Jewelers retail fine jewelry, repairing and selling existing pieces, and creating custom pieces for customers. They also provide customer service and education about gems, metals, and jewelry design. Many jewelers learn their skills through on-the-job training, while others attend technical school programs that last from six months to two years or college art programs that lead to a bachelor’s degree in jewelry design.
The success of a jeweler depends on quality, pricing, and customer service. A successful business can attract a large clientele that values quality, or it may have to focus on a smaller niche market. A well-designed website and social media accounts can help a jeweler reach new customers while building trust with current ones.
Locally-owned jewelry stores offer a level of service and artistry that big-box retailers cannot match. Choosing to shop at an independent jeweler ensures that customers will receive one-on-one attention from professional jewelers who are dedicated to helping them find or create a piece of jewelry that is unique and meaningful. According to Forbes, customers who choose to shop at locally owned jewelry businesses spend $68 on average per purchase, compared to $43 when shopping at a chain store.
Whether they’re buying an engagement ring, necklace, or bracelet, most consumers are looking for something that is unique and memorable. Many jewelry designers focus on creating a piece of jewelry that will stand out to the buyer. This might be through an innovative clasp or unique stone setting. They can also offer a variety of different styles to appeal to multiple types of shoppers.
To succeed, a jeweler must stay up-to-date on the latest industry trends and techniques. This is especially important in an age where many shoppers prefer to search for the best prices online instead of visiting a brick-and-mortar store. They must have a strong understanding of gemstones, precious metals, and jewelry design to be able to explain the details of each piece to their clients. Jewelers must also have excellent interpersonal communication skills to be able to guide their customers and build relationships that will keep them coming back for future purchases.
For a jewelry brand to break into major retailers, it must have effective distribution capabilities. Partnering with a manufacturer that can send merchandise to retailers via electronic data interchange (EDI) and assign unique universal product codes (UPCs) for each piece is a great way to ensure that the inventory is cataloged and easily searchable by retailers.
In addition, a manufacturer should be able to provide a detailed description of each jewelry piece with a breakdown of specifications and materials to help retailers make informed buying decisions. A manufacturer should also be able to produce samples of each jewelry piece for retailers to evaluate before they place an order. This allows retailers to see the quality of a jewelry item and feel confident placing a high-end order. A manufacturer should also be able to ethically source stones and other raw materials.
