Is your jewellery ready for the red carpet?


A few simple details can mean the difference between a night to remember and one your customers will want to forget.

Celebrities aren’t the only stars on the red carpet. Their clothes and jewellery attract almost as much attention as their performances. And when celebrities’ expensive jewellery is lost or stolen, as in the case of jewellery designer Lorraine Schwartz, it makes headlines.

However, it’s just as important for people who aren’t in the spotlight to have their jewellery fully insured. “We’re approaching a popular season for weddings, black-tie events, and fundraising galas,” says Trina Woldt, Chief Marketing Officer at Jewelers Mutual Insurance Company (JMI). “And events like these are an opportunity for people to shine in their finest jewels. As a jeweller, you’ll want to help your customers keep their jewellery safe and in top condition. After all, as they accept compliments on their jewellery, they may also recommend your store to friends and acquaintances.”

The easiest way to reach out to your customers is through a personal call, letter, email, or text. If they’re attending special events; suggest for them to bring in their jewellery for a routine cleaning and inspection a few days or weeks in advance. You’ll be able to head off potential disasters by making sure their rings fit well, gem settings are sufficiently snug, clasps are tight, and pearls are properly strung.

“While customers are in your store, ask if they are up to date on jewellery appraisals,” adds Woldt. “Particularly with jewellery that has been passed down through the family, appraisals are often out of date, or may never have been done. And just by asking this, you may bring more business into your store.”

Woldt also adds that fine jewellery is often more valuable than the owners believe and may not be sufficiently covered. You can talk with your customers about how critical appraisals are to having the item insured for its full value and the peace of mind that comes from having their jewellery properly insured.

“The best kind of policy is one specifically for jewellery, which provides coverage that goes beyond what one might find with standard homeowner policies, and offers enough flexibility to let the customer choose the jeweller who will fulfill the repair or replacement,” says Woldt.

Companies like JMI offer personal jewellery insurance that provides comprehensive coverage against loss, theft, damage, and mysterious disappearance or unexplained loss. Coverage like this also includes additional preventive repairs to help lessen the worry of a larger, more painful jewellery loss. JMI also sends insured customers back to their trusted jewellery for regular jewellery cleanings, inspections, value reassessments, and appraisals.

“Jewellery is meant to be worn and enjoyed,” says Woldt.

More information about jewellery insurance for your customers and JMI programs for jewellers can be found by visiting CJ