Monday, 13 February 2012

Diamonds and gold prices can’t possibly stay high forever … can they?

It doesn’t take long for increased or decreased prices to become the new “normal.”  Shoppers who haven’t bought jewellery for 5, 7 or 10 years may not be surprised at all that a 14kt gold pendant-chain costs $500.  DON’T APOLOGIZE FOR THE CURRENT PRICING.  When it’s not a huge issue for the client, don’t even mention the recent price fluctuations that we’re so acutely aware of.  It’s perfectly normal now. 

DO make sure you can answer the objection when a customer genuinely recognizes the difference between todays pricing compared with a couple of years ago.  Your answer should be without apologies.  I strongly suggest that you mention the fact that due to worldwide demand for gold and diamonds; especially from emerging markets in India and Asia, further increases will not be surprising.

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