Father’s Day is the one gifting occasion where the buyer usually has no idea what they are looking for. That puts the work on the case layout rather than the customer.
Blue is a great colour to work with, find it in the watch and money clip. Also, use hints of black in the jewellery to spruce up a casual everyday look will really make you stand out.
- Daniel Wellington Sheffield watch, $236
- ARZ Steel Leaf Design stainless steel ring, $64.73
- Sauro Arpione Titanium Bangle, $900 and Sauro Eclisse Titanium Diamond Bangle, $20,010
- William Henry Zurich Aruba money clip, $395
Prices are as published in June 2018.
Why a palette sells better than a category
A customer shopping for a man they love is not comparing bangles to bangles. They are looking for something that reads as him. Grouping by colour rather than by product type gives them a way in, and blue against black is the grouping that works hardest, because it covers the dress watch buyer and the casual one without either feeling out of place.
Band the prices deliberately
The grouping above runs from roughly sixty five dollars to twenty thousand, and that spread is the point. A case that opens at an accessible figure gets the hesitant buyer to stop walking. A high piece in the same palette gives the confident buyer somewhere to go. A case where everything sits within the same hundred dollars converts the fewest people, because it answers only one budget.
What to brief the floor on
Staff should be able to say two things about every piece in a Father’s Day jewellery grouping: what it is made of and who it suits. Titanium, stainless and leather carry a different conversation from gold, and a customer who is nervous about buying jewellery for a man relaxes the moment somebody sounds certain.
Plan the follow up before the weekend
The Father’s Day buyer is the hardest of all to bring back, because they were buying for someone else and feel no ownership of the purchase. Capture the name and the occasion at the till and it repeats next year. More seasonal merchandising is in our look of the week coverage.
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Author: Canadian Jeweller Magazine Staff
Canadian Jeweller Magazine Staff is the shared byline for reporting filed by the magazine's editorial desk. Founded in 1879, Canadian Jeweller is the longest running jewellery business publication in Canada, covering market reporting, retail strategy, watches, diamonds, coloured gemstones and the commerce of the Canadian jewellery trade. Work published under this byline is edited and verified by the Canadian Jeweller editorial team in Toronto.
