailers to use it to their advantage.
Then there’s the classic jewellery box, a traditional gift Stuller focuses on. Through the years, it’s been the most requested because it’s directly related to jewellery. “Sell a jewellery case and help them load it up,” says Babineaux.
