Two tips for running a successful jewellery business

Posted on: 1 November 2017

With so many jewellery shops around, it can be challenging to run your own successful jewellery business. Here are a few tips which should help you to do this.

Provide your customers with a memorable shopping experience

Many people buy jewellery for special occasions, such as an engagement, an anniversary or a birthday. As the owner of a jewellery shop, you have the opportunity to make the process of buying this type of item a wonderful experience that your customers will remember forever. It is important to bear this in mind when it comes to customer service.

For example, if an engaged couple enters your shop with the aim of purchasing an engagement ring, you might want to provide them with a private, comfortable seating area, offer them some light refreshments (such as tea, coffee, or perhaps even some champagne), and give them as much time as they need to view and try on your shop's collection of diamond engagement rings (as rushing or pressuring them in any way could potentially spoil this event for them).

This approach will create a shopping experience that will be memorable for all the right reasons and is likely to result in these customers returning to your shop when the time comes to buy another special piece of jewellery.

Strike a balance between security and your customers' personal comfort

Security is, of course, a hugely important part of running a jewellery business; when your premises is filled with extremely valuable rings, necklaces, bracelets, watches and earrings, you need to take steps to prevent thieves from stealing these goods.

However, it is vital to keep in mind that the overt security measures could have a negative impact on your customers' shopping experience. If your surly-looking security guard simply stares sternly at customers as they walk through the door and then proceeds to follow them around as they peruse your shop's offerings, they may start to feel uncomfortable, potentially to the point where they leave before buying anything.

As such, you should try to strike a balance between maintaining a high level of security, whilst still allowing your customers' to fully enjoy the shopping process.

If you have a security guard, make sure to instruct them to greet customers pleasantly and to perform their duties in a subtle and understated way, which will not make your customers feel ill at ease.

Additionally, rather than using security cameras which produce loud whirring noises each time they move from one position to another, consider opting for stationary cameras that have panoramic viewing abilities, so that your shop can be monitored silently.