Newsletter June 3, 2009

The Jewelry Crafter

A newsletter for the home jeweler

This newsletter will be published every 2 weeks, and will include hints and tips for your jewelry business. Any feedback or comments about the topics presented here are always appreciated. Click here to e-mail us.

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The Power of Knowledge

by

Mary Harvey

We all make jewelry, but how much do you know about the materials that you use in your creations? Do you know which stones are treated, or where they come from? Do you know what gold-filled wire is really made from, or what the difference is between sterling and argentium silver? These are some questions that your customers may ask you. Do you know how to answer?

The more you know about the materials that go into your creations, the better relationship your will have with your customer. If you can answer their questions, you will be seen as someone who is knowledgeable about what you sell, and it will build a trust.

The biggest question I get at my shows is “what is gold filled?” Most customers think it’s the same as gold-plate, and they are surprised to find out about how it’s made, how much gold there really is in it, and that it won’t wear off. Being able to explain the manufacturing process to my customers puts their minds at ease and clinched many sales.

Being able to tell the customer about the different stones that I sell has also helped out sales. For example, I sell a lot of rainbow cal-silica. Being able to tell the customer about the history and controversy surrounding the stone not only gives them more information, but it also keeps them interested.

Knowing which gemstones are treated and how also makes you appear more knowledgeable to your customer. For example, did you know that most blue topaz sold today is actually the product of irradiating and heating colorless topaz, or that most commercial citrine is heat treated amethyst? Not only do these facts provide interesting conversation, but it’s good business practice to disclose any gemstone treatments that you are aware of to your customer. 

There are lots of places where you can learn about different gems, stones and treatments. One book that I really like is called Gemstones of the World by Walter Schumann. It not only tells about natural gemstones and minerals, but also goes into how synthetics are made. It’s a great resource. Doing an internet search will also give you a plethora of information on gems and materials.

As they say, knowledge is power. Being able to share that knowledge with your customers will build a trust, and will help you sell more jewelry.