What trends in the industry are you are helping the business navigate?
I help mainly with Instagram and social media more broadly. I post a lot of different content, including timeless pieces like diamond studs, tennis necklaces, and engagement rings, but also more personalized items and fun trends like paper clip link bracelets and stacking rings.
I am passionate about earning early brand loyalty with a younger clientele through social media because those customers have the potential to purchase from us repeatedly over time.
I think my age, and the age of most of my clientele, is one of my greatest advantages. Since I'm only 25 and very outgoing, I know a lot of people and enjoy networking both online and in-person. Whenever I go to brunch, birthday parties, weddings, and so forth. I make sure to wear merchandise that covers a variety of price points and style it well. At these events, I can either sell what I'm wearing or can hand out my business cards. In these situations, customers feel they are buying from a friend and can envision what the jewelry would look like styled.
Our business is built on brand loyalty and repeat business. We negotiate with our vendors and work with our loyal clients very closely to ensure they get the best value on all their jewelry.
When customers do return, I review records of what they’ve purchased from me previously, so I can anticipate what they’d like – for example, the color of gold, their style, whether a new item may pair nicely with a past one. I really enjoy getting to know our customers and building a personal relationship with them from the start.
And since this is the marriage issue of The Fresh Take, are you seeing any interesting trends or changes in engagement rings?
Yellow gold has been incredibly popular in all jewelry over the past few years; in particular, setting engagement rings in yellow gold vs. platinum or white gold. My parents actually got engaged in the 80s with a marquise set in yellow gold: proof that trends always come back! Very thin bands also continue to be popular and allow the center stone to pop. Another trend I’m seeing is east to west facing or tilted stones. Previously, stones were really only set north to south or top to bottom, but we've seen an increasing number of requests for engagement rings that set stones in different positions for a unique look. And lastly, bezel set diamonds which can make the stone appear larger.