Consumers, particularly women purchasing jewelry for themselves, enter a jewelry store seeking guidance when it comes to purchasing colored gemstones. It’s up to the salesperson to address those needs, said Douglas Hucker, executive director of the American Gem Trade Association, during a Wednesday seminar titled “Solid Steps to Successful Colored Gemstone Sales.”
“A woman is looking to know what colors are hot and what colors complement her wardrobe,” Hucker said. “She is looking for help, looking for advice. You and your salespeople need to be aware of that. Women are buying jewelry for themselves. If you can’t help them with their fashion considerations, then they are going to go somewhere else.”
In order to help consumers, salespersons have to sell colored gemstones with a sense of passion, authority, and an understanding of fashion trends. It begins with an understanding of the concept of color. “Color draws attention to people who are wearing it,” Hucker told his audience. “It gets people excited. It’s an emotional consideration as well. It goes across all industries.”
Hucker said it’s important that sales staff familiarize themselves with consumer magazines to see the types of color and the type of gemstones that are trendy and fashionable. “The biggest changes are, first, women are buying jewelry,” he said. “Second, women are finding what to buy, what to wear, and how to wear it. Fashion is driving colored gemstone sales. … Get fashion involved in the process.”
Hucker also discussed the importance of knowing “the four Cs” and how they relate to gemstones. Stating the obvious, he noted that color is the most important. The richer the color, the better, he explained. “Rich color goes with value. That’s the nice thing about color. … It’s pretty obvious.”
Clarity is about a gemstone’s natural characteristics. Cut provides a pleasing shape and brings out bright, lively display of color and light in a stone. Carat weight affects price, depending on the stone. Hucker also said that retailers should be open about disclosing enhancements to customers.
“Most gemstones are enhanced to improve quality,” he said. “It’s very easy to address this in a sales presentation.”