In a conversation with a fellow industry professional last week, I made this comment about the attitudes of certain types of clientele:
“We work in fashion. Why should we expect them to treat their jewelry any differently than their shoes or handbags?”
“We don’t work in fashion, we sell real jewelry.” Meow.
To me, this attitude is wrong on several counts. First of all, jewelry by definition falls under the broad umbrella of fashion items, along with any other accessory or article of adornment. It’s also governed by the same basic tenets (brand focus, trend awareness, color and style aesthetic), follows seasonal cycles, and even maintains a demographic pattern heavily based in income and access. All of these are hallmarks of fashion, regardless of price point.
To say that we are an industry apart implies that our buyers are not behaving in the same way as fashion buyers, and that is simply not the case. While some would like to think that selling a person on the sentiment or investment alone will close a sale, the simple reality is this: if buyers are convinced that one is enough, then repeat business is dead in the water.
The only way to build and maintain a healthy and growing industry is to encourage the idea that no purchase need be the last. You bought a wedding band? That’s wonderful, meaningful, and special — but what about another one for the other side, say for your anniversary? I’m tickled pink that you love your favorite dress watch, but wouldn’t you like something a little more casual — but no less beautiful — to wear every day? And wouldn’t those classic diamond studs look marvelous this evening when they’re dressed up with a set of diamond and sapphire enhancers? Of course they would!
My customers don’t own one pair of shoes, one bag, or one coat (especially in New England. Come on people, we have seasons!). Leave your arguments about consumerism, conspicuous consumption, and class divisions at the door: our entire industry — beauty and yes, fashion — relies on convincing the customer that he or she should have at least one more. Ten dollars or ten thousand (ten million and up, too), there is no time for semantic distinctions between your branch of the tree and mine.