what do you call that?

would a diamond by any other name sparkle as bright? names matter

TWO for ONE

What you name an inclusion matters too!

Local Jeweler Zion

told me he once suggested an inclusion was like a diamond inside a diamond! How great is

that! Call it a birthmark.

It's all how you

look at it.

LET ME HELP YOU NAME YOUR EMAILS!

Did you know a creative subject line could

double your open rate? I will even write your subject line for you!

Funny product

re-names

What Jewelers

should not say

A Jeweler by Any

Other Name

What's in a name? A lot! I know jewelers who have changed their names and seen positive results. John's Jewelers became

John's Diamonds and they sold more diamonds! Your name helps YOU focus as well. One of this year's InStore Coolest Stores is simply called the "Wedding Ring Shop". I love it. It's smart & easy. Have you considered changing your name? Maybe adding the word "Diamond"? Also, if your personal last name is hard to spell or pronounce, don't make that the name of your store! We need to make everything as easy for customers as possible.

Hello my name is

What you call yourself also matters. Are you a store or a boutique? Don't think of yourself as a independent jeweler think of yourself as a SPECIALTY jeweler! Don't be a clerk, be a concierge! Tiffany's new stores do not have sales people, they have "style consultants." Being a style consultant makes you sound like an expert. It also makes you less threatening, as you sound like you are there to teach, not sell. Pick a fun, memorable name for yourself. Call yourself the "Diamond goddess" and see diamond sales go up! Call yourself a specialty boutique or a jewelry concierge service and see how your own mentality and attitude changes. I bet you will give better service simply by changing how you refer to yourself.

Ikea & Starbucks

Starbucks did not want you to feel like you were paying $3 for a small coffee, so did they increase the size? No! They simply CHANGED THE NAME to a tall!! Ikea gives all their furniture names.

Naming something shows it is important and helps give it a story. You should name your jewelry. Make collections and name them. Put all your purple gems together and call it the "Royalty collection" Name your loose diamonds. Call your diamonds the "Eternal Diamond." Make up your own brands. People buy the story not the jewelry. Build more stories through names.

	DON'T SAY THAT! Try these terms *to help make* *more* *sales!* Don't say off color, say WARM diamond Don't call it an imperfection, call it a BIRTHMARK Don't say 3 prong, say MARTINI settings Don't say price point, say GREAT FACING Don't say treated, say TECHNOLOGY IMPROVED Don't say canary diamonds, say SUNNY diamonds

Name That Diamond!

"OLD FAITHFUL"

2.68 Huge Antique Cut

Old Euro Diamond WHITE!! GH color

so hard to find WHITE BIG OLD Euro's!!

Faces clean 9.07mm $10988 total

"THE HIGH FIVE"

Who wouldn't want to high five someone wearing 5 carats!?

*5.56 ROUND IDEAL $41,900net

White feathers. Big & Bright!

"ETERNAL HAPPINESS"

She will be happy forever with this gem!

*.98 GIA E SI2 PEAR SHAPE $2150

7.6x5.5mm. So white.

Great price for GIA

radaint loose

"THE TROPHY WIFE"

STUNNING! Give her a trophy for her finger
*5.10 GIA F Si2 10000% eye clean $78,000 net. I love Eye clean SI2's. They lower the price and don't effect beauty. 11.5x8.6mm