There could have been no better start to the year. Two Aussie jewellers, one of them from Perth, have made it to the finals of the 15th Saul Bell Design Awards held in USA. It is one of the most prestigious and important jewellery designing competitions in the world.
The Perth-based jeweller got the recognition she deserved in the Gold/Platinum category. She had made earrrings with 1046 diamonds!
If this is the level of competition internationally, then it is only understandable that local jewellers in Australia need to raise their game significantly. Otherwise, the jewellery market will get monopolised, with only a few driving the industry, which is not at all desirable.
Thankfully, industry watchdogs have been reporting positive news regarding jewellery designers in Perth. The jewellers are leaving no stone unturned to attract customers.
But here’s the catch! Simply attracting the customer to the store is never going to be enough as you cannot be sure that an interested individual will necessarily make a buy. The journey from a sales-prospect to a sales–success is trickier than you would think.
Certain very interesting observations have come to the fore, nonetheless with evidence to back them up with. Buying anything has been termed analogous to dating. While dating you are presented with an ample number of choices from which to make your ultimate pick. And while in that processs of choosing, when given so many options, you become baffled as to who to choose eventually. Positive traits are abound and that is why it is even more confusing.
Therefore, as human psychology demands, you resort to finding out the flaws. The one with the least flaws or with comparatively harmless shortcomings gets eventually selected.
This is any business person’s worst nightmare. To hold your own in the intense competition, you go out of your way to be different. And how? You play the variety card. And yet the customer, with so much diversity to choose from, ignores all the goodness of the valuables and picks on their negatives.
Jewellers all over the world are taking notice of this trend and Perth jewellers are not far behind either. The psychology of choice has pushed many already, to become resellers. This is a boon for small businesses especially, as their speciality is custom-made jewellery.
Increasingly, jewellery enthusiasts are turning to the resale of existing products i.e. they are buying the products from a company and selling them again. This is so, because they are aware of the impending saturation point in diversity in jewellery designing. Also, they can concentrate on hard-core sales rather than churning out new jewellery.
But you might ask, can there ever really be a limit to variety? And the answer is no. That’s quite impossible as the human brain is endlessly creative and complex. But the human brain loves simplicity too, especially when making decisions. That is where businesses face the ultimate challenge.
It’s difficult, but then, all mighty endeavours are.
The Perth-based jeweller got the recognition she deserved in the Gold/Platinum category. She had made earrrings with 1046 diamonds!
If this is the level of competition internationally, then it is only understandable that local jewellers in Australia need to raise their game significantly. Otherwise, the jewellery market will get monopolised, with only a few driving the industry, which is not at all desirable.
Thankfully, industry watchdogs have been reporting positive news regarding jewellery designers in Perth. The jewellers are leaving no stone unturned to attract customers.
But here’s the catch! Simply attracting the customer to the store is never going to be enough as you cannot be sure that an interested individual will necessarily make a buy. The journey from a sales-prospect to a sales–success is trickier than you would think.
Certain very interesting observations have come to the fore, nonetheless with evidence to back them up with. Buying anything has been termed analogous to dating. While dating you are presented with an ample number of choices from which to make your ultimate pick. And while in that processs of choosing, when given so many options, you become baffled as to who to choose eventually. Positive traits are abound and that is why it is even more confusing.
Therefore, as human psychology demands, you resort to finding out the flaws. The one with the least flaws or with comparatively harmless shortcomings gets eventually selected.
This is any business person’s worst nightmare. To hold your own in the intense competition, you go out of your way to be different. And how? You play the variety card. And yet the customer, with so much diversity to choose from, ignores all the goodness of the valuables and picks on their negatives.
Jewellers all over the world are taking notice of this trend and Perth jewellers are not far behind either. The psychology of choice has pushed many already, to become resellers. This is a boon for small businesses especially, as their speciality is custom-made jewellery.
Increasingly, jewellery enthusiasts are turning to the resale of existing products i.e. they are buying the products from a company and selling them again. This is so, because they are aware of the impending saturation point in diversity in jewellery designing. Also, they can concentrate on hard-core sales rather than churning out new jewellery.
But you might ask, can there ever really be a limit to variety? And the answer is no. That’s quite impossible as the human brain is endlessly creative and complex. But the human brain loves simplicity too, especially when making decisions. That is where businesses face the ultimate challenge.
It’s difficult, but then, all mighty endeavours are.