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Band Aid: Wedding Sets Help Turn One Sale Iinto Three
Jeweler's Roundtable


FACT: The jeweler who sells the
engagement ring frequently loses the follow-up wedding band sale. In fact, it happens more than 30 percent of the time, according to a recent study by The Knot.

The average cost of the two wedding bands in 2009 is $2,147, with the bride’s band typically costing more than twice as much as the groom’s at $1,510, according to The Knot. That’s serious business! Are you doing all you can do to capture these important sales?

JUST ASK

Simply put, Celia Feder of Jay Feder Jewelers, Denver, Colorado, suggests jewelers just ask their customers what they want and give them the validation to do it. In fact, 60 to 70 percent of Feder’s business is in diamond bridal rings. The engagement rings she typically sells highlight the center stones, which she says are usually big, beautiful, and expensive. Many of her clients prefer Cherie Dori designs because of their clean lines that do not detract from the center diamond.

Feder often advises the bride to wear her wedding band on her right hand, so as not to scratch up against or compete with her diamond ring. “This gives the bride permission to invest more in a diamond band,” she says.

Recently, a couple purchased two white and two black diamond eternity bands as the bride’s wedding ring. “I sold her on the big bang for the buck she gets in that she can alter her look everyday,” Feder explains. “I sold him on the fact that his bride would probably not ask for anything new for awhile, content to play with her rings. Also, he now has easy gift ideas in add-on bands for anniversaries and special occasions.”

Most of Feder’s clients are not into matching bridal sets. “Sometimes, they only want to wear their engagement ring, or their band, or both on different hands. I just ask what they want and let them know it’s OK. They’re seeking validation from someone they respect. Give it to them.”

She advocates jewelers be open to the opportunities that they can present to their customers. “Think outside the box. Listen to what your customers really want and help make it happen.”

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Wedding set semi-mounts from CHERIE DORI.
Wedding set semi-mounts from CHERIE DORI.
Bridal set from AMDEN JEWELRY. Photo by Chris Trayer.
Bridal set from AMDEN JEWELRY. Photo by Chris Trayer.
Bridal set from the “Endless Diamond Embrace” collection by FANTASY DIAMOND CORP.
Bridal set from the “Endless Diamond Embrace” collection by FANTASY DIAMOND CORP.