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A Closer Look at DIY Jewelry Cleaners
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Smart Shine Tips is a new monthly series from The Kingswood Company, the industry leader in jewelry cleaning and care. If you’ve ever wondered how you can sell more jewelry cleaner we’re here to help! Each month we’ll be bringing you pro tips that you won’t find anywhere else. You’ll be able to download the tips to share with your team and store associates.
3 Analogies to Help Educate Your Customers
Analogies are a great way to help people understand new concepts.
Here are our top three analogies to help you educate your customers about jewelry care and cleaning.
1. Jewelry care is like dental care
Every six months you visit the dentist for a professional cleaning and they will inspect your teeth to prevent any issues. That’s not the only time you care for your teeth though. You know to keep your teeth looking their best you need to routinely brush your teeth at home. The same is true for jewelry. Your customers should get it professionally cleaned and inspected annually or semi-annually, but care for it at home between visits.
Pro Tip: Jewelry retailers should take a page from the dental profession. When you visit the dentist, you get a professional cleaning and she sends you home with a toothbrush, toothpaste and floss to help you take care of your teeth until your next visit. Offer professional cleanings, then educate your customers on the importance of routine, at-home cleaning with professional jewelry care products.
2. Jewelry care is like many other care routines; it requires more than one step
Your customers are familiar with multi-step care routines. Skincare routines involve washing your face plus moisturizing. Shoe care routines involve polishing plus buffing. Car care involves washing plus washing and buffing. And jewelry care is a process of cleaning and polishing. There are many self- or household-care analogies jewelers can use which resonate with both women and men. Explain the proper steps for jewelry cleaning, and then offer them the tools to both clean and polish.
3. Jewelry care requires specialized cleaning products, just like many household objects
Your customers understand that they need to use different products to clean different materials. They have specialized products for their granite countertop, their hardwood or tile floors, their glass surfaces, and more. Jewelers can expand on this idea with their customers, explaining the need for different jewelry cleaning formulas designed specifically for different gemstones and metals. Then, be sure to offer a variety of products, from fine to gentle and silver cleaners, so your customers can get the job done.
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