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)