Who buys estate jewelry?
The myth is that middle-aged, rich women are the only people who buy estate jewelry. In fact there is no solid demographic profile of an estate jewelry buyer. For this reason, it’s crucial that your sales associates develop profiles of your repeat customers in order to understand their tastes and preferences. This way, you can tailor your inventory to them. Today, it’s more likely than ever the estate jewelry customer buys for herself or himself. And what this person looks for is beauty, quality, value, uniqueness and connection with history. If you understand what motivates the customer’s first purchase, you can position your store to sell estate jewelry to that customer again.
