Making a Marketing Splash - Stuller

E D I T O R I A L
notes from Chuck
many jewelers believe that
their primary competition is coming from the
internet. You may be surprised to learn, however,
that our industry is also competing for the luxury
dollar with electronics, designer accessories and
clothing, and, the latest growing trend, designer
handbags. We also know that women are making
an increasing number of self purchases of luxury
items. It is estimated that by 2010, 60% of
American households will have women who will
be the leading breadwinner. Today, women make
85% of the purchasing decisions and influence 95%
of said decisions! Don’t overlook the obvious! Our
first challenge as jewelers is to attract consumer
attention and create the need for jewelry. Our
second challenge is to create a satisfying and
memorable shopping experience for our customers.
The beauty of the total experience brings them
back again and again. The services that your store
provides, both in the showroom and at the bench,
differentiate you from your competition. Some of
these services may include personalized design,
protection against loss of a diamond or gem for the
first year, ring sizing after the sale and tradeups to
larger diamonds. Your store can also add value by
providing important occasion reminders, watch
battery replacements, cool drinks on hot days,
free ring cleaning with any purchase and special
perks for repeat customers (loyalty builders).
Other value-adding touches include private
appointments, free gift wrapping, designer trunk
shows, prominently-displayed industry credentials
and child play areas where parents can shop with
limited interruptions. An article on how your
bench can help add value to your store appears on
page 13 of the retail section of this issue. Perhaps
the most significant way to add to the perceived
value of your store is by educating your customers
about fine jewelry, diamonds, and gemstones. You
can bet that they’ll return to the jeweler who cared
enough to help them make an informed decision,
while providing a beautiful product and a pleasant
shopping experience.
CHUCK LIEN
COO
CEO AND CHAIRMAN
Matthew G. Stuller, Sr.
president/coo
Dr. Chuck Lein
EXEC. VP, MERCHANDISING & marketing
Harold Dupuy, G.G.
EXEC. director, marketing services
Kerry Hand
editor in chief
Miriam Werquin
stullerstandard@stuller.com
staff contributing writers
Keri Bolfer Lori Carter, Mgr.
Leslie Dumatrait, D&G Asst. Marketing Manager
Ramona Gautreaux, D&G Marketing Manager
Steve MacDiarmid, PR/Trade Shows Director
Sarah Bradshaw
Susan Kiefer
design
Jacqui Cheramie, Director
stuller standard online
Trenton Bolfer, Mgr.
Ron Domingue
Kim Thibodeaux, Mgr info@stuller.com
contact us
stullerstandard@ stuller.com
www.stuller.com
Stuller Standard Magazine
P.O. Box 87777
Lafayette, LA 70598-7777
800.877.7777
337.262.7785 fax
photography
Frank Centrilla Maggie Hidalgo
Noelle White Marie Vest
production
Maureen Benjamin Leslie Dumatrait
Shannon Guidry, Mgr. Missy Kruger
Brenda Landry, Mgr. Robert Lawson
Stephanie Pellerin Kisha Thompson
contributing writers
Claudia Rose Nancy Pier Sindt
Deborah Yonick
product management contributors
Kathleen Blanchard, Diamond Fashion
Nathan Button, Findings
Chookie Diaz, Metal Fashion
Dottie Lukaszeski, Metals
Eleanor Lipps, G.G., Bridal
James Louviere, Symbolic
Mary Mouton, Mountings
Denise Quebedeaux, Color Fashion
Sandi Segura, Packaging & Display
Virginia Stuller, Stuller & Paspaley
Jodi Venable, Tools
Jim Wright, Tools
editorial advisory board
Joe Buttross, Exec VP, Diamonds & Gemstones
Linus Cortez, EVP, Finance
Bob Cox, EVP, Sales
Jay Jackson, EVP, Logistics
Jack McKay, EVP, IT
Ray Weiland, EVP, Manufacturing
Chuck Bowman, BVP, Mountings
Elizabeth Brehmer, BVP, Findings
Joe Orlando, BVP, Gemstones
J.P. Walrond, BVP, Bridal Jewelry
Darrell Warren, BVP, Tools & Supplies/Metals
Stanley Zale, BVP, Diamonds
© 2007, Stuller, Inc. All rights reserved.
The
, The Forevermark, SIGHTHOLDER, and DIAMOND TRADING COMPANY are used under license from the DTC (Diamond Trading Company)
JULY 2007 www.stuller.com the stuller standard
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