Know More About Your Customers

I see a tremendous disconnect between the jewelry industry's views of consumer preferences and what consumers actually want. Among the main findings of MVI's Jewelry Consumer Opinion Council's research studies: It's not just Christmas. Valentine's Day, Mother's Day, and Father's Day have become important gift-giving occasions. Many consumers could be converted to regular jewelry buyers if jewelers promoted interesting ideas for these occasions. Consumers say they don't know what is appropriate to buy or spend on these holidays, so our industry must present a united front of accepted gifts and price points. Working together we could introduce ideas such as a sibling holiday, which is popular in India and other Asian countries. De Beers has introduced concepts for gift giving, such as the three-stone campaign and the Sweet 16 pendant. The latter failed because the industry didn't follo

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