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Selling Color
August 22nd, 2014
by Bill Boyajian

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In my last Top of Mind, I had an article titled “The Bigger Diamond”, so it might not surprise you that I heard from a subscriber asking me to say something about colored gemstones.

I love color and always have.  Colored stones are unique, beautiful, and, unlike most diamonds, are valued for their presence of color, not the absence of color.

Color inundates our world today, but I have found that colored gemstones represent the most underperforming category in most fine jewelers’ inventory.  And I often ask the question: Why?

Here are two important reasons why jewelers should sell more color:

1. Your knowledge and professionalism stand out from the crowd because so much of your competition is incapable of offering color with passion, purpose, and professionalism.
2. The lack of a pre-established market works in a jewelers’ favor because color is not prone to price comparisons and can be sold on the merits of its beauty and romance alone.

But in order to market colored gemstones, you need to stock them, train your staff to understand them, and know how to sell them.  Do these things well and you will soon be known as the jeweler who represents the best in beautiful colored stone jewelry.

 



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“I needed help orchestrating a succession plan for our business. I had heard that Bill Boyajian specialized in assisting owners to transition their business to the next generation. He knows how to bridge the generation gap and deliver what each needs to hear. I would recommend Bill to any business owner who needs advice on succession planning from a trusted outside professional.”

–Charles Denaburg,
Managing Partner,
Levy’s Fine Jewelry
Birmingham, AL

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–Ceylon Leitzel
Leitzel Fine Jewelry
Hershey & Myerstown, PA

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–Ernie & Debbie Cummings
Kizer-Cummings Jewelers
Lawrence, KS