JCK 5: Expert Tips to Boost Silver Sales

1. Have good line representation in store. This doesn’t always mean a $5,000 buy-in, but it does mean having a cohesive mix. Cherry-picking from a few vendors minimizes the “oomph in cases,” says the Cargo Hold’s Bob Glenn. And make sure you have a good inventory of rings. “Women love trying them on,” he says.2. Treat your silver jewelry like it’s gold. Don’t bury it in the back of the store. Create a presence for it, keep it clean, and give it good real estate. “Honor it and treat it with more respect than you’re used to and it will do well,” says Zina Sterling Silver’s Zina Sherman.3. Use silver to attract young shoppers. “If pieces are affordable, fun, and fashionable, then maybe these customers will eventually buy engagement rings there,” says Andy Concool of Charles Garnier Paris.4. Stock better-quality silver lines. People still shop during challenging e

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