Who Says You Can’t Sell More Jewelry? Part 2

According to research conducted by online wedding site The Knot, last year between 30 percent and 40 percent of couples did not buy their wedding rings at the same place they bought their engagement ring. Jewelers have a huge opportunity and are simply not closing the potential for a sale on all three rings. From a business perspective, this is galling, especially if the jeweler's sales associates sold an engagement ring and then let the rest of the potential business walk out the door. We, as a collective retail industry, need to focus on closing this percentage and selling all three rings—her engagement ring plus both his and her wedding bands—at the same time, to capture a greater share of the available business that's sitting across the counter from us. It's not surprising that a bride wants her husband to have the same metal, if not the same style of wedding ring, for the sy
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