Quality craftsmen to the retail jewellery trade
These pages set out the areas in which you can maximize the potential of your jewellery repair business.
It gives you ideas that could be put into practice within your store.
You will find that you are already putting into practice some of the areas that are covered.
It also gives you some useful information to help you sell the services that you could offer within the jewellery repair business.
In order to have a successful jewellery repair business, it is important to have a good relationship with your workshop. It is useful whenever possible for staff to visit the workshop so they can see how they operate.
Remember that your workshop is here to help you.
When something does not go to plan (no matter who is at fault) we will do our utmost to help you and your customer.
How do you need to sell to a customer when they bring in an item of jewellery for repair?
Having found out that you can carry out repairs, your customer will normally ask you “How much will it cost to repair?” To help maximize your jewellery repairs you should always follow the procedure listed below:
· Ask to see the item before you give them a price.
This gives you the chance to inspect it and shows your customer’s that you are professional.
· Use the opportunity to start building a rapport.
Statements such as “this is a lovely bracelet”, “did you buy it for yourself?” can be used and have been proved to work well.
· Tell them what will have to be done and why, before finally giving them a price.
It may not be exactly what they originally asked for.
· Justify the price if necessary.
If the customer questions the price you will need to explain why it is necessary for you to charge the price that you do (the work will be guaranteed for a full 12 months, the quality of the workshop you use, etc.)
If you follow this simple process it is far more likely that the customer will agree to have the work done.
You have the following golden opportunities when your customer’s buy jewellery.
· To sell a safety chain if one is not already fitted (this applies to chains, bracelets and bangles). Or if one is fitted, have it soldered.
· To sell jewellery cleaning products.
· To have charms soldered if they are being bought with a bracelet / solders on jump rings.
Most of your customer’s do not think about having a safety chain fitted and possibly soldered to their bracelet etc, when they purchase it. Whether it is for themselves or a gift for someone, it will give them extra peace of mind. If you do not introduce it to your customer then it is unlikely that they will think about it. If your customer is on the verge of making a purchace of a bracelet for example, and needs just a little push for you to make the sale, why not offer a free safety chain! Say the sale is worth $250.00, you offer a safety chain worth $44.00,or more depending on your mark up (retail). This gives the impression that you are giving a discount of around 20% infact the true discount from your bottom line is less than 10%.
The safety chain can either be sold unsoldered, which can be done immediately for the customer, or can be sent away to the workshop.
Jewellery cleaning products
Most of your customer’s do not consider how they are going to maintain the looks of their jewellery once they have purchased it. This is another golden opportunity to achieve an add on sale. All you need to do is to explain to them how they should look after their purchase and to suggest your excellent cleaning products. Do not assume they will only be interested in just the jewellery cleaning dip, many customer’s will purchase a jewellery cleaning cloth as well, if the benefits of having them both are explained to them.
If your customer is purchasing a bracelet together with some charms, then they may be interested in having them soldered. They almost certainly will not think about it unless we suggest it.
Golden Opportunities – repairs
You have the following golden opportunities when your customer’s bring in items for repair:
· A safety chain (for brooch, bracelet, necklet, bangle, etc.)
· Extra safety fittings such as figure of 8 clasps.
· Re-tipping claws or replacing the setting.
· Any repairs they haven’t noticed that need doing.
· To sell them another item to compliment it.
· To solder charms, safety chains, the top rings on pendants, etc (that haven’t been soldered yet).
· A new ¾ shank or full shank if required.
· To sell them some jewellery cleaning products.
A safety chain
It is well worth suggesting that your customer have a safety chain fitted and possible soldered, if they haven’t already got one on their bracelet etc. It gives them added protection and extra peace of mind.
Many of the 9ct rings sold today are one piece castings. Therefore, to achieve a white gold setting, the claws (which are yellow) are rhodium plated to make them white. After a reasonable amount of wear the claws will show a yellow hue.
It is most noticeable at the tips of claws and at the base of the shank. Your customer will probably not have noticed, as the wear will have been gradual. If the rhodium has worn and is replaced, then it will appear almost like new again.
Other items of jewellery are rhodium plated, such as pendants, chains etc.
Re-tipping the claws or replacing the setting
On examining the item, check to see if the claws are in good condition. If the item is reasonably old, then it is possible some or all of the claws will have worn down. To stop the customer losing their stones it is important to let them know. Dependant on the value and the sentimentality of the item, it may be worth having some or all of the claws replaced.
Unless one of the claws has been caught, then you will normally find that the wear is fairly even, and it is inadvisable to replace just one claw.
If the item has more than 6 claws it may be more cost effective to have the setting replaced. Ask the workshop for an estimate to do this.
Any other repairs that need doing (they may have not noticed)
Careful examination of their item may reveal other faults that need to be rectified. This can be especially true when chains and bracelets need repairing (It is quite common for a chain to need repairing in several places. Although not yet broken (in that place) it will not be long before it does.)
To sell your customer another piece of jewellery to compliment the item that they have brought in
You know what lines you carry in your shop. By using this knowledge it is quiet easy to spot when a piece of jewellery comes into your store and you have another piece that will compliment it. The customer may not know and may be interested.
To solder charms etc.
Many of your customer’s do not have their charms soldered to their charm bracelet.
For added peace of mind, it is well worth them having their charms soldered. All you need to do in many cases is to let them know what you can do for them.
A new ¼, ½,¾ or full shank
If the shank is very thin or very badly damaged then your customer may be interested in having a new shank fitted. Most will just ask to have it re-joined unless you tell them why it really needs a new shank.
Jewellery cleaning products
You have an excellent opportunity to sell cleaning products when your customer’s bring jewellery back to your store.
One of the easiest times is when their jewellery has been returned from repair. It will be looking beautifully clean and bright and to maintain the look all they need to do is to purchase some of your jewellery cleaning products.