RAPAPORT...What do men want? The answer is easy: Men want to be heroes and they want to be acknowledged and appreciated for their heroic deeds. They especially want to be heroes in the eyes of their beloved. How do men — other than Batman and Iron Man — become heroes in the eyes of their beloved? By making her feel special and cared for. This is, of course, where jewelry comes into the picture.
While the bad news is that the economy is in a free fall, the good news is that when times are tough, historically, people tend to get married. The other fact is that December is the most popular month for getting engaged. According to a survey by Fairchild Bridal Group, 26 percent of all marriage proposals take place during the holiday season. Any man proposing to a woman is automatically a hero, especially when he comes up with a great ring and a romantic way of popping the question.
A jeweler can help the future groom in his role as superhero by assisting him in the ring selection. Men shop differently than women and it is no secret that their favorite part of shopping is a comfortable chair where they can relax during what they consider to be a harrowing experience. While a woman will make a decision based on whether or not something is pretty or stylish and whether or not it looks good on her, men want the facts when they shop. Men want to know the features and the benefits — which is easy to fulfill when it comes to diamonds.
But to be really successful in the sale, retailers need to go beyond the 4Cs to let men know why their diamond is better than the stone at the store down the street or on the internet. Sure, when it comes to diamonds, bigger is better, so size counts. But what else? The hero wants the best for his beloved. Is there a brand that has more sparkle? Prove it with a tool that measures sparkle — men love those gadgets. Is your store the brand? The packaging says it all — every woman knows that good things come in little blue boxes. Make sure he knows why the diamond he chose is special. And above all, make sure the ring fits her style.
Once the diamond is selected — and paid for — make him a hero in more ways than one: Present him with a bottle of champagne to toast the happy moment. Find out when he plans to propose and have flowers delivered with a card from him to his beloved. Become part of the celebration. Remember, after the engagement, there is a wedding, and nuptials mean wedding bands for the big day. When the groom presents his beloved with the perfect ring, he’ll be a hero in her eyes, she’ll appreciate his efforts and he’ll be back again for your help.
Article from the Rapaport Magazine - November 2008. To subscribe click here.