New York – More than ever, today’s consumer is looking for jewelry brands and categories that demonstrate a commitment to the same values that they do. Carrying these products and brands and being able to adequately articulate their values to a retail customer, can make or break a sale.
The Plumb Club’s May podcasts provide retailers with an abundance of research information and insights that are key drivers to a sale. Both podcasts provide tips on messaging and training that can help a sales associate. Here are this month’s podcasts:
Jewelry as Activism: Today’s jewelry consumer wants to know that the brands they support, align with their values of inclusiveness, empowerment and giving back, making the world a better place for all. How can a retail jeweler capture the attention and loyalty of the Gen Z and Millennial consumers with products and initiatives and support the social issues that inspire these consumers? Join Duvall O’Steen and Andrea Hansen, on behalf of Plumb Club Member Uni-Design as they provide United Nations research statistics and additional insights into the key purchase drivers of Gen Z and Millennials. Further, they provide tips on how retailers can craft messaging and illustrate their commitment to social issues to help attract younger consumers and develop a customer for life. Uni-Design was established in 1995 and caters to clients around the world with dedicated diamond jewelry manufacturing facilities in India and China. They are known to create designs that become market trends.
Lab Grown Diamonds: What a Retailer Needs to Know: Whatever your feelings, lab grown diamonds are here, at retail, to stay. Often retailers worry that this new category may harm or cannibalize their natural diamond business, or that the category is too new for them to adequately explain to a consumer. Bridie O’Hagan, vice president of retail at Unique Designs, Inc. reveals that sales of both categories are shown to increase when they exist together and provides reasons for the growth. She goes on to explain how to use the correct vernacular to differentiate between categories and ensure you give the proper information to educate a consumer, as well as how to cross-sell categories to existing customers. Unique Designs Inc. prides itself on being the next generation leader in fine jewelry. A leader in the natural, and now, the lab grown world they believe in constant innovation and evolution.