The Intimidation Factor: Shopping for Jewelry

In the jewelry business, it’s always been a challenge having people feel relaxed and at ease while in the shopping environment when visiting a jewelry store. I mean let’s face it, with security camera systems like Fort Knox and guard on watch fulltime, it’s not necessarily a trip to the beach or a vacation at Disneyland. But, it should be and it needs to feel like a great vacation from which you never want to return home. I don’t know if more casual attire would do the trick or the interior of the store more like that of a comfy cozy home. Many of these tactics have been done before, but I’m not sure those are the solutions either. We must have an upscale elegant environment to match that of the image of the quality of products. Unfortunately, we must have tight knit security in order to protect the valuable items from those whom don’t have the best of intentions. Having said that, I do think the intimidation factor comes somewhat from the products we are actually selling. Diamonds and Gemstones have always been a mysterious product to the consumer and as a product category in general in the high end luxury world. So this poses my question to you which is, “what would make you more comfortable and therefore really wanting to go shopping at the jewelry store?” I’ve often had some pretty “out there” ideas compared to what are traditional standard practices in the jewelry world, like maybe a Wii station, video games, Twitter feed screen, pool table or even a swimming pool? That could make it a trip to the beach almost literally. Serving beer and wine has been done many times in all different industries, especially the high end clothing stores. I’m still not sure I’m sold on the fact that makes people more comfortable coming to the store. Possibly after they start shopping a bit they obviously get more relaxed… But, I am talking changing the experience so drastically, that you would want to go jewelry shopping just because it’s so much fun and even exciting.

Thanks very much, I would love to hear your thoughts, ideas and if you’ve experienced an outside the box shopping experience that turned out to be fun when you really didn’t expect it at all. Thanks for taking the time to read.

Respectfully. DG

Buffer

Comments

comments

No related posts.

http://www.AaronandTammy.com/ Aaron Cox

DG, dude, it's already pretty relaxed, at least with you – but that may be because I had met you online before coming into the store.

The beverages and kind treatment also go a long way, but how about even some HD TVs with some tranquil scenes and the same type of music?

uh oh you might not take me seriously since I started with dude
charlie

Maybe if you had the prices of the jewelery easier to see. I personally am intimidated by prices. Maybe you could even have a section with certain bargain prices, like an under $200 section. Or you could even have a larger sample of your jewelry listed online with prices as well. That's what would make me more comfortable.
http://dangordon.me/ Dan Gordon

Thanks, Aaron. Totally here you on the HD TVs. Great idea. Also the point about meeting through Social Online was something I was going to point out in the post because it truly helps tremendously in breaking the ice as it did with you and I becoming real life friend. But, what about something that's never been done before. That stands out remarkably so. Could you imagine a jewelry store as a fun center built in. Like a super high-end go-kart track in the middle of the store. Or would that just be too over the top and dumb?
http://dangordon.me/ Dan Gordon

Thanks Charlie. Great Point. I have always said that if someone could figure out a much better tagging system for the jewelry industry they would be very wealthy. To take is a step further I've also often thought, with such a high ticket item at time. Like a car or home even people have the Blue Book and Comps to pull from. I've often thought if people truly knew the cost and profit, as a whole we would sell more and make more. Thanks for taking the time to post. really Means Alot.
Rick

Perhaps secure, private viewing areas or offices where additional amenities could be offered as appropriate.
There's nothing like personal attention in a relaxed environment to cement relationships.
/The Door
http://dangordon.me/ Dan Gordon

Thanks Rick. Appreciate the feedback. Nice Idea for sure.
Rick

I'm just thinking of what would make me comfortable. I'm in general uncomfortable with discussing business in public settings (believe it or not <G>) and wouldn't want anyone outside of my Jeweler watching or listening to the proceedings. Only my Jeweler should know for sure.
http://dangordon.me/ Dan Gordon

Would knowing that you're jeweler would travel to you in the privacy of your own home or place of business be something of interest?
Rick

I believe there is certainly a place/client base for that.
I wouldn't personally be in that sector, I'm not really a jewelery person (if you haven't noticed <G>) most of mine is old and not displayed in public very often.
http://twitter.com/SpinBird SpinBird

Large ticket items have always been intimidating. I come from 5 years of hanging out (well, working as a vendor) in car dealerships, and even in a great-relational arena, the pressure can be high.
What about mini-events, such as Girls Night Out, and combine a trunk show and martinis with your jewels, or a Guys Night Out, with prizes like a fishing trip won in a poker tournament?
Of all of the auto dealers out there, Marc Heitz comes the closest to this theory, and if you haven't visited his “Bass Pro Shop” lookalike store, go down there and check it out. He also happens to be the 15th highest Chevy sales dealer in the US… and he does it with the sheer fun of his store.
http://dangordon.me/ Dan Gordon

Thanks for the comments. Great ideas. we have held in store events in the past and would like to get back to doing some eventually! Appreciate you taking the time to post. DG
http://rachelshingleton.wordpress.com/ Rachel @ Pencil Shavings

For me, if I am purchasing expensive jewelry, I want to feel like it is a luxury experience. If you're shelling out that kind of money, I personally don't think you want to feel like you're hanging out at Bass Pro. Yeah, it's intimidating somewhat, but I agree with you that the majority of that unease may come from not having much knowledge about the product or the pricing.

So how can you merge a luxury experience with the less-intimidating factor? In my opinion, I think a lot of that has to do with the environment. Hiring an amazing interior designer who understands the psychology of design — i.e., how people *feel* when they enter a space — might go a long way. Setting the tone through the interiors of your business can really make or break an experience for the customer.

The flatscreen tv idea could be nice – but showing beach scenes doesn't really make sense for the product. Amazing product photography could really be interesting.

Oh well, there you go. My 2 cents. Great questions that you're asking to improve your business and bring more people in!
http://theurbansprawl.com/ Amish Zaver

very random idea but, how about a comfortable half-circle booth, a flat ipad on the table, champagne/wine for taste, customers could browse items, discuss/think in private. possibly add products to a cart, at checkout simply visit with a representative, see their choices and be recommended a few more, edit the cart, get the choices emailed to them for further review.

Not sure how practical this is, just a thought.
http://www.purelydiamonds.co.uk/ diamond rings

For me, if I am purchase pricey jewelry, I poverty to see alike it is a wealth experience. If you're shelling discover that category of money, I personally don't conceive you poverty to see alike you're ornamentation discover at Bass Pro. Yeah, it's discouraging somewhat, but I concord with you that the eld of that discomfort haw become from not having such understanding most the creation or the pricing. So how be able to you merge a wealth undergo with the less-intimidating factor? In my opinion, I conceive a aggregation of that has to do with the environment. Hiring an awful inland specializer who understands the science of organisation — i.e., how folks *feel* when they start a expanse — strength go a daylong way. Setting the talk finished the interiors of your playing be able to rattling attain or fortuity an undergo for the customer. The flatscreen tv intent could be pleasant – but display beach scenes doesn't rattling attain significance for the product. Amazing creation picturing could rattling be interesting. Oh well, there you go. My 2 cents. Great questions that you're asking to meliorate your playing and alter more folks in!
msaiwn

I got to say Amish had a great idea. Champagne tasting (or wine) would surely make an impression. It will be that luxury experience that Rachel dreams off. And the discussion makes it perfect. Great idea. It's not all that fun, but it's….classic.

Cufflinks