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Topics: Selling Upscale Jewelry to a Casual Crowd

Q.
My work is "upscale" yet at shows, people are often wearing casual clothing that isn't a good fit for my jewelry ... any ideas on how to deal with this?
- Samantha
A.
First, make sure that your display communicates the quality of your jewelry. Use clean forms for necklaces, and elegant trays for bracelets, earrings and more. Also, keep fine fabric swatches at your booth to show the jewelry at its best. Ask the prospect what she wears for an evening out, and then select the swatch that matches most closely when you present the jewelry. Finally, keep mirrors (both stationary and hand-held) at your booth so that prospects can see how they look!
- Dr. David Weiman
Dr. David Weiman is a respected expert in the field of marketing and selling handcrafted jewelry and a well-read contributor to Fire Mountain Gems and Beads "Ask the Experts". He is the author of Introduction to Marketing and Selling Jewelry, The Jewelry Selling Answer Book and The 5 Keys to Selling Handcrafted Jewelry. A free newsletter on selling handmade jewelry is available at his website: www.marketingjewelry.com.

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