So, any thoughts out there how to convince people like me to buy
jewelry instead of jetting off to Tahiti or buying a new computer?
Suzanne, yes indeedy!. The best way to get people to want to buy the
sort of jewellery that we (makers or high end retailers or gallery
owners) want to sell, is, deep breath, expose them to cheap
jewellery. Well, that’s my opinion, which I’d better justify…
All the cheap stuff around means that people are becoming accustomed
to wearing jewellery more and more of the time, rather than just
having a wedding ring and a couple of pieces for special occasions.
We have shops here (and I’m sure you have too) stuffed full of paper
thin 9ct gold stuff. Earings, bangles and hollow ling necklaces.
They sell for prices that I could not match, even if I wanted to. But
they get folks used to wearing jewellery. Pretty soon they realise
that the paper thin stuff just doesn’t hold up all that well.
The cheap stuff is in the high street right now, no point in trying
to fight it. If you do you’ll go bust. Once someone has sat on a
thin hollow bangle, and trapped a pair of similar earrings in the edge
of a jewellery box, it’s fairly easy to educate them to the proper
path of quality goods. Hey, Christmas is coming … prime jewellery
buying time! – Kevin (NW England, UK)