Bringing in New Customers–and Educating Them–
is the Focus of The Plumb Club’s February Podcasts
New York – A key component of any retail jewelry business is finding ways to expose the store to new customers and then enticing those customers to come in. Younger customers often respond well to out-of-the-box thinking and tactics that appeal to their sense of fun and uniqueness. As importantly, once a customer is in the store, it’s essential that you are armed with the knowledge and tools to educate them and assuage any concerns they may have. In keeping with those objectives, the successful Plumb Club Podcast Series introduces its February topics. Both podcasts, delivered by experts in the field, are available in the “Listen” area of the Jewelers Resource Center along with an extensive library of other retailer dedicated topics.
Piercing & Zapping Parties 101: Curating the perfect ear and wearing permanent jewelry are two of the biggest recent fine jewelry trends. In this informative “How-To” podcast, Duvall O’Steen and Katherine Whitacre, on behalf of Plumb Club Member Chic Pistachio, provide you pro tips for producing successful piercing and “zapping” parties to bring more Gen Z and Millennial customers into the store. Discover the tools required and the pitfalls to avoid so that your customers will have an exciting and pleasant experience of self-expression and/or gifting that they can talk about and share on social media, all with your expert help.
From the Laboratory: Everything Retailers Need to Know about Disclosure and Detection of Diamonds: Retailers are ultimately responsible for the final disclosure of the origin of the diamonds and diamond jewelry they sell. Before going across that final 18 inches of sales counter, diamonds must go through multiple processes including screening and detection, and laboratory testing and analysis to ensure that the consumer receives exactly what the retailer has represented as origin. Alethea Inns, Chief Learning Officer for Plumb Club Member, Gemological Science International, outlines some of the ways a retailer can best detect and disclose laboratory grown diamonds, and why accurate disclosure of diamond origin is essential to the health of the jewelry industry.
