I was at a dinner party the other night, not talking shop, but someone who knows what I do (run one of the top jewelry stores in the area) casually asked me, “When is the best time to buy jewelry?”
Wow, that’s a loaded question to ask me, or any other jeweler for that matter. The answer is: Today! Not tomorrow, always today. We always want you to walk in and buy it today.
Really, with post-holidays sales and tax time when we are all thinking of our investments (and perhaps the potential of tax refunds we might want to spend wisely), it’s a good question. When is the best time of year, or life, to buy a beautiful piece of jewelry?
Sales come and go; that’s the truth. So don’t go chasing a sale. Don’t feel pressured to rush in and buy something because someone is telling you it’s a “good deal.” You need to research what your loved one really wants, not simply what’s on sale. Of course, if those two things line up, then buy buy buy!
But the most important rule in jewelry shopping is this: You should always be thinking of your loved one, that one you want to “wow,” a little earlier than the day before you really need to make that impression. (Catch my drift here?)
If you wait until the last minute you are going to be under the gun to force the perfect fit. I see it happen too often. What also usually occurs in this case is that you buy just about anything the jeweler suggests because you are stressed, under pressure, and you need it now. Unfortunately, folks, this also means you pay more than you want (and even should).
What you need to do is spend some time looking to see what's out there. Go to stores, browse, look online, figure out which of the millions of options fits the person you are buying for.
Know that, with jewelry, if you want a diamond or a nice color stone, like a ruby, emerald or sapphire, the best idea is to leave time to have stones shipped in so you can view more than one. If you leave yourself time, you can have your choice of jewels set in the arrangement you choose. Don't you want that?
Second, guys, don’t forget to figure out what she would like. The best time to buy jewelry is after you know what she wants. Have you asked her what she would "love to own" or wear? You must ask this question before buying. Most ladies love to come in the store and browse, not to buy, but to see what hits them, what stands out, and to get ideas.
When you know what your lady would “love to own” you can then spend time shopping around, taking your time, pricing, saving and perhaps having something custom-set. You can buy it tomorrow if you need to.
I know this is hard. I know it is hard to get a good read on what your lady likes to look at in the store versus what she would “love to own.” At my shop, Perry’s Emporium, we have made this whole process easier.
We have a wish list feature in our store. Ladies who come in can put different items they like on their lists and leave them with us. We treasure these lists and keep them. And the men I know love it. They can come in, look at what their wife or girlfriend likes, and take the guesswork out of the process.
Finally, a little insider’s tip: The prices always seem to be a little lower in March and April. It is tax time for everyone, after all. But be ready, because prices tend to go up in May. So get started now to figure out what she wants, peek at her wish list, look around, and ask us to show you our beautiful customization options.
Come see us at Perry’s Emporium. We can make her go “wow” together, all while helping you purchase the right product at the right time.
Alan Perry is the president of Perry’s Emporium and The Wedding Dress Shoppe, offering a range of services for couples, from engagement through their wedding day. Perry’s Emporium is one of the largest retail jewelry stores in Southeastern North Carolina and offers exclusive brands and one-of-a-kind estate jewelry. The Wedding Dress Shoppe is a full-service bridal salon featuring distinctive and stylish bridal gowns, bridesmaid dresses, and mother-of the-bride and flower girl attire. For more information, visit www.perrysemporium.com and www.theweddingdressshoppe.com.
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