[Jewelry making - Article 00094] - Re: [Orchid] Friendly atmosphere in a jewelry store?

[Beth Wicker]

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    On pricing - I think that Larry is right, that what and how and
    whether to show prices depends on a range of factors.  If your work
    is high-end, sold in a high-end venue, frequented by high-end
    customers, then I would think showing the price is much less
    important than providing a significant level of personal service. 

    On the other hand, selling less expensive work, selling in a venue
    frequented by low to mid range customers, or by a wide mix of
    customers, or to "uneducated" jewelry customers, is the time to be
    sure to show prices - AND to provide the significant level of
    service. 

    I live in rural SC, and most of my shows are not high-end venues
    with high-end well educated customers.  Most of my shows involve a
    range, from people who could pay several thousand for a piece and not
    notice it, to people who are struggling to pay $20 for a piece.  I
    have tags on all my pieces that are not on cards.  All my pieces are
    identified with not only the price, but the metals and stones.  I
    make a point of greeting each potential customer, and telling them
    that everything is marked with the price and the names of the stones,
    and that they are free to pick things up and look at them or try them
    on, and I point out where I have my mirrors. Almost always this
    results in conversation, and quite often in a sale.  They feel
    comfortable browsing, handling, trying on - and ultimately either
    buying what they tried on, or telling me that it is really a bit
    more than they can afford and they wish I had something a bit less
    expensive but similar.  Since I usually carry tools and some supplies
    with me, I can often custom-make a necklace or bracelet right there
    for them that will meet their needs.  This means they (and their
    friends) have to come back to get it - which also usually means more
    sales as they find something they missed the first time, or decide
    they really DO need something they had talked themselves out of
    <vbg>! 

    I also offer to change chains, clasps, lengthen/shorten, etc. and
    charge as needed or deduct as needed.  I just finished a lengthening
    on a necklace a husband had bought as a gift to his wife at a show
    some months ago.  She e-mailed me (my contact info is with ever
    piece) that the necklace was too short (her neck is apparently the
    size of mine - not small <vbg>!) and also requested a larger clasp. 
    She sent the necklace back to me, I lengthened it and added an easier
    for older hand clasp, and sent it back.  Just received a delightful
    e-mail from her about how pleased she was, and all the compliments
    she has been getting on her necklace!  Did I make money on the
    changes?  No.  Did I get a loyal customer who wants me to let her
    know the next time I show in her area? You bet!  Plus she has told
    her friends, so there are that many more potential customers for next
    year's show! 

    Know your market, and display prices and offer services accordingly.
    I think that is key. 

Good showing to all.
Beth in rainy SC

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