[Jewelry making - Article 00931] - Re: [Orchid] Educating the buying masses

[mary dunker]

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    The most fortunate and unfortunate thing to happen to the industry
    is QVC...Service Merchandise and some of the other home shopping
    clubs.  They do the serious jeweler a disservice by "selling" cheap
    poorly made items (that we get for repairs)and people think are
    wonderful,  you all know what we are up against.   They also use
    terms that fool the customer or confuse them.   Of course without
    QVC we probably wouldn't have had tanzanite become so popular, and
    there is customer awareness that has been raised about other stones. 

    I know I sure have been tempted to pick up a few pieces on the tv
    shows in my time, and I have seen a few good ones.  I work in a
    downtown store and we get an incredible assortment of people from
    street folk (literally) to lawyers, students, politicians and lots
    of state workers. We have a wide customer base and need different
    price points to serve them all.   The fact is, there are many people
    who just cannot afford the custom pieces.  We try to get quality
    pieces for reasonable but it isn't easy. 

    So what can you do?   Take care of every one to the best of your
    ability, recognise where your market is and honor them with goods
    they can afford or terms to help.   Good luck and God Bless us all
    through the tough times.

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