Tips to Thrive

Words have meaning. Choosing the wrong word in the midst of a sales presentation could not only cost a sale but also turn a customer off from your store for good. Jewelers of America's resident education and management expert David Peters offers his take on some key words and phrases to avoid: Flaws or fakes. Peters suggests skipping the “F words” and using “internal characteristic” to describe a gemstone's inclusions. Use proper descriptions, like synthetic or simulant, instead of fake. Cheap. This word (or cheaper), as in “this ring is cheaper than this one” is not very effective. Instead, use phrases like “more affordable” or “lower priced.” Industry-specific terms, without explanation. Virtually all jewelry-specific technical and gemological terms fall into this category. These words can be confusing and make customers

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out