Observations

RAPAPORT…

In the diamond business, one of the most important pieces of jewelry is the engagement ring. It is this item that keeps the industry afloat through thick and thin. No matter what is going on, couples are always willing to splurge on love. The engagement and wedding ring purchases can be the start of a long-lasting relationship between a jeweler and a customer. When a couple gets married, it is the beginning of a life together marked by milestone moments. And each of those occasions may be celebrated with a diamond. With the purchase of their engagement or wedding rings, start a life file on the couple. Find out the date of the wedding and their birthdays. Send a card or a bottle of champagne on the happy day. Stay in touch throughout the year. Send an anniversary or birthday card a month or so before the occasion — or send a reminder to the husband so he can come home with a gift that puts a sparkle in her eye. It’s no secret that most men don’t like to shop and will put off the unpleasant chore as long as possible. But, men also like to be the hero to their true love, and coming home with the right gift ensures that persona stays intact. The trick here is to make the shopping experience easy for him. Remind him of the upcoming occasion. Invite him in for a personal appointment and a private viewing of a few select items for gifting. If you can, offer to make things really easy by dropping by his office with a few items that he can purchase without ever leaving the comfort of his chair. Make sure you are ready to accept a credit card, check or cash on the spot. If you gift-wrap the item, he’ll be yours forever. If the couple has a baby, send a congratulatory note and when Mother’s Day rolls around, send a gentle reminder that nothing says “I love you” like a diamond. Customers are like orchids — with tender loving care, they will continue to blossom for years to come.