10 Ways to Boost Giftware Sales

Why does giftware play a relatively minor role in the merchandise mix of the typical jeweler? Giftware consistently accounts for less than 4% of jewelers’ sales, according to the annual Jewelers of America Cost of Doing Business survey. A recent JCK poll found that many jewelers expect their already-small giftware business to decline further in the coming years.That would be unfortunate, because giftware is hot. Collectibles and silver giftware have become multimillion-dollar markets, and their popularity is growing. Traditional favorites like crystal remain strong sellers, while less conventional gift items—such as humidors, music boxes, and wine accessories—are finding new customers.Not all jewelers are missing out. Behmer’s Jewelers in Kerrville, Texas, for example, does more than 20% of its business in giftware, much of it bridal-related. Giftware accounts for 10% of sales at

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