Add Some LUSTER to Your Store

The following contains jewelry information you should know about adding luster to your store by selling pearls. Read on if you are interested in selling pearls and how to make your business a success.

Add Some LUSTER to Your Store
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Pearls have always been a classic symbol of beauty, sophistication, and glamour. But today's wide array of pearl varieties and colors, as well as the amazing creativity of jewelry designs featuring these lustrous orbs, have also made pearls a symbol of fashion that women of all ages and lifestyles can wear with every look and for every occasion.
For retailers, however, selling pearls can often be a challenge—after all, customers typically don't know nearly as much about the origin, varieties, and features of pearls as they do about diamonds. And training salespeople to "get" pearls and sell them well is no easy task. So when a customer walks through your store, how likely is it that they will be drawn to your pearl selection?
But you can create higher interest and bigger sales of pearls in your store, pearl savvy retailers say—it just takes some time, effort, and creativity to build some powerful pearl excitement.
Kimberly Adams Russell, president of Frank Adams Jewelers in Albany, New York, says the key to pearl selling success is a creative and passionate staff. "You need to have the ability to turn the classic strand of pearls into a wardrobe essential that offers fashion, elegance, and tradition all in one piece of jewelry," she says.
Carrying a wide selection is also a key factor, notes Kathy Grenier, marketing and public relations manager at the Cultured Pearl Association of America. "You need to have a variety for the customer to select from," she says. Then you can add an element of the unexpected, a piece that will make people notice your pearl case even if they don't buy that particular item. "It spices things up a little," she says. "They may pay attention to it and buy something 'pearl' as a result."
But no matter what, say successful retailers, knowing your product is absolutely essential. "You have to do your homework," says John Anthony Jr. of John Anthony Jewelers, Bala Cynwyd, Pennsylvania. "You need to learn the difference in the type, shape, color, and origin of the pearls you are dealing with, as well as the types of pearls and color that go with styles and hair color and clothing."
These retailers warn their peers not to fall into the old myth that pearls are worn only for weddings or only on Sunday. "Pearls are for dress, work, and fun," says Adams. "They are one of the most versatile pieces of luxury anyone could own."
And in these days of rising prices and shrinking budgets, pearls also represent value. "The prices of pearls haven't gone up like the price of gold," says Peter Bazar of Imperial. "You can still find pearl pieces at those price points under $100 or under $500."
In terms of displays, don't simply show your pearls with other pearls, warns Adams. Pearls, she points out, can be layered and worn with gold, silver, and other gemstone jewelry to create looks from classic to contemporary. "This shows customers how to think outside the box," she says.
On the other hand, not displaying pearls in an orderly fashion, such as not showing graduated sizes on a uniform display, can confuse some customers, says Eileen Alexanian, owner of Diamonds & Dunes in Kitty Hawk, North Carolina. "They need to be educated, for example, why akoyas cost more than freshwaters. Sometimes it comes down to budget, and that's when freshwaters are an excellent choice, but don't undersell the potential akoya customer."
But Alexanian agrees that diversity in your selection is key: "You want to offer the basics in every size, such as pearl studs and strands in different millimeter sizes and freshwaters in different colors," adding that fashion-forwardness comes by mixing up your offerings with non-traditional pearls, such as eclectic designs featuring sterling silver. "You want to sell the benefits of having a variety of styles of pearl jewelry that can be mixed and matched without being so conforming."
Adams agrees, saying that adding a variety of lengths and layering pearls is "one of the most simple add-on sales in retail today." You can create sales opportunities by offering possibilities to personalize your customer's pearl wardrobe. "The pearl market offers more choices than ever before, with colors from silver to chocolate and shapes from biwa to baroque."
Having a great selection and attention-getting displays still won't make the sale, however, if your sales associates don't understand what it takes to get customers interested in buying pearls. "It's a combination of their communication skills and having the basic knowledge to tell customers what they're looking at," says Grenier. "And, you need a level of confidence in what you're saying." If salespeople don't feel comfortable showing something, they'll avoid it.
For Elizabeth Parker, co-owner of Curt Parker Jewelry in St. Louis, Missouri, the bottom line is if you want to do better at selling pearls, you need to be committed to selling them well. "You have to establish yourself by stocking a lot of pearls in different types, and developing your own way of presenting them," she says. "It can be knowledge-based, but it really has to be an emotional sell. You have to put them on the woman, you have to have your female staff model them."
Diamonds, she says, are a no-brainer for many jewelers. Pearls, however, are something that many don't understand or have a feeling for. The difference, she says, is just a lack of information. "If you talk to people about the best qualities of pearls, their luster, and their color, while the pearls are on her, and what they can do for her, that is appealing."
The bottom line, says Grenier, is about overcoming preconceived notions about pearls. "The job of the jeweler," she explains, "is to open their customers' eyes wide to see all the choices available."
PEARL CHEAT SHEET
AKOYA: Can't-Miss Classic
Akoyas are what every girl imagines when she thinks of pearls—classic and elegant, graceful and impeccable. Think Audrey Hepburn, Grace Kelly, and Jacqueline Onassis.
ORIGIN: Akoyas are cultured in ocean oysters, the saltwater Pinctada fucata oyster species to be precise. Akoyas are grown on Japanese, and now Chinese, pearl farms. On average, akoyas tend to be slightly larger than freshwater pearls, ranging from 2-10mm.
LIFESTYLE: Akoyas work for any woman who wants a classic, clean, sophisticated look. More conservative consumers will immediately be drawn to akoyas, but these pearls are also surprisingly versatile and can be dressed up as well as down. They're perfect for the office, an after-work event, and to add some glamour to a casual weekend outfit.
FASHION: Try a strand of akoyas with a little black dress, skinny jeans, and a high-quality T-shirt, your favorite pantsuit, or this summer's wide array of sundresses.
PEARL CHEAT SHEET
FRESHWATER: The Flavor of Fashion
The wonderful affordability and diversity of freshwaters make them perfect for trying out a new design or creating layered looks. Think young, fresh-faced celebrities such as Mischa Barton and Lindsay Lohan or fashionistas like Sarah Jessica Parker.
ORIGIN: Formed in lakes and rivers, mainly in China (though the U.S. and Japan also produce freshwaters), these pearls come in a variety of pastel shades, and the average size is 6mm, although now larger sizes are also available.
LIFESTYLE: Both fashion-forward and budget-minded clients will appreciate freshwater pearls. They can be mixed and matched to create many different looks, so they can go from work to weekend or day to evening in no time.
FASHION: Layer a few strands of freshwaters over a T-shirt and throw a short blazer on top; or put on several bracelets of different shades of freshwaters, mixed with sterling silver.
PEARL CHEAT SHEET
SOUTH SEA: High-End Glamour
Large, lustrous and especially rare, South Sea pearls are sure to bring to mind wealth, celebrity, and sophisticated glamour. Think Uma Thurman and Halle Berry.
ORIGIN: The Pinctada maxima oyster grows these extra-large pearls in the warm waters of Australia, Indonesia, the Philippines, Myanmar, and Thailand. They range from 9-20mm and colors include silver, white, and gold.
LIFESTYLE: South Seas are meant to make a statement, but in a classy, highly sophisticated way. The confident woman who doesn't shy away from being the center of attention will be drawn to these beautiful pearls—but if a woman wants a South Sea pearl piece that is still appropriate for everyday wear, a bold ring or pendant will do the trick.
FASHION: A can't-miss strand of South Sea pearls will be all she needs to accompany a gown or cocktail dress, but a ring with a solitary South Sea pearl is a bold accompaniment to a work outfit and a pair of drop earrings set in platinum can dress up anything she puts together.
PEARL CHEAT SHEET
TAHITIAN: Dazzling Drama
For the woman who wants to stand out from the crowd—in the best way possible—there is probably nothing more dramatically beautiful than the exotic hues of a Tahitian pearl. Think Elizabeth Taylor (who owns one of the largest Tahitians in the world). Speaker of the House Nancy Pelosi also wears a strand of multicolor Tahitian cultured pearls.
ORIGIN: Tahitian pearls are grown in the Pinctada margaritifera oyster species and are found throughout the warm ocean lagoons of French Polynesia. Also large, they range from 8-18mm in size. Peacock is the most popular Tahitian pearl color, but they also come in varied hues of black, gray, silver, taupe, green, and eggplant. Strands with mixed colors are fashionable too.
LIFESTYLE: Tahitian pearls make a serious statement, so a conservative consumer looking to blend in may not be the target customer. But any woman who wants something both extraordinary and out of the ordinary will appreciate its special beauty.
FASHION: A pair of Tahitian and diamond earrings will create a stunning effect against a black cocktail dress; but a ring or pendant will also add a sense of confidence and unique style to a neutral-colored suit or a pair of black pants and a white shirt.
author: BY SHARON GOLDMAN, CONTRIBUTING EDITOR - Modern Jeweler




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