WHY IT IS TRUE: Statistics indicate that millennials may be initially more interested in the emotional romance/story surrounding the diamond than the diamond itself.

PLAN OF ACTION: Give them what they’re looking for by sharing romantic stories of engagement ring customers. These stories will make you look like a hero in the eyes of this potential customer. Make sure you present the stories from the viewpoint of the customer, not you the jeweler.

David W. Richardson CSP, Jewelry Sales Training International

This article originally appeared in the June 2017 edition of INSTORE.


A Worry-Free Way to Close Shop

Ron Pierro, owner of Pierro's Jewelers in Brandenton, Florida, chose Wilkerson to run his going out of business sale. From marketing to on-site sale management, Wilkerson did it all--giving Ron the kind of closure that only comes from trusting the best. Wilkerson.


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