Up to 95% of millennials and Gen Zers surveyed said they want to buy a diamond in-store, where they can see and touch their options and receive expert advice. It’s great news for family jewelers gearing up for what promises to be a strong bridal season.
As you prepare for bridal season, keep in mind that this year’s shoppers are largely better versed on diamond buying, and their expectations have evolved. You can meet and exceed those expectations by focusing on trust, consistency, and credibility, and leveraging new technology such as artificial intelligence (AI) to help. Here are three tips to ensure happy customers and lucrative bottom lines.
Cut through the clutter to win buyers’ trust.
While exciting and memorable, diamond shopping is also notoriously complicated thanks to confusing grading reports and inauthentic sales processes. You can rewrite conversations at the counter by focusing on the quality and beauty of a diamond, rather than the subjective nature of most grading reports. Giving them the truth and clarity they seek, rather than focusing on inconsistent paper, will win their trust and, in turn, help them make an important and meaningful decision.
Share credible expertise that shoppers can’t find on the internet.
Although they’ve likely done their homework before shopping for a diamond, many customers are looking for a credible expert to answer questions and offer advice that they can’t find online. Help them understand diamond differentiators, and guide them through their search by truly listening to them and understanding what they want.
Offer a well-stocked inventory of consistent, quality products.
There’s nothing more frustrating than missing out on a sale because you don’t have what a customer is looking to buy. Fortify your inventory with classic bridal favorites such as round diamonds, and, also, stand out from the competition by offering unique, branded stones that buyers can’t find elsewhere. Eighty-six percent of younger buyers care about brand and consider it one of the most important deciding factors, so give careful consideration to the brands you carry in-store.
Rare & Forever, the world’s most accurately and consistently graded diamonds, is a brand known for its authenticity and trustworthiness. It’s changing the game by prescreening diamonds for brown, green, or milky (BGM) qualities to ensure maximum brilliance and grading with unbiased AI technology to eliminate the inconsistencies and inaccuracies that make diamond buying so frustrating.
Authorized Rare & Forever jewelers benefit from cutting-edge technology, services, and tools that showcase authenticity and earn customers’ trust with transparent advice, knowledgeable expertise, and access to the world’s highest-quality diamonds.
In addition, Rare & Forever offers an Upgrade for Life Program that guarantees buyers the value of their purchase and facilitates upgrade purchases. Purchases also come with the satisfaction of knowing Rare & Forever donates to Diamonds Do Good® and C.U.R.E Childhood Cancer Association so you know your diamond is making a difference.
Offering Rare & Forever diamonds empowers you to exceed diamond shoppers’ expectations by providing and delivering high-quality jewelry. For more information on Rare & Forever and how to become an authorized jeweler, visit become.rareandforever.com/learn-more or call 877-620-1333.