Designer Jewelry Gems

Most business reports are now suggesting that this holiday’s buying season, already shortened by a late Thanksgiving, may be the slimmest in 35 years. My advice to business owners is to prepare by emphasizing the emotional appeal of choosing the right gift. By generating enthusiasm about the holy grail of the “perfect gift”, as well as how to save money, businesses may pick up some extra capital in the impulse buy.

Here’s a test case. Jewelry stores can bring in a new crowd of bargain shoppers by emphasizing their personalized birthstone necklaces which are not as expensive as traditional jewelry. Using emotional language such as “Design the perfect gift!” is an effective strategy for shoppers who are not accustomed to buying jewelry. This strategy of promoting personalized jewelry actually encourages a segment of the population who does not usually shop in jewelry stores, and is especially effective in high-traffic areas such as malls and boutique downtown areas.

This strategy can also work with online retail stores that offer monogramming or other forms of personalized gifts, such as personal recorded messages, embossing, or even specialized gift wrapping services. Usually, shop owners do not give much thought to the marketing of their less-expensive products, and in a thriving marketplace that is sound logic. However, in a down economy, it is useful to “upgrade” what most think of as impulse buys to “Perfect Gifts” because otherwise these shoppers will not even come through the door.