JCK 5: Tips to Boost Bridal Jewelry Sales

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.

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