{"id":246,"date":"2012-02-17T17:02:11","date_gmt":"2012-02-17T17:02:11","guid":{"rendered":"https:\/\/www.shaneco.com\/theloupe\/?p=246"},"modified":"2018-09-07T09:42:12","modified_gmt":"2018-09-07T15:42:12","slug":"on-buying-jewelry","status":"publish","type":"post","link":"https:\/\/www.shaneco.com\/theloupe\/shane-co\/tom-shanes-world\/on-buying-jewelry\/","title":{"rendered":"On Buying Jewelry"},"content":{"rendered":"<p style=\"text-align: left;\" align=\"center\">Despite growing up in the jewelry industry, and perhaps partially due to it, I am painfully aware of the reasons why some people (more often men than women) try to steer clear of this purchase as often as possible.\u00a0 There are two main reasons really, one being the adverse feelings of going into a jewelry store to begin with, the other being the issue of trying to actually pick out a piece of jewelry to purchase.<\/p>\n<p>A jewelry store can be an intimidating place to walk into for anyone due to a variety of reasons.\u00a0 Few people like \u2018pushy\u2019 people, even fewer like \u2018sales people\u2019, and fewer yet enjoy being around \u2018pushy sales people\u2019.\u00a0 Somehow, and I really don\u2019t know the origin of this, jewelry stores and car dealerships have been tagged with the unfortunate reputation of filling their staff with these types of people.\u00a0 I\u2019m not saying this reputation was wrongly earned, but what I will say is that customers are choosing the wrong retailers, because there is a choice.\u00a0 I purchased a car a few years back, and a used car at that, but was able to find a place that had a non-commissioned sales team, never ran \u2018sales\u2019, offered everyday low pricing, and wouldn\u2019t haggle over anything.\u00a0 What you see is what you get.\u00a0 Their model was simple, low prices, all the time, and if you like it, you buy it, knowing you got the same deal as the person before and after you.\u00a0 In essence, it\u2019s the exact same business model we run at <a href=\"https:\/\/www.shaneco.com\">Shane Co<\/a>., and moreover, I was comfortable before, during, and after the purchase.<\/p>\n<p>We relentlessly try to eliminate any of the typical negative feelings associated with buying jewelry.\u00a0 From never running a sale, offering everyday low pricing to everyone at all times, to not paying our sales teams a commission for \u2018closing\u2019 the customer.<\/p>\n<p>Our theory is, if we offer the best prices, on high quality merchandise, and provide a top-class sales team to educate the customer on the product, we will win out on every sale, and everyone is happier at the end of the day.<\/p>\n<p>The second reason I mentioned why jewelry stores can be very intimidating is the narrowing down to actually pick out one or two pieces of merchandise.\u00a0 With jewelry, unlike most things that people purchase, the item being selected is often being picked out as a gift for someone else.\u00a0 Meaning one often walks away with the feeling of \u2018I have no idea if she\u2019s going to like this\u2019 versus the confidence of \u2018I know she\u2019s going to love this\u2019.\u00a0 Unlike a television, or even an automobile, the gift-giver with jewelry typically derives no direct benefit from the product after it is gifted.\u00a0 To further complicate things, jewelry is considered a \u2018blind\u2019 item, meaning that whoever is purchasing jewelry (either for a self-purchase or as a gift for someone else) often knows nothing at all about the value of the piece they\u2019re looking to purchase.\u00a0 They\u2019re essentially putting their blind trust in the hands of the very person who\u2019s looking to sell them an item to price the piece fairly.\u00a0 Combining these two facts, the \u2018blindness\u2019 of the item with the fact that it is often a gift for someone else, it is clear to see why some shy away from making this purchase.<\/p>\n<p>We\u2019ve built our business model to try and overcome all of the above concerns as best as possible.\u00a0 From a non-commissioned sales team to an industry leading <a href=\"https:\/\/www.shaneco.com\/about\">return<\/a> and <a href=\"https:\/\/www.shaneco.com\/jewelry-education\/product-guide-101\">lifetime guarantee<\/a> program.\u00a0 The first step to overcoming customer\u2019s fears is to understand them, which is something that I know we\u2019ve strived to learn.\u00a0 Whether shopping for a car, jewelry, or anything else for that matter, I recommend trying to find a store that matches their business model to the way which you, the consumer, who is the ultimate boss in retail (as you are the one buying) feel most comfortable.\u00a0 After all, a retailer\u2019s success or demise is a democratic vote that is made by their customers, and they\u2019re constantly casting\u00a0 their votes, every time they decide to either reach into their wallets, or as the case may be, not to.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Despite growing up in the jewelry industry, and perhaps partially due to it, I am painfully aware 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