Pearls of Wisdom

Sales tips from retailers who know how to keep those lustrous organic gems movingNationwide, pearl jewelry accounts for just 2 percent of retailers’ total sales, according to the Jewelers of America 2011 Cost of Doing Business Survey, reflecting a truism in the market: Pearls may be pretty, but they’re not an easy sell. Even Tiffany & Co. couldn’t make them a mainstay: The company closed its pearl-only Iridesse chain in 2009 after five years, citing a lack of consumer support. Yet plenty of independent jewelers know the secrets to selling pearls. Here are just a few of their tricks.Romance the Pearl’s Unique Selling Proposition. Understanding what sets pearls apart from other jewelry helps instill a passion for the product among retailers and customers. “The pearl is the only gemstone that comes from nature ready to wear,” says Greg Fakiér, owner of Fakiér Jewelers in H

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