Magnolia Jewellery
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Vina by Pinaroo
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How to increase sterling silver sales
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By Bianca Mangion
BIANCA MANGION went in
search of better ways for merchandising silver jewellery. She spoke to leading silver jewellery suppliers about their secrets to success.
No longer keen on spending exorbitant amounts on clothes and accessories, style mavens of all ages are opting to go thrifty, thinking twice before succumbing to the fickle whims of seasonal trends. Silver jewellery is the perfect partner. Here are a few ways to increase sales. Seven Merchandising, sales and display tips
Tip #1
Silver’s unique selling proposition has always been its price; however quality is equally important, as pieces are expected to maintain their look for many years. The idea here is to actively promote striking silver pieces as though they are high-end jewellery (to help consumers fill the void they’re experiencing in economic tough times). Promote the pieces like a fine jewellery range instead of cheap, disposable jewellery. Train staff to convey the benefits of silver to all customers. Display silver on a dark background in groups or sets.
When setting a window, make sure all items are well polished and turn pieces to best be reflected in the store’s lights. Make room for a dramatic display and encourage staff to wear the pieces. Stock a quality range from a supplier able to provide reliable service.
Vina Lambert, managing director, Vina by Pinaroo
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Tip #2
The number one rule with selling sterling silver jewellery is to keep it clean. Not a difficult thing to do, but so many retailers neglect to do it. Make the display eye-catching, make it look special – don't make it look like the poor cousin to the fine jewellery in the store. Silver is unique in that it has a lower selling price. Because of this, it can tap into the “fashion” market and not just the “jewellery” market.
To make sterling silver look interesting and appealing, have a dedicated silver section, keep it clean, have a range of price points, and avoid exposing it to bright light for prolonged periods because this can cause tarnishing.
Jo Tory, director, Najo
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Tip #3
Silver is not a hard product to market. By proper display in shops, set against a simple bold and contrasting background, it sells itself. Describing the properties of the jewellery and where it is from is important. Forming a story and showing the customer what pieces work well together is beneficial. Putting a necklace with earrings and bracelet can show the customer how to wear the pieces and can often sell more than one piece. Shop assistants wearing the jewellery can also attract customers.
Adriana Corti, director, Iron Clay
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Tip #4
Great merchandising is the key here: display with flair. Why not be inspired by the example of a good clothing boutique and fully dress a mannequin in new seasonal clothes and accessories? An entire “head to feet” look both showcases new products and informs how to best wear them.
Julie Kiefel, purchasing and sales, Koodak Jewellers Supplies/ XS Jewellery
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Tip #5
Ultimately it is imperative that the retailer understands the market he/she is trying to attract and then facilitates the visual merchandising that surrounds it.
Experienced and well-trained sales associates are the forefront of our business and can make 100 per cent difference in the realm of sales. Retailers have to invest in training and managing staff to produce experienced jewellery consultants.
Nati Harpaz, CEO Australia, Magnolia Silver Jewellery
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Tip #6
We believe a silver collection should be either displayed alone, or with other ranges that compliment the designs. We encourage retailers to display a range with high-quality visual display show cards.
We recommend that effective lighting, clear and precise displays, polished jewellery and clean showcases will show off the jewellery to its full potential.
Retailers can increase sterling silver sales by buying ranges that compliment each other. Educate staff thoroughly on all the ranges that they carry in store.
Sybella Morris, managing director, Sybella Jewellery
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Tip #7
Increase sterling silver sales by stocking quality brands, displayed separately on quality displays and reinforced by sales staff who treat the product as a valuable item by keeping it clean and tidy and handling it in front of customers the way a precious item should be handled.
Pendants, rings and earrings should always be displayed in sets, as this may result in an additional sale.
Many jewellers have a mindset that silver is not for them because it is “cheap”. Silver offers the jeweller a new consumer.
Stephen Brown, general manager, RJ Scanlan
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Posted August 01, 2009
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