1. Make your website informative: Today’s shoppers want to try on pieces in a store as well as use the Internet for research.
2. Don’t forget the bands: Fewer brides today buy wedding bands where they buy engagement rings, so be prepared with options at a variety of price points, suggests publicist Michelle Orman.
3. Suggest other jewelry: More than 60 percent of brides buy jewelry for their bridesmaids—earrings, pendants, etc.—and spend an average of $73 each. Trainer Brad Huisken recommends offering a checklist of other jewelry they need for the big day.
4. Don’t make assumptions: Today’s bridal customer might not fit the image of a “traditional” wedding jewelry buyer.
5. Follow up: Fewer than half of brides hear after the sale from the retailer who sold them the engagement ring. Tiny Jewel Box’s Matthew Rosenheim recommends you offer free checks or cleaning to maintain that relationship.