Rio Tinto Diamonds writes:
Market research shows that consumers are fascinated by natural color diamonds because of their rarity, uniqueness, elegance, sophistication, fashion appeal and affordability compared to white diamonds. This is particularly true of natural color champagne and cognac diamonds, which are a stunning alternative to ‘white’ or ‘colorless’ diamonds. These beautiful brown gems are ideal for the experienced diamond consumer wishing to try something new—something that will let her stand out and express her individual style and personality.
Research also demonstrates that retailers with well-educated salespeople behind the jewelry counter can dramatically increase sales of champagne diamonds.
One of the most important things your salespeople should know about champagne diamonds is that they are graded in the same way as colorless diamonds, with the exception of color. You will hear a range of colors used to describe brown diamonds. ‘Champagne’ should be used as the generic description for brown diamonds, following Argyle Diamonds’ official color categories (C1 to C7) that are now used throughout the world:
C1 – C2 : Light Champagne
C3 – C4 : Medium Champagne
C5 – C6 : Dark Champagne
C7 - Fancy Cognac
In addition, The Gemological Institute of America (GIA) and International Gemological Laboratory (IGL), two respected and renowned international diamond grading laboratories, use three parameters to describe color in natural diamonds:
Hue: refers to the diamond’s dominant color.
Tone: refers to how much lightness or darkness a diamond retains.
Saturation: describes the strength and intensity of the diamond’s hue.
According to the Natural Color Diamond Association (NCDIA), some of the key elements to focus on to help you develop a successful champagne diamond business in your store include:
Education
Make sure you and your salespeople are well educated about the unique properties and merits of champagne diamonds and able to position them in a context that will appeal to both female and male shoppers.
Presentation
With champagne diamonds, understanding and explaining the unique story behind these beautiful gems to consumers is critical. Your salespeople also should emphasize that each champagne diamond is distinct. This is part of the category’s tremendous appeal. In addition, your salespeople need to ‘personalize the purchase’ for customers by stressing that they should focus on selecting a champagne diamond in a shade that reflects their personal style.
Availability
Always carry an assortment of champagne diamond jewelry. This sets you apart from your competition; it is considered an ‘upgrade’ to any diamond assortment and should be featured in windows and cases. It also establishes you as an expert in the category, grabs your customer’s attention and sparks conversations that will lead to sales.
Versatility
Stress to your customers that champagne diamonds come in a wide range of shades and price points. Making consumers aware that these stunning stones can be unique, fashionable and affordable can be a powerful selling point.
Design
Carrying champagne diamonds in a variety of jewelry designs is a perfect way to differentiate your store, show customers how stylish they are, and build interest and repeat business in the category.
Celebrities
Celebrities dictate style and fashion—and they can create a powerful ‘buzz’ for your champagne diamonds. Use fashion magazines, photos, and other materials in your store to show customers how Hollywood’s trendsetters have embraced champagne diamonds.
Marketing
Providing in-store brochures and other countertop materials on champagne diamonds will build credibility for you and your business, peak consumer awareness and interest in the category, and increase consumer confidence in the product. Use both in-store and online marketing tools to promote your champagne diamonds.
Useful links:
www.riotintodiamonds.com
www.ncdia.com
I think it's brilliant + Follow the rules + You will sell more diamonds.
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