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Friday, 1st August 2008 (6459 views)

Timothy Malone, from the Gemological Institute of America, has given tips on JCKonline to help jewellers during the current unsettled financial climate.

He told jewellers not to cut staff members. Instead, businesses should use event marketing to attract more footfall into the store.

For example, Mr Malone said jewellers should call loyal customers and invite them for personalised showings or VIP shopping experiences.

He suggested customers bring in their collections of jewellery as a way to identify what is missing from their wardrobe and make recommendations.

Mr Malone said: "Women with predominantly yellow gold jewellery, for example, seem to respond well to new pieces that combine white and yellow gold to complement their existing jewellery pieces."

Keeping an eye on current fashion trends among celebrities is also a way to make relevant jewellery offerings to potential customers.

The Gemological Institute of America was established in 1931 and is an organisation for gemological research and learning about jewellery and gems.

 

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