Educating Customers
and Increasing the Perceived Value of Your Jewelry
© by Helena Zappolino-Feser; all rights reserved
Educating your customers builds value
into your jewelry, allowing you command top dollar.
Customers want to know why the jewelry they're considering buying is worth the
money. Your job is to tell them why.
For example, as a jewelry artist, you know which beading wire you prefer and why. Educating
potential customers on matters like this can help close the
sale.
 Black Cubed Bangle Bracelet by Helena Zappolino-Feser
Which would you buy:
A bracelet strung on beading wire; or a bracelet strung on
professional beading wire made of 49 individual stainless steel strands that
have been spun together and coated in a pliable coating for strength,
durability and kink-resistance?
Educating your customers on the difference between Swarovski crystals and less
expensive crystals can be as easy as visually comparing facets and polish.
Gemstones are very popular in jewelry designs. Many potential customers will
know little about the gemstones other than they like or dislike certain ones.
Show potential customers the difference between imitation, dyed and natural
gemstones. Explain why you've chosen what you have and how it makes your
jewelry better.
If your creation features a synthetic material like Swarovski pearls versus
cultured pearls, play up the benefits of your chosen material. Describe cost
benefits, color options, uniformity, and how the two products compare overall.
There are endless ways you can educate customers - and you don't need to
spend a lot of money to do it. The key is to make your explanation easy enough for the
layperson to understand, and to be honest in your explanations.
 Coral Beaded Scarf by Helena Zappolino-Feser
There may be times during your career as a jewelry artist when you're asked
questions to which you don't know the answer. Let your customer know you will
research the question to find the information for them. Then follow through with your
promise and return with the answer.
Sometimes educating your customers involves educating yourself first, but in the end
it's well worth it to know your customers understand they're purchasing
a piece of art made from high-quality materials.
It will also help build their
confidence in your jewelry business - and in you as a jewelry artist.
Related Articles:
Sell More Jewelry by Educating Customers
Educating Customers About Your Art (newsletter article)
Author Helena Zappolino-Feser is a jewelry artist and owner of Beaded Adornment. She is also a print journalist who also has her own jewelry newsletter and publishes newsletters for a number of online and brick and mortar businesses.
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