[Jewelry making - Article 00049] - Re: [Orchid] Disclosure - Tucson 2002

[Daniel R. Spirer]

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>      Full disclosure of all possible treatments a gemstone could have
>     been subject too and the fragility of the gemstone results in loss
>     of sales. They specifically noted tanzanite and apatite. 

    I have said this before but it obviously needs restating.  Full
    disclosure of gemstone treatments does NOT result in the loss of
    sales.  We have been disclosing gemstone treatments for more than 15
    years and, if anything, it has increased our sales because it makes
    customers aware of the ethical standards of our business. I would
    venture to say that most people might think that it would cost sales
    but only because they haven't actually gone about doing it.  When
    approached in an educated, straightforward manner it is actually an
    effective sales technique. 

    As for the fragile nature of gemstones, this is a real problem, but
    not an insurmountable one.  We have found that when consumers are
    properly informed of the risks, and the options, that they will
    either opt for an alternative (we find purple sapphire to be a
    reasonable alternative to tanzanite and I know that some people
    suggest iolite) or will redirect their thinking (maybe I should get a
    tanzanite pendant instead of a ring) in an effective manner. 

    If you are losing sales because of these issues then it has to do
    with the way you are approaching it, not the customer's unwillingness
    to buy. 

Daniel R. Spirer, GG
Spirer Somes Jewelers
1794 Massachusetts Ave
Cambridge, MA 02140
617-491-6000
spirersomes AT earthlink.net
www.spirersomes.com

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