Monday, 13 May 2013

Copping a ‘tude

One day I had it illustrated to me in vivid side-by-side detail.  Two ladies came to see me in my store.  Both could have been sisters.  Same build, same hands, same finger size.  One said, “I can’t wear rings that are too narrow, I mean look at my hands.”  The other later told me, “I need something quite fine with these short fingers.”  And then it hit me.  It’s not about the length of fingers, it’s about their self-image: their attitude.  Thereafter, I paid better attention to the intensity of color they wear, the boldness of their accessories and the amount of makeup worn.  A brassy realtor with big hair, massive bejeweled hand-bag and outrageous high heels is going to be a good candidate for my biggest, boldest designs!  It’s all about the attitude.

Don’t we wish there were more “big attitudes” out there?  Well, we can have a hand in encouraging that.  Whenever I see the lady with her three-piece wedding set, anniversary band, family ring and her mom’s wedding set all piled-up onto her left ring finger, it’s a great opportunity to encourage her to spread things out a bit.  Since she’s been wearing 15 rings on one finger, she is open to wearing something wider on another finger, but might need some enCOURAGEment.  If you talk about the attitude of wearing bigger bolder jewellery; there are very few women who don’t wish they were a bit more fashionable, and exuded a bit more of a confident attitude.  I enjoy the challenge of getting a lady to put a ring on a middle finger or index finger for the first time, because it opens-up a whole new world of possibilities in her jewellery wardrobe.

Make it your personal mission to expand our industry by claiming new territory on every customer’s hands.  And when they’ve got rings for every finger, start working on rings for every occasion, and color palette.  If you believe that having more jewellery than you can wear on a daily basis is excessive and wasteful, you should probably examine your own attitude.  Start by searching through the store’s inventory every single day to see which jewellery would be ideal for the outfit you’re wearing and how you’re feeling.  Then imagine having such a vast jewellery wardrobe yourself.  There are ladies coming into your store with the means to build a stunning collection, and you should be excited to help them do it; if you’ve got the right attitude.

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