3 Key Reasons Clients Aren’t Buying Jewelry in Your Spa—and How to Fix Them Before the Holiday Rush September 20, 2024 – Posted in: Blog
Jewelry sales in your spa’s retail area can significantly impact your bottom line.
The International Spa Association’s March 2024 Survey revealed that 73% of spa members indicated they currently sell ‘Accessories & Jewelry’ in their retail spaces when asked about their product categories.
Here are the top 3 reasons why clients might be walking away from your spa without adding a beautiful new piece to their collection, and 3 ways you can quickly turn things around before the holiday rush.
1. Your Display is Inconsistent—Or Worse, Messy
Jewelry is a visual business. If your display looks like a chaotic mix of rings, earrings, and necklaces with no rhyme or reason, customers won’t know where to look. A disorganized retail area doesn’t entice clients to linger, let alone buy.
How to Fix it:
- Do Not Mix and Match Displays: At Chelsea Bond Jewelry, our Retail Partners receive a complimentary display package which has been curated to create a clean, streamlined and airy display. We highly discourage mixing and matching displays from other line as it can look like a confusing assortment that distracts and overwhelms.
- Clean Up the Clutter: Take a few minutes at the end of each day to tidy up. Ensure each piece is properly displayed, dusted, and sparkling. A fresh, inviting display leads to increased sales—period.
2. Your Staff Hasn’t Reviewed Product Training (or May Not be Engaging the Guests)
Your spa team may know how to receive and welcome guests, but if they’re not trained on your jewelry offerings, it’s a missed opportunity. When your team can’t answer questions or initiate conversations about the products, clients lose interest. No engagement = no sale.
How to Fix it:
- Share Product Training with Your Team: Spending time reviewing (or scheduling a training call) to review Product + Brand information of a line is a the key to success. Make it simple—what’s special about the gemstone? What’s the price point? Encourage them to wear the pieces themselves. When your team is confident, they’ll engage more, which leads directly to higher sales. At Chelsea Bond Jewelry, we provide an extensive Product + Brand training that can be referenced at any time.
- Incentivize Your Team: We’re all about making it fun and exciting! Create a sales contest for your team with a piece of jewelry as the prize. Another option is to allow your team to order at wholesale prices. At Chelsea Bond Jewelry, we’ll ship everything in one go. Let’s make those jewels shine and your sales soar!
3. You’re Not Sharing the Brand Story (aka StorySelling)
Jewelry isn’t just an accessory—it’s an experience, a memory, a story. If clients aren’t making the connection between your products and the experiences they had at your spa, they’re less likely to purchase. It’s imperative that your team helps them to see the value.
How to Fix it:
- Tell the Story: Does your display include the proper brand signage? Chelsea Bond Jewelry includes an understated brand sign that seamlessly blends with the displays. Does your team have a few key facts to mention about the unique benefits of the jewelry line? Does it feature healing gemstones? Does it come ready-to-gift with custom packaging? What does “gold-filled” really mean? You may know the details, but your clients don’t unless you tell them. This is all party of Brand Display + Product Training.
- Engage the Senses: Encourage clients to interact with, try on, and appreciate the jewelry in elegantly designed, well-lit environments. For a limited period, Chelsea Bond Jewelry is pleased to offer a complimentary, exquisite mirror with your next order, ideal for enhancing the try-on experience. Click here to inquire. Create a connection between the experience they had in the spa and the piece they’re about to buy.