Call to Action Part 2: In the Long Run…Is DPS Hurting Us?

The last couple of blogs I’ve talked about how consumers think jewelry is overpriced and how jewelers are the one who quite possibly add to this notion. Most everyone who commented on “Are Jewelers Ruining Their Own Image” and “The Huge Mark-Up on Jewelry” said, “Yes indeed it is we jewelers that have done this to ourselves.”

Since we are doing this to ourselves, I think this is one of the main reasons “We are Hungry for Brands.” Since, no one commented on that blog I will stick with “door opener theory.” These brands have created a luxury item that fulfills the emotional needs of our clients and consumers tend NOT to question the price of luxury brands/items because of the demand created by marketing. For example, in my opinion, brands that have done it right and well are: Rolex, Yurman, and now we are seeing this from Hearts on Fire (I might have missed a few just trying to get a point across).

Truth at its finest: I too have been hungry for brands because I am an independent and do not have the monies alone to create a market demand for diamonds, jewelry, and colored stones. But, I am calling on all jewelers (especially independents). We need to market the emotional aspect that jewelry, diamonds, and colored stones fulfill and we need to band together to do it.

• Diamond Promotion Services ads are phenomenal but again they are marketing specific items and here’s what happens: Past, Present, and Future Jewelry and now Journey.

  I go out and spend “crap loads of money” on these pieces and of course, I go and buy high quality goods because I sell other high-quality goods. The independents down the street and the chain stores in and outside of the mall (Jared’s, Kay’s, Carlyle & Company, Reeds, etc) market low quality styles for much less…once again the consumer now believes “jewelry is overpriced.”

Why can’t DPS continue to create a demand for diamonds without marketing a specific item but instead specific situations that harp on the emotional appeal of diamonds? Push Presents, College Graduations, Proposing, Milestone Anniversaries, Just Because Diamonds, Heirloom Diamonds, etc?

So, is DPS in the long run hurting us independents by marketing specific styles that are remade with cheaper quality goods? How do we independents change our image? I know this will take a long time but shouldn’t we start now? Should we get together and create the emotional need? Can you make the time, spend the money, and work with other independents to change our image?

I am calling all jewelers for help and will be in the next couple of blogs. So start commenting away and if you choose not to comment below and want to say something privately email me at shanu@gulianis.com.