Jewelry Retailers Must Use Storytelling
Storytelling has always been part of the appeal of jewelry. Famous jewels are accompanied by equally famous legends, adding to the glamour of an already beautiful piece. These stories are sometimes true, sometimes false, and often a mixed bag of anecdote but always they enhance the jewelry that inspired it. Jewelry retailers can take advantage of the love of story by using storytelling to connect with customers.
Storytelling In The Sales Funnel
There is no reason good enough to keep a jewelry retailer offline. Most consumers do their browsing online, so having a presence on the internet is an essential first step in the sales funnel. Since people are attracted to stories, take advantage of their interest by providing the stories they seek.
Tell the stories about famous jewels and their legends. Tell the stories of the miners who find today’s treasures and the global effort to make their work recognized. Tell the stories of the raw gemstone to finished product and the artists who create the pieces. Tell the stories of the creation of custom jewelry from heirlooms for individuals needing a new story. Each of these categories will attract a different type of person and draw them into the sales funnel.
Use a blog to tell these stories and provide links to curated material. Make sure social media has regular updates on the stories of people and their love for jewelry. Recount the many reasons why jewelry is a reminder of a personal story, too. Be active on Pinterest, Instagram, and other sites so vivid images illustrate the stories being told.
Connecting With Personalized Storytelling
Most people recognize that bridal jewelry tells a story. Other milestones in a life can be celebrated with jewelry as well. Providing the history of the individual diamond, for instance, enhances the final piece in the eyes of the owner. As the jewelry industry has begun highlighting the ability to track gemstones from mine to market, shoppers are asking if there is a story to tell about their own purchase.
ChainDrive’s software for jewelry retailers simplifies and streamlines management of the complexities of the business. This makes it easy to keep track of repairs, custom orders, and product creation so an individual’s story doesn’t get lost. When someone has been attracted to the store’s site by the stories being told, they are inspired to find jewelry that reflects their own story.