The holidays are behind us. It’s a new year and a new beginning. It’s also time to think of new ways to draw in business. Although bridal continues to be strong, it’s a good idea to have other areas of business to promote. As is often noted, the female self-purchase market is strong and continues to grow stronger. With a little bit of effort, you can grow that market even more. Start by reviewing inventory and deciding what will appeal to the female self-purchaser. Generally, it is jewelry that is fashionable and easy to wear every day: diamond hoop earrings or themed pendants, a gold chain necklace, bangles or designer collections that allow a woman to put together a wardrobe of jewelry that she can wear to work, casually around town while running errands or for special occasions. If it is a piece that can do double duty going from day into night — even better. Talk to some of your vendors to get ideas. Next, set aside a case or two, or a section, in your store, that will cater specifically to women shopping for themselves. To really differentiate yourself, you will need to do more than just sell the jewelry. Encourage women to bring in an article of clothing so that they can see what the jewelry will look like with it. Have a variety of popular nail polish shades on hand so the customer can see what a colored gemstone looks like when worn with that nail color. Host a champagne-and-manicure party in your store to celebrate career women, or bring in a stylist for an evening or an afternoon to help women select jewelry that works well for their face shape, skin tone or body size. A book or toy for the little ones is always appreciated by moms, who can better focus on shopping when their children are occupied. Life is busy; women have more and more to do each day, and a little luxury “me” time means a lot. Women like to be catered to; offer them special services and your store may become the “go-to-place” for female self-purchasers.
Amber Michelle
Editor in Chief
Article from the Rapaport Magazine - January 2010. To subscribe click here.