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15 gemstone myths and bunkum

As if there wasn’t already enough misinformation about jewellery on the internet, retailers also regularly have to deal with myths and bunkum about gemstones. Add an array of superstitions and prejudices and you quickly realise your sales staff have a lot to deal with. 
Consumers are often confused by what they find online so here are 15 myths about gemstones along with the correct information to educate your customers and dispel negative perceptions. Why not share this information with inexperienced staff and customers on your website or blog, or even use it as part of an email message or newsletter?

The December issue of Jeweller has been mailed and readers will quickly note its theme; The 4Cs of Marketing. Published in a special edition handbook format, it offers a wealth of information to refresh and revitalise your business in 2014. 

Shane Decker has some excellent advice on how to close more sales while Emily Mobbs reports on how to increase sales by targeting all members of the wedding party.    

Jeweller’s 4Cs of Marketing handbook also explains how to increase diamond sales and maximise watch sales. Want to know how to take capture more customers with stunning smartphone photography? We have that covered too as well as a lot more!

JAA members* should already have received their printed copy in the mail while our Premium Members - magazine and online subscribers - can now access all stories online.

Simply login to “unlock” all the current stories. Not a subscriber? 

Want to be able to read any storyanytime, anywhere then click here.

Not only does Jeweller keep you updated on the most recent news, Premium Membership also allows you access to eight years of archived content including valuable business management articles. 

Better still, you can choose how you read Australia and New Zealand’s Number #1 industry source – magazine, computer, iPhone, iPad or all of the above. 

*JAA members no longer receive Premium Membership to jewellermagazine.com - click here for more information.



This month's issue



Better still, you can choose how you read Australia and New Zealand’s Number #1 industry source – magazine, computer, iPhone, iPad or all of the above. 

*JAA members no longer receive Premium Membership to jewellermagazine.com - click here for more information.



This month's issue


10 things Jeweller learned in 2013


As the industry prepares for a new year of trading, Jeweller reflects on the major issues reported in 2013. Read more. 




The 'new' 4Cs


In the current retail environment, consumers have an almost limitless choice of stores from which to purchase diamond jewellery. Retailers must be armed with the ability to edge out their competitors. The World Jewellery Confederation, CIBJO, has this advice for how to cultivate, capture and captivate customers. Read more.



Be a watch expert


With new watch models constantly coming onto the market, Jeff Salton reports it pays to get the fundamentals right to maximise sales opportunities in a sector spoilt for choice. Read more.



Create a culture of pearls


Nicknamed "Queen of Gems", the pearl is at the centre of a fashion rethink. Jeff Salton explores how retailers can prepare for increased consumer demand. Read more.




How to sell more jewellery


Shane Decker travels the world extensively training jewellery salespeople to close more sales. Here are just a few of his tips. Read more.




Capturing the bridal market


Engagement and wedding rings will always rule the bridal category, but there’s another crop of jewellery items vying for attention. Emily Mobbs reports on how to increase sales by targeting all members of the wedding party. Read more.



12 tips for taking better jewellery photos


Studio photographer Lex McColl discusses how jewellers can capture customers with stunning smartphone images. Read more. 




Femme Seduction


The buying power of women has never been stronger but exactly what do women want? Emily Mobbs uncovers the sales and marketing secrets that lure female customers. Read more.



The great gemstone myths


Jewellers may find the following list, prepared by the GAA, valuable when warding off consumers armed with mis-information, superstitions and prejudices about certain gemstones. Dispelling the following 15 myths to inexperienced staff may also help them close more sales. Read more. 



Stop thieves


Australian retailers have been warned they are set to lose millions of dollars over the busy Christmas sales period, as opportunistic shoplifters capitalise on distracted staff to fill their Christmas stockings. Jeff Salton reports. Read more. 



Entice customer with eye candy

Getting a store to stand out from its competitors is mandatory year-round, and, as Jeff Salton finds, not just at Christmas when busy, stressed shoppers are hunting for that quick purchase and are struggling to think of gift ideas.



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