Since jewelry is such a broad category, what advice do you have for Christian retailers who are deciding which types and how much of jewelry to carry?
"The most important thing that I can share is that the jewelry designs that Christian retailers choose to carry need to have a strong inspirational message or symbol. When making jewelry-buying decisions, remember that fine jewelry is a very personal expression of style, and everyone's style is different. It is important not to just buy the things that you like, but to try to appeal to a variety of styles. Having a successful jewelry program requires that you re-stock the designs that are the best-sellers. Just because you have cross pendants in stock does not mean that you have the ‘best-selling' cross pendant in stock.

"How much jewelry to carry? Christian retailers need to have enough selection to give their customers a base to choose from. If stores start with a jewelry ‘program' rather than buying individual pieces of jewelry, they should be able to choose a program that best fits their stores' sales volume. The program should have a range of prices, styles and quality levels. It should be like having a mini jewelry department in the store."

How should stores appeal to various age groups for this category?
"If stores want to attract young people, they need to offer product that young people will buy. If the store's market is more mature, they need more mature jewelry. Again, the key here is buying for the customer you are trying to attract, not buying what you personally like. Your jewelry vendor should help you do this. Ask them about best-sellers in all the age groups. Your vendor should be the expert. They have market research and sales data to help guide you."

What customer service should be rendered when selling rings, necklaces and the like?
"The most important thing is to choose a jewelry vendor whose quality you can trust. There is a lot of deception that go on with jewelry. Make sure the vendor you choose will stand behind their product so that you can feel comfortable extending that same guarantee to your customer.

"When selling a ring, make sure that you understand how to properly determine the size of the ring. Make sure you know how to properly care for a piece of fine jewelry. Make sure they understand the different kinds of jewelry. Gold-plated, gold-filled or 14-karat gold, as an example, so that they understand the price differences. Jewelry is no different than any other category; the more you understand about the product and about what your customer is really looking for, the better equipped you will be to assist them with their decision."

How can retailers encourage special orders of engagement or wedding rings?
"Put up a sign that says, ‘Special order wedding and engagement rings available.' Then take the catalog from your jewelry vendor and create a book of the wedding designs. Also, know that the purchase of a wedding or engagement ring is a big decision, so be prepared to spend some time with the shopper, telling them about the quality of the product. Consider having samples in sterling silver available for the customer to touch and feel while they are shopping. We recommend taking a deposit on all special-order wedding or engagement rings."

Considering security, how can higher-priced jewelry be best displayed?
"Most high-end jewelry is best displayed in a vertical, locking case with retail prices visible to the customer. When a customer does ask to see a jewelry design in the case, the sales associate should remove the item, hand it to the customer and re-lock the case. Stay with the customer while they try on the item. Do not remove more pieces from the case than you can keep track of while working with your customer.

"As a side note, we do not recommend locking up jewelry under $25 retail. Sales will drop if your customer has to ask you for your help to see impulse jewelry."

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