Most jewellery retailers design and sell jewellery as full sets – one neck-piece, a pair of earrings, a ring and bracelet/bangles that all go together. But this, often, can be a tad limiting for customers, and causes the loss of many a sale to customers who do not fancy all the pieces. Jewellery retailers regularly find clients saying they do not like a particular piece in a set, and this, ever too often breaks the deal. In such a case the retailer generally tries to coax the prospective client to let them go to the drawing board to create a likable design. But, this leaves room for the client not liking how the piece turns out in the end. Usually, the client prefers just walking away to look for a more likable ready-to-purchase option at another store. After all, many are buying jewellery for an occasion and may not have the luxury of time or the patience to be involved with the design and execution process. The solution could quite simply lie in cultivating the concept of multiple pieces that can be mixed and matched, readily available at the point of purchase.
Very often these days, jewellery brands create whole collections based on a single theme – Here, however, again, they create entire sets within the theme, and a piece from one set will be distinctly different in design elements from any piece from another. What if instead, jewellery retailers begin to create many different pieces along the same design elements – Multiple bracelets, multiple neck-pieces and earrings – all along a similar theme? Maybe a customer can then even pick up one piece right away and another a few months down the line. Perhaps retailers can offer information on when production of the particular design theme will cease, so customers can plan future purchases.
Customers would then also have the luxury of choosing just one statement piece from the line that might be bigger, and other complimentary pieces that might be smaller, in keeping with their own unique style sensibilities and budget constraints. A lady hot on bracelets might choose to buy a large chunky piece, with smaller rings, pendant, earrings, etc, and another lady hot on earrings may want large danglers with an understated pendant. A very affluent lady might want to pick up practically all the pieces in a collection she loves and create a huge array of mix-n-match options for herself.
Making a number of mix-n-match pieces available at the point-of-purchase itself is a very viable option to hold on to customers who would otherwise walk away from a design that is calling out to them. Here, just offering different ruby pendants with ruby earrings one loves, as an example, is not enough – the designs should marry together perfectly. Who knows, executing this concept properly may result in more sales than one can possibly imagine – picture a scenario where a lady just loves not one but two earrings that go with a particular necklace – perhaps both tops and long earrings, and she goes ahead and buys both! Maybe the concept can even create new trends born from customers’ own unique interpretations – like ten similar but yet different bracelets worn together, or 4 similar but different thin stack-rings on each finger of a hand, or perhaps charm bracelets or necklaces along some theme, perhaps a long and short chain worn together – The possibilities are truly endless!
Another option is multiple-use jewellery. For example: A piece of jewellery that can be worn as a choker or a bracelet; Earrings that double up as a pendant and ring; A heavy necklace that can be worn as a lighter one too; Jewellery with interchangeable stones, etc.
Choices, choices and more choices is the need of the hour. It’s what today’s customer expects. Offering more mix-n-match options will keep customers happy, and will in all likelihood have a positive effect on your retail brand’s bottom-line, as well. Why not give it a shot?!