Are We Having Fun Yet? Overcoming the Intimidation Factor

Fear of the unknown is a universal emotion, and for most consumers fine jewelry represents the unknown. That's one reason 87% of consumers surveyed last year by JCK said shopping for jewelry wasn't "fun." Compounding the fear factor, television exposés about untrustworthy jewelers and "bloody" diamonds continue to plant seeds of doubt in the minds of shoppers. But savvy jewelers-and their peers in other industries with high-priced or intimidating products-work hard to put people at ease. The following are some of the ways you can win smiles and earn the confidence of customers who are in the market for your product. Make people comfortable. Offer shoppers refreshments and a place to sit. Chris DeCapri, Capri Jewelers, Short Pump, Va., has a store that features a champagne-stocked bar and a children's play area. DeCapri caters to affluent 30- to 40-something moms with time-and kids-o

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