About 60 jewelers participated in a spring dinner presentation hosted by the New York/New Jersey Guild of the American Gem Society. The event was held May 12 in East Whippany, N.J. Dave Richardson, a popular industry lecturer, spoke to the crowd about how to increase their bridal business.

Richardson reviewed some reasons why men might buy jewelry for women—to demonstrate love—and informed the jewelers that it was their job to train men to be romantic. “Men are more like the boys they were than the men they are,” Richardson said. Some of his tips to increase bridal businesses include keeping a photo album of married couples in the store, asking potential engagement-ring clients to bring in a photo from their wedding to place in the album, and using his book, “Twenty Ways to Pop The Question,” as a tool for nervous grooms to find the courage—and right romantic way—to propose. Personalizing the book with a note from the jeweler is also key, so others know where the clever gift came from, and seek you out for their engagement ring—and other jewelry—purchases.

For more information about future dinner lectures of the New York/New Jersey AGS Guild, contact guild president Nicky Mehta at (800) 766-6306.

JCK