Selling Techniques

Jewelry Types
-- Bracelets
-- Earrings
-- Necklace
-- Pendants
-- Rings
Pearl Strands
-- Premium Akoya Strands
-- Value Akoya Strands
-- Freshwater Strands
-- Tahitian Strands
Pearl Studs
-- Akoya
-- Tahitian
Pearl Types
-- Tahitian
-- Akoya
-- South Sea
-- Freshwater
-- Eyris
Pearl Pendants
-- Akoya
-- Tahitian
Collections
-- Eyris Blue Pearls
-- Pearl By Pearl
-- Smart Pearls
-- Crown Select
-- Crown Pearls
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F.A.Q.

Selling Techniques for Partners in Pearls

How to present pearl strands.

Show pearl strands using the under stock presentation tray provided. Your assortment range is from AAA (crown) to A-, a very good entry level pearl strand. Included in your assortment is a low quality “un-finished strand used to highlight the difference between a commonly found commercial quality strand and what you have to offer. This “comparison” selling technique is the most powerful tool used to highlight the quality range of pearls you carry.
*** Please call your dedicated customer service representative should you customer request something you do not have.

The Art of Selling Pearls

The sales of cultured pearl jewelry is at an all time high. During the past five to ten years, the consumer appeal of cultured pearl jewelry has dramatically changed.

The traditional akoya strand of pearls with the coordinating earrings and bracelet was often looked upon as the only type of pearl jewelry consumers would consider purchasing. While this remains a classic look, what was once looked upon as jewelry to be worn on special occasions, has now become everyday wear.

The basic akoya pearl stand looks just as lovely when worn with a pair of jeans as they do when draped around a neck in a more formal envioronment. Focus on what jewelry women are wearing on a daily basis. You'll be surprised to see how much pearl jewelry is being worn.

While the sales of the traditional akoya pearl jewelry remains strong, what has truly revolutionized the popularity of pearl jewelry, are freshwater pearls.

The broad array of wonderful colors, unusual shapes, and affordability has made cultured pearl jewelry available to all income levels, with fun and unique designs.

If the pearl selection in your store consists solely of strands, stud earrings and a ring or two, it is time for a change. If this is indeed what your pearl selection consists of, you are likely to say pearl sales are slow, and you would be correct in that assessment. What you are missing out on is the enormous change that has taken place with high fashion pearl jewelry, and Imperial needs to be given the opportunity to adjust your selection. When it comes to selling cultured pearl jewelry and recognizing the change that has taken place with the pearl category, please etch this phrase forever in your mind….. “They are no longer your mother’s pearls!”

Given the fact that pearls are appropriate for virtually every occasion, having knowledge about pearls will only enhance your sales as you will feel comfortable presenting the merchandise to your customers. Owning this knowledge will also increase your suggesting cultured pearl jewelry for virtually all gift giving occasions to your customers. The following are a number of opportunities to suggest pearl jewelry as the perfect gift:
•Bridal

The purchase of the diamond engagement ring is a great opportunity to suggest pearl jewelry for a number of reasons. Consider the following members of the family and bridal party who might need pearl jewelry:

a) Bride

b) Mother’s of the bride and groom

c) Maid of Honor and bridal party

d) The often overlooked Flower Girl

e) Wedding gift to the bride on her wedding day.

Now given the formality of a wedding, you might be thinking that the basic strand, bracelet, and stud earring would be all that could be sold. Think again! Find out the color of the bridal parties gowns, and consider the possibility of providing a freshwater pearl piece of jewelry that might match the gowns. It is likely the mother’s of the bride and groom will own a pearl necklace. Does it need to be restrung? Might they want a matching bracelet? How about a pearl broach for their gowns?

• Gifts to the bridal party can become rather expensive however; freshwater pearl jewelry makes it more affordable. The opportunity to provide a quality gift to the Maid Of Honor and bridesmaids is very real. If the bride is to wear a basic strand of pearls on her wedding day, suggest something of fashion for the groom to purchase as his wedding day gift to his bride.

For the Flower Girl, consider creating a Pearl by Pearl necklace so all family members can be involved in its creation, and will be something she will cherish for years to come.

• Professional
�Nothing says success better than a strand of pearls and no other piece of jewelry is more appropriate to wear as a business accessory. Pearls are to a professional woman what the power tie is to a man. Remember: any professional celebratory occasion means an opportunity to sell pearls.

• Birthstone

June is pearl month! Promote accordingly with additional pearl jewelry from Imperial. Plan an event such as a “Strand Restringing Night”. How about “Build a Necklace Night”.....great way for parents to introduce their daughters to your store who are your future customers!And one of the most imaginative events ever created, “Sushi, Sake, and Pearl Night”!

Other Opportunities to Sell Pearl Jewelry

�Graduation- Graduates go on job interviews…they need a pearl necklace, and matching earrings.

Birthday- Especially appropriate for the June birthday girl!

Anniversary- Start with the pearl strand, and build the suite on future significant occasions.

Pearl by Pearl- A great opportunity for all family members to participate in the creation of a pearl necklace for that special child.

When a necklace is sold, it is easy to forget about suggesting the matching creation of a pearl necklace for that special child.

REMEMBER: NEVER STOP SELLING!!!!!!!

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