From AGTA GemFair: How to Sell Color

Tucson, Ariz.--Since colored stones present a opportunity for growth in sales and profits, it’s important for jewelers to have a plan for selling color, AGTA CEO Doug Hucker said Friday during an education seminar at GemFair in Tucson.

Selling color is different from selling diamonds, which have a very specific set of values--the four Cs--that help validate their price, he said. Colored stones tend to be a bit more emotional and personal for a customer and also is an area where consumers have gained knowledge in recent years.

“Color in itself is something that’s driving our business, but that’s not just about gemstones,” he said, noting that consumer products in general are all about color and fashion magazines also are giving consumers color clues.

And when it comes to actually purchasing gemstone jewelry, “Consumers will buy from a person that can answer their questions most effectively,” he said.

In his session, Hucker separated the big three--emeralds, sapphires and rubies--from the rest of the colored stones on the market, as those three need to be approached in a different manner. They are classic stones that are held in a high respect, have their place in history and, therefore, have a very different pricing structure.

Because they will cost more than other stones of the same colors--for example, consider the price difference between blue sapphire, tanzanite and iolite--retailers likely will have to explain why the prices are higher.

Hucker suggested doing so by using the same four Cs that are used to sell diamonds. This will make consumers more confident in their purchasing decision because they are familiar with that system.

Clarity will help clarify if it’s a natural stone, Hucker said. Cut will take into account a consumer’s style preference and carat weight will help to explain the price, making the consumer comfortable with what they are paying and also helping them to understand the pricing structure.

But, the most important C for the big three is color. This is the overall determinate, Hucker said. Any overtones or modifying colors will affect the price, as will the color’s purity and saturation.

Outside of the big three, it really just comes down to what the client likes.

When consumers might know less about the gemstones, it is important for the retailer to help them understand what’s available and to generate the excitement that will create a connection and lead them to buy.

Hucker suggests having a 15- to 20-second