JCK Show: Boosting bridal business

Speaker David Richardson instructed jewelers on how to teach customers to be romantic in his seminar “Increase Your Bridal Business.” Richardson cited numerous examples of how jewelers can better sell romance, as opposed to selling just “metal and stones.”

“Men buy jewelry for women for three main reasons: for romance, to be appreciated, and for `points’ for past and future transgressions,” said Richardson. “The job of jewelers is to help men stay out of the doghouse and give women the romance they want.”

Richardson also handed out copies of his book Twenty Ways to Pop the Question: Present Jewelry for All Occasions With Romantic Imagination to further assist jewelers in giving their male customers romantic ideas.

Other suggestions from Richardson included tips on niche marketing and on the psyche of women. “McDonalds doesn’t sell hamburgers, they sell `in and out and shut the kids up,’ ” he said. “Are you selling what your customers are buying-romance?” Richardson also gave attendees another valuable piece of advice, the secret to a woman’s heart: “Give her an unexpected gift at an unexpected time.”