A couple of years ago I wrote about the trend of offering customers some “design your own jewelry” options.
People LOVE having the opportunity to “create” or personalize their own items from a set of simple choices, and it can be a huge selling point.
(However, I recommend limiting each option to a maximum of about 6 choices – or customers have too much trouble choosing!)
Anyway, here you can see how a few of the major jewelry stores are offering their customers some “design your own jewelry” options:
Tiffany & Co. – “Mix and match key pendants and chains to create your own look.”
Blue Nile – “Build your own diamond earrings. Choose your setting … and select your diamond pair.”
Zales – “Design your own engagement ring” (select ring style, metal, size, and stone).
Notice that these jewelry stores all keep the options uncomplicated, but very appealing.
{ 2 comments… read them below or add one }
I call this type of jewelry design “Collaborative Design”. While a few customers know exactly what they want, most of my customers want some input from me. I usually show them a group of 2 or 3 so they can select the one they prefer. While I am selecting the group of items my customer has a full view of the contents of my containers. If they respond to a different item I adjust my suggestions. I feel I am giving design guidance without restricting their choices. The design is theirs with only as much of my collaboration as they desire.
@JoAnne, I like your collaborative design approach. Your knowledgeable guidance helps your customers make good choices, and I’m sure they love the time and care you give them. And of course the customized jewelry they wind up with! Thanks for sharing this.