Selling Diamonds

(via Diamond Promotion Service) Students: If yours is a college community, you have available the most exciting of all markets. However, the full potential of such a market will not be yours unless you understand what’s happening in the student’s lives and have the empathy to communicate with them and to provide the kind of merchandise that interests them.

Students are knowledgeable and demanding. They like to browse, because it’s entertaining for them. They like to ask questions, because that’s a form of entertainment, too. They like action and change. They move, and they like places and things that move also.

It has been estimated that the average college student has $3000 a year to spend after tuition, room, board and books. This makes the student market well worth cultivating. But you can lose it if you aren’t geared to the fashion, fun and quality that students expect. They’ll go to the jeweler who is so geared.

Engagement Diamonds And Diamond Gifts
The engagement diamond is a sure sale. With four out of give brides wearing diamond engagement rings, and with the number of marriages increasing every year, this is a sure and expanding market.

However, it is likely that too many jewelers overlook the fact that the engagement ring is only one expression of the consumer’s interest in diamonds. They neglect the possibilities for selling diamond jewelry.

Less than one in three wives has received a gift of diamond jewelry since her wedding day. Among single women the proportion of those owning diamonds is even smaller. Here is a great market for diamond jewelry, as gifts or as self-purchase.

The Competition
No study of a market is complete without a study of the competition. Many jewelers believe that their main competition is the jeweler in the next block or in another shopping center. It really isn’t, because when another jeweler sells a customer on the idea of diamonds he is broadening a base that can be beneficial to you as well.

Rather, your main competition come from other products, from such items as furs, automobiles, major appliances, even vacation trips. There must be a pattern of this type of competition in your community. Once you learn it, you can lick it.

This, then, is your potential market. It is the people from all walks of life with whom you can communicate to persuade them to buy diamonds from you. It is the engagement rings and diamond jewelry that you can sell them. It is the competitive products you must sell against.

Once you’ve studied all this, you’re ready to take the next step in selling diamonds.

Selling Diamonds (continued)