How To Sell More Diamonds

One of the interesting thing that I have noticed during my travel (s) in Southeast Asia and South Asia is the way jewelry retailers display their products. Diamonds are still the bread and butter of the industry. Sometimes what is missing is an attractive display. A good window display is like the human face. It should be simple, attractive and memorable. Naturally the store (s) must have an attractive window in order to turn passersby into customers. It's shocking to notice that only a very few stores display their products to fit the lifestyle and spending power of the people in the area. To me most window displays look like dog displays. There is lack of creativity and imagination. Most jewelry store's window display (s) are packed with old and new designs in a hurry to make money. You need to have an eagle-eye and zen-like patience to identify the designs you like. Today no one has the patience or time to look, decide and buy. We have morphed into a pack of rats running in all directions to make a living. And most jewelers don't understand what consumers want. Most jewelers believe that customers will just walk in and buy. A big mistake.

There are many ways to attract passersby into customers. According to Diamond Promotion Service experts jewelers should think first and act by doing the right thing:
- Display colorful posters.
- Use different accessories to capture a mood.
- sophisticated for a traditional display (works of art, fabrics, antiques)
- unusual for a more original display (boxes, toys)
- Take care in arranging your display.
- select one special piece of jewelry and give it emphasis by surrounding it with less important pieces.
-arrange the jewelry: in curved lines to suggest feminity / in converging lines to suggest infinity / in broken lines to suggest movement / in vertical lines to suggest elegance.

I think it makes sense. Today I see more people with low attention span (s) than before. This phenomenon could be due to our life-style. I think it would be refreshing if the jewelers change window display (s) periodically to attract/retain customers. I also believe the same concept should work in the colored stone industry. At times I notice that there is chemical mis-match between colored stone and diamond jewelry retailers. Either they don't understand color (s) or they don't have the product knowledge or they just don't know how to sell.

How To Sell More Diamonds (continued)