GN Diamond’s Asaf Herskovitz and sales trainer Shane Decker will discuss how to sell lab-grown diamonds, how to merchandise them and why it’s important to carry them in your store.
Y OU MAY THINK you know all there is to know about lab-grown diamonds. But even if you’re a seasoned retailer, this extremely hot product category has its own set of rules. In this second-in-a-series of webinars about the subject, GN Diamond’s Asaf Herskovitz and sales trainer Shane Decker will discuss how to sell lab-grown diamonds, how to merchandise them and why it’s important to carry them in your store. In this webinar, you’ll learn: merchandising do’s and don’ts for lab-grown; why it’s vital to train your sales staff about lab-grown; how a lack of understanding can lead to customer confusion; and how you can successfully sell this category without impeding on your natural diamond business.
How Jewelry Retailers Should Approach Fairmined Gold
When Brad Marks, owner of I W Marks Jewelers in Houston, Tex., decided to redesign his store, he needed to liquidate older merchandise to make way for new collections. And he chose Wilkerson to take the lead. As part of the sale, Wilkerson’s far-reaching advertising campaign worked double duty to drum up interest in both the liquidation sale and the store itself. General manager Ray Golden says he was skeptical if Wilkerson could bring in the kind of numbers they said they would but was shocked by the line at the door on day one — a line that continued throughout the sale. “There was a constant stream of both customers within our data base but also brand-new ones, and that really helped us expand our base.” In hindsight, choosing Wilkerson was the right decision, says Brad Marks. “They are the consummate professionals. I would recommend them 100 percent.”
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