A jeweler works in retail, providing the end customer with a point of contact when planning some of the most important milestones in their lives. In addition to being the main point of contact for customers, jewelers may also sell finished jewelry, diamonds, watches, machines and tools, or gems as wholesalers to other retailers or to other dealers and distributors. Whether selling or making or repairing jewelry, jewelers must be familiar with an expansive range of products to best help their clients.
Jewelers often specialize in a specific type of jewelry or product line. Many are skilled in creating custom pieces for customers, collaborating with them to understand their preferences and translate those ideas into designs. Other jewelers work in repair and restoration, repairing broken clasps and prongs, resizing rings, soldering metal components, and polishing jewelry to restore its original appearance. Some jewelers are self-employed, operating their own stores or repair shops.
Most jewelry sales professionals use strong communication skills to build rapport with customers and elicit their buying intentions. For example, they may ask open-ended questions to learn about their clients’ lifestyles and interests so that they can make personalized recommendations. The goal is to guide their client through the process of selecting a piece that fits their personality and budget.
A jewelers store typically uses a variety of software to manage its inventory and operations. This enables the business to profile its customers’ spending habits and to order merchandise that satisfies those preferences, as well as to discontinue or reorder stock that doesn’t sell. Some of the software solutions available in the United States include digital product imaging, bar coding and pricing capabilities, loose gemstone inventory management, and customer database functions.
Jewelry stores typically have strict security measures in place to protect the merchandise and prevent theft. Ideally, a jeweler should never leave a product out of the case unless they are actively assisting a customer. Additionally, they should keep the jewelry cases locked at all times and not display multiple pieces to customers at once.
Large companies in the jewelry industry seek differentiation by partnering with celebrities and designers to produce exclusive lines of jewelry. For example, Sterling Jewelers has an exclusive Jane Seymour-branded line and JCPenney offers celebrity costume and fine jewelry collections. Jewelers who want to compete with these branded offerings must create a unique brand identity and differentiate themselves from their competitors.
For instance, Stone And Strand focuses on the concept of “expensive taste without the markup.” Its modern and chic collection features 10k and 14k gold with ethically sourced and conflict-free stones. The site also provides an illustrated ear styling guide to help shoppers determine which earrings will suit them best.