Ten Tips for Selling Designer Jewelry

During a seminar at the recent JCK Show ~ Las Vegas, Cindy Edelstein, designer jewelry advocate and president of the Jeweler's Resource Bureau, offered the following 10 tips for promoting and selling designer jewelry, even during tough times: Keep merchandise moving. Change displays often, redecorate your store, and rotate stock. You may even need to "retire" a piece of jewelry or a designer for a while and then "bring it out fresh" later on. Host public appearances and trunk shows. Appearances by designers are an effective way to draw customers into your store. Give customers a reason for coming, such as "Tea and scones with a new British designer." Notify customers of events through invitations, advertising, and telephone calls. Success is in the preparation—phone calls are imperative. Offer pieces with meaning. Examples include jewelry w
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