Look On The Bright Side Of Jewelry Business Shrink

Besides all of the doom and gloom spread all over the news

, there are jewelry businesses that are not only surviving, but thriving. Some jewelers are reporting an increase in sales, and even record figures over the past quarter.

You see as people's budgets shrink, a very curious thing is happening: they are becoming far more selective on how they spend their cash. People are returning to looking at jewelry purchases as investments, heirlooms, treasures rather than disposable trinkets. Couple this with a new level of social awareness about responsible buying, with people taking into consideration labour conditions and environmental impact, and the 'little guys' are suddenly coming out on top.

Two years ago I struggled to compete against mass produced silver, made in bulk, and squeezed my profit margins as tightly as possible in the tide of 'tat' from India or China that was taking over wholesaling (I still bear a grudge against certain brands that started producing 'vintage' costume jewelry with a handmade look, which almost ruined many artisans.) Now, people want handmade. They look local before anywhere else. They are beginning to appreciate quality and craftsmanship.

I have seen sales of my lower end designs drop off completely, while sales of my more elaborate, intricate pieces (which better reflect me as an artist) have almost doubled. Not that I can take credit for this turnaround, I have just come out on the lucky side of a consumer coin that is constantly flipping as tastes and trends change. Many jewelers, however, can take credit for increased sales, and should be an inspiration to all of us.

Such is the case with Vince Gulino, whose studio in Tubac, Arizona is beating the credit crunch through his strategy of battling against the negative atmosphere of the financial crash. His store is crammed full of sparkling gemstones, minerals and pieces of highly original artistic jewelry of his own design. He has an obvious passion for jewelry and gems, and believes that anyone should be uplifting by beauty.

As he says, "a jewelry store should be a refuge from any reality that isn't good."

Gulino is determined to keep his customers happy, at least while in his store, and has created a plan for this, called his "sunshine strategy." The rules include not allowing any talk of the depressing hard times on his premises, providing customers with a diverse and original range to inspire and distract them from life's woes, remembering that most jewelry purchases are memories not just merchandise, and investing appreciation and value in every piece regardless of price tag.

In the UK, certain media publications and programs were almost sued for their overly dramatic portrayal of the downward turn in the market in 2008, with financial analysts and some politicians claiming that their cries of 'the sky is falling' incited panic in buyers and investors, and caused a massive worsening of the situation. There is no doubt that talking negative and thinking negative leads to feeling negative, so the next time a customer walks into your store, be sure and give them some of the "sunshine strategy". You might just be pleasantly surprised. (from http://www.wholesale-china-fashion-jewelry.com/ for fashion jewelry china )

by: dushang jewelry

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