[Jewelry making - Article 00104] - Re: [Orchid] Wholesale catalog frustration

[Judy Hoch]

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    It would be nice if we never had to deal with customers that knew
    what we paid for our materials. And it would be nice if they didn't
    know what Rapp was for diamonds or dealer cost for automobiles. But
    they do know. This is an information age and you can't put up a wall.
    At least Rio and Stuller do not sell to the non-jewelers, so far
    anyway. 

    If you buy in quantity, you can sell at the single piece price with
    a modest mark-up. Wholesale does mean to purchase in volume so you
    have that tiny advantage. 

    Wouldn't a more positive approach be to add value to the product? We
    are a service business. We are not obliged to justify our selling
    price but to stay in business; we have to deal with competition. If
    you want to make a profit on what you purchase, add value. Rio won't
    size a ring, put the customer's stone in the ring, or fix a necklace.
    You can. 

    If you are trying to make a business of just buying and reselling
    manufactured goods, it is going to be harder and harder. Our clients
    aren't stupid and often own a needle nose pliers and can fix their
    stuff. Why should they come to you? Do you offer things they can't
    buy at Wal-Mart or straight out of a catalog? It should be no
    surprise that they want to pay catalog prices. You don't have to sell
    at that price, but the days of triple keystone on catalog goods is
    long gone. Do something to make it special. Add value. 

Judy Hoch
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