Observations

RAPAPORT… What do women want? It’s simple: Women want to feel special and cared for. This is perfect for jewelers because there are very few things that make a woman feel more special and cared for than a gift of diamond jewelry. The symbolism of love and luxury is all wrapped up in one sparkling package. But this desire to feel special and cared for extends beyond the diamond gift. It extends to women who are self-purchasing diamonds for themselves.

There are many women — married, single or living with a partner — who purchase jewelry for themselves. And these women jewelry self-purchasers want an experience that makes them feel special and cared for. Unfortunately, the same story comes out over and over again. A woman goes into a jewelry store by herself and is either ignored or given a half-hearted welcome. She does not feel special or cared for, and the sale is lost.

In an era when women are earning more than ever before and have disposable income for luxuries, it is important for jewelers to recognize these consumers for what they are — women willing to spend money on a product that makes them feel special. Part of that is the shopping experience. It is much more satisfying to walk into a store — rather than shopping online — and be pampered by trying on several pieces of jewelry, perhaps while sipping a glass of champagne and nibbling chocolates. Don’t insult her by telling her what is “cheap” or on sale, show her a range of price points — even the really expensive — it will be fun for her and it will make her feel special. Let her decide what she can afford. Don’t assume she doesn’t have much money and, above all, don’t let her know you may be thinking that — it is insulting and the fastest way to send a customer running for the exit. After she selects her jewel, offer to gift wrap it. That gesture will make her feel even more special and cared for. Treating a woman self-purchasing customer like the jewel she is will go a long way to creating a loyal, repeat customer who will tell her friends all about your store.

Amber Michelle
Editor-in-Chief