< BACK TO THE DIAMOND BLOG MAIN PAGE
19
October 2016

Like? Share!

Marketing through Story: The Best Way to Sell Diamonds (and most other things!)

The process of marketing jewelry is changing. With the growth of technology, today’s consumers want, and expect, much more than just a purchase. This is especially true of millennials, who thrive on experience over anything else. In order to acquire this new generation of shoppers, it’s necessary to appeal to their base needs and desires. Marketing through story is an experience proven time and again to improve sales. The ethos “Don’t sell a product, sell a story” is part of the jewelry sales industry as much as any other.

Selling via the Story: The Complete Picture

Rachel Shechtman is the owner of a new breed of startup which highlights the story as an integral part of the retail experience. In fact, the story is so much a part of the experience that the name of the store is called Story. The idea behind the store is selling through story, and has been extremely successful. The product within the store changes every 4-8 weeks, and is consistently accompanied by multiple sensory experiences that create a full story for the consumer, including visual content, fragrances, music and more.

 

Science actually backs up this theory. Studies have found that the subconscious is affected by the story in ways that even scientists don’t fully understand. Music, touch and smell have long been known to evoke emotion in people, which can then translate to an emotional connection. By creating a full story, retailers emotionally connect the consumer to the product, making it more difficult for them to walk away, and more likely they will make a purchase. By connecting with these hidden parts of the brain, retailers can empower their marketing and sales. Jewelry retailers as a whole have a unique advantage. Because diamonds are such an emotional purchase, creating a connection is not only simpler, but much stronger, which can prove vital when making a sale. Selling through story creates a bridge between diamond retailers, the product, and the consumer.

The Reality of Storytelling in the Diamond Industry

Changing your theme and merchandise is obviously not something every retailer can do. However, there are many ways to integrate the story experience into your store experience. Many marketers believe that the product and price are less important than the story you tell. They believe the three most important ways to engage with customers are through emotional storytelling, entertainment and education.When it comes to selling diamonds and diamond jewelry, the trick is to capture the diamond’s unique story, and to deliver it to the customer in a compelling and captivating way.

Implementation of Storytelling in Your Store

There are many ways to use the power of storytelling to your advantage. You can focus on emerging trends and themes, such as colored diamonds, and create a display, video clip, or marketing brochure filled with color – beautiful, vibrant flowers, piercing eyes, rainbows, etc. Play colorful music, such as jazz. Or focus on elements that shine like a diamond, such as the sun and stars, or even on the diamond’s origins in nature. Use scents such as flowers, freshly mowed grass, crisp winter air, to highlight the natural angle through the customer’s senses. There are also sales tools and technologies that can help you present the story of a diamond or jewelry piece to the customer. The more interactive, intuitive and fun these tools are – the better.

Jewelry is a form of art, and artists always have stories behind their work, whether about the piece itself and the inspiration behind it, the artist’s story, or even the diamond. Use these to your advantage to create and maintain a connection between the consumer and the product. Let people know the rarity of a true, natural, good quality diamond. Many times, when faced with the abundance of diamonds in a store, consumers have difficulty understanding just how rare they may be. Selling through story highlights the emotional value of the diamond, and can even translate into real economic value.

 

 

 

 

 

 

Subscribe to the Diamond Blog

Get the latest technology, grading and retail news straight from the source, straight to your inbox.


MORE FROM THE DIAMOND BLOG

The State of the Diamond Industry in 2019: Challenges & Opportunities

Today, the diamond industry is more complex and dynamic than ever, and technology has only deepened the challenges faced by industry players at every stage of the diamond pipeline. At Sarine, our technologies scanned more than 70 million diamonds in 2018, enabling us to take a broad consideration of the changes happening now in the […]

3 Retail Technologies & Trends that are Changing the Consumer Experience

Recent years have seen a spike in the number of retail stores that are closing down. In 2017, there was a record-setting estimate of approximately 102 million square feet of retail space that went out of business. Retailers worldwide are facing significant challenges, and the main culprit is the internet. We live in a world that […]

The Sarine Diamond Journey™ Provenance Report Goes to Africa

Recently, it was announced that a leading diamond manufacturer in Africa, Schachter & Namdar, has adopted the Sarine Diamond Journey™ provenance reports for its two exclusive diamond brands – Brilliant Rose and Proudly South African. This announcement comes at a time when diamond traceability and provenance are the fastest-growing issues in the diamond industry. Today, […]

5 Diamond & Jewelry Trends for 2019

We’re already well into the year, but 2019 is shaping up to be a bold one in diamonds and jewelry. Designers are pushing the envelope with new, creative styles, and reaching back to revive retro trends. Whether it’s a new fancy diamond shape, an engagement ring worn on the pinky, or a chunky chain of […]

SPECTRUM – Diamond Industry News #28

Love is in the air in this edition of SPECTRUM, Sarine’s monthly roundup of diamond industry news and trends. This week, we are celebrating Valentine’s Day with a great piece about how to choose the perfect engagement ring from Good Morning America, and a showcase of 15 gorgeous Valentine’s jewelry gifts, compiled by Business Insider. […]

The History and Future of Lab Grown Diamonds

In 2015, photographer Dillon Marsh undertook a fascinating project to demonstrate visually just how much natural diamond has been extracted from a diamond mine during its entire lifetime. In one dramatic example, a photo of the Kimberley mine in South Africa – also known as the “Big Hole” – is juxtaposed with a CGI rendered […]

The Importance of Diamond Provenance in a Data-Driven Age

In breaking the frontiers of the diamond industry, from manufacturing to retail, technology must strive to reach beyond what it can do today, to the potential of what it can achieve tomorrow. At the same time, technological development that brings true change must be in lock-step with the state of the industry at the current […]

3 Ways Artificial Intelligence Affects Your Life (That You May Not Be Aware Of)

What is “artificial intelligence”? Since the very beginnings of computerization, the concept of artificial intelligence has captured the imaginations of science fiction writers and movie makers. Today, fantasy is already reality, and artificial intelligence, or AI, is implemented in a wide range of everyday applications and devices. As the technology becomes more sophisticated, and as […]

How Technology Has Advanced the Diamond Industry: Sarine Celebrates 30 Years

This year, Sarine is launching celebrations for 30 years in the diamond technology business. When Sarine was established, in the late 1980s, technology in the diamond industry was in its very earliest stages. The kinds of technologies used today by diamond manufacturers and gem labs all over the world, such as inclusion mapping, automated rough […]

How Diamonds Are Produced

After the long natural formation process deep in the earth, the diamond is extracted from the mine in its rough, raw state, and begins on its next journey – to become a polished diamond.   From mine, to jewelry store, to the engagement ring finger of its eventual owner – every diamond undergoes a long […]