ModernJeweler.com |

OPPORTUNITY #4:
THE BRIDAL PARTY

Brides also like to adorn their bridal party, with nearly 60% telling The Knot that they give a jewelry gift to their bridesmaids. Jewelers should maintain stock in affordable pearls and colored stone options. Only 10% of grooms give jewelry to their groomsmen, but jewelers might consider accessories like belt buckles, wallets, or flasks that can be engraved.

If you create a one-stop shopping environment for bridal jewelry, with easily identifiable products that provide both meaning and value, you’re more likely to make additional sales and build a customer for life.

OPPORTUNITY #5:
A LIFETIME OF JEWELRY

Most revealing in this study is that nearly four out of 10 couples claim their ring retailer did not stay in touch with them. Engagement ring follow-up is the most common retailer communication. You worked so hard to close that engagement ring sale, don’t close the door you opened for continued service for other wedding jewelry needs, as well as future anniversaries, birthdays, holidays, and other occasions.

Nearly one-third (31%) of couples said the retailer they purchased their engagement ring followed up about product satisfaction post-sale; 23% about satisfaction with the engagement ring experience; and 26% said they received information about upcoming sales and/or new merchandise. But 38% said that post engagement ring sale, their retailer did not stay in touch.