4 Event Planning Tips That Can Make the Sale

Even though it’s only April, Las Vegas is already in the air. Earlier this week, I attended a fantastic press preview that spotlighted designers that will be showing at JCK Las Vegas. There was a wide range of styles and materials, including decadent diamonds, over-the-top timepieces, and candy-colored gems. But besides the beautiful jewels, there were a few things that a retailer can take away from the way the event was set up that will make shopping at your store more enjoyable.

1. Drop the intimidation factor.

My favorite part of any press preview is trying on the jewelry. I like to mix and match with my own pieces and see what fits and what is comfortable. The customer is exactly the same way, and they should feel comfortable asking to don your diamonds.


Trying on a bracelet by Cassis at the JCK event.

Jewelry is meant to be worn and enjoyed, not viewed from behind a glass case. The tactile experience of trying on a piece of jewelry will no doubt make or break a sale. If you see a customer eyeing a particular piece, bring out the mirror and let them admire themselves – don’t wait for them to ask.

2. Bring your brands to life.

Even as a seasoned jewelry reporter, there were a few emerging brands at the event that I didn’t know. The event team made it easy for me to learn more by including beautifully printed notecards with a brand bio and details about the featured pieces.

Use this tactic at your store by choosing a few featured brands each month. Set up a dedicated area for these items with easy access to the jewels (and of course, a mirror). Print out brand information or offer POS materials that customers can take home. It’s like a mini-trunk show, without the hard work!

3. Offer refreshments.

When I walked into my hair salon yesterday, I was greeted with an offer for water, coffee, or tea. Such a small gesture but it can bring instant comfort to a client, giving them the feeling that they are welcome to stay, relax, and browse. When you are shopping for expensive purchases, often to celebrate important life milestones, the notion that you can take your time speaks volumes about your customer service.

4. Follow up with would-be-buyers.

After a jewelry event, I’m always looking for fantastic image of the pieces I loved. Give your customer this same service by sending them a professional image of the piece or pieces they had their eye on. Most brands will have these images on hand for press purposes, so they should be able to email them to your store. A gentle reminder of the beauty of a piece of jewelry never hurts!

Author of A Girl’s Guide to Buying Diamonds, Randi Molofsky has covered the fine jewelry and gemstone industries for 12 years. A noted contributor to fashion and business publications ranging from W to New York, and the former fashion editor at National Jeweler, she also serves as a strategic consultant for industry organizations and high-profile designers. Randi muses on personal style and design at pimpsqueak.com.