How To Buy And Sell Jewelry With Confidence
Some time ago, a client asked me to identify the green gemstone she was wearing in a ring
. Shed just bought it, wondered if I knew the gemstone, and was curious about what I thought about it.
At the time, she hadnt bought anything from me, but was considering an ivory necklace (legal back then).
Whether it was instinct or a conscious decision, the request was a test. She wanted to know if she could trust me on multiple levels. Was I familiar with gemstones apart from the big three (diamond, ruby and sapphire)? If I could identify her relatively rare stone, it would tell her whether she was buying from an expert or from an amateur. It would also tell her whether she could depend upon what I was telling her about the ivory.
I dont often recommend trying to identify gemstones on the spot, but this one was easy. The gemstone was small, under a carat; it was a deep forest green; and, it was brilliant, far more brilliant than an emerald.
She was delighted I could identify the stone and we had a nice chat about the man who discovered the it and Tiffanys involvement in promoting it.
She bought the ivory and went on to become a client for many years. And not only did she take my advice on jewelry she bought from me, she asked my advice on jewelry she bought from others. Thats because she trusted me.
When we sell jewelry, clients often impose a test, whether they recognize it or not. Often the test isnt as direct as the one described above. Instead, it takes the form of a need for reassurance.
At its most basic, the client wants to be reassured we are honest. For people who are reading this, I assume thats not an issue, but I would emphasize that a reputation for honesty really is priceless. Your reputation should never be jeopardized.
Related to this, clients also want to be comfortable that we know what we are selling. They want to know about the materials used in the jewelry. Is the amber reconstituted? Is the turquoise treated? Is it lapis or dyed howlite? Are the pearls saltwater or freshwater?
Sometimes clients will test you by repeating something theyve heard about a gemstone. A sister-in-law says that all pearls are dyed; a friend says that all amber is included; and, so on. Its vitally important to know the materials in the jewelry you are selling and be able to discuss them.
Remember, if a client loves the jewelry he or she will buy it and not be put off by knowing a piece is treated. What will put them off is learning the gemstones are treated after the sale has been made.
In addition to knowing about the materials, clients also often want to know how the piece was manufactured. Is it cast or hand fabricated? What is oxidation? Whats the difference between gold plate and gold filled? Pearl and bead stringers should be able to discuss the thread or cord theyve used and why they made that specific manufacturing decision.
So, honesty and product knowledge are foundational for sales. But there is another level that can help sales in a real way. And that is overall industry knowledge.
Remember, people who buy jewelry generally love jewelry and many of them have already undertaken some self-education. In addition to gemstones, they are probably interested in industry related news and issues. What is the industry doing about fair trade issues? Whats the scoop on the recent controversy over tungsten carbide wedding rings? Clients will also ask time honored questions such as how to properly store and clean jewelry and how to tell whether pearls are real or fake.
Some, like the client I mentioned above, will ask you to react to jewelry he or she is wearing or has just bought.
This isnt to suggest that you try to know everything about the industry. You cant. And if you dont know the answer to a specific question, just say so. I know, for example, I disappointed clients when I failed to recognized the names of specific -- usually commercial -- jewelry designers. There are just too many of them in too many market niches to try to keep up with.
But I do stay current on industry news and when I ran a retail operation, I made it my business to know the characteristics of every gemstone I sold.
It wasnt hard. After all I love jewelry.
So take my advice. If you sell your own jewelry, provide important reassurances to clients by guarding your reputation for honesty, knowing your gemstones and staying up on industry developments. Then share your expertise.
If you are buying a piece of jewelry, impose these tests yourself. Ask the seller about the gemstones. Get him or her to describe its manufacture. Ask about his or her background. Only buy if youre comfortable with the answers.
By the way, that gemstone I was asked to identify was a tsavorite, discovered in Africa by Campbell Bridges. He was murdered in 2009 by bandits while working his mining concession in Tsavo, Kenya.
by: Fleury Sommers
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