CrimeApr 24, 2024
Jewelry Crime Declines Significantly, But Dollar Losses Remain High A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Events & AwardsAug 05, 2016
Live from JA New York: Capitalizing on custom
During a panel held Sunday at JA New York Winter, Peggy Jo Donahue of MJSA moderated a discussion with a Connecticut jeweler about how they have used custom design to their benefit and how other retailers can do the same.
New York--Custom design has been one of the bright spots throughout the recession for many in the industry, and is a trend that jewelers can continue to rely on once they learn how to capitalize on consumers’ interest in personalized pieces.
One store that continues to do the majority of its business in custom design is Peter Indorf Jewelers, with stores in New Haven and Madison, Conn.
As part of Jewelers of America’s education program held at the JA New York Winter show on Sunday, MJSA Director of Public Affairs Peggy Jo Donahue moderated a panel called “Capitalizing on Custom” to talk to Peter and John Indorf about how the store successfully operates its custom design business and how other jewelers can do so as well.
According to Peter Indorf, about 60 percent to 70 percent of the store’s business comes from custom-made pieces. Peter takes the initial meetings with clients to understand what it is they’re looking for and to create the initial drawing of the piece while his brother John is responsible for putting it into the CAD program to create a better mock-up image and to figure out gems and pricing.
For Peter Indorf, he said that it’s important to have a separate space in the store, off the sales floor, where he can have one-on-one meetings with the clients to really take the time to hear their story and figure out what they want to design the perfect piece.
“It’s just like the saying, they don’t care how much you know until they know how much you care,” he said, adding that he strongly encourages jewelers to have a place for that conversation to happen, and where they also can keep tools on hand to easily create the initial designs for the jewelry.
He also noted during the panel that he prefers to schedule appointments rather than accepting walk-ins so that he can be prepared to meet with a client. He is, however, very flexible in scheduling, saying that he’s even done consultations over email and on computer or phone video chat programs, such as Apple’s FaceTime, to help a customer figure out what they’re looking for in a design.
When asked by an audience member if he had any guidelines that he liked for his clients to have figured out prior to the consultation, Indorf responded that he didn’t because he
Editors' Picks
Sponsored by
liked to have a clean slate, saying that it’s his job to narrow down the information to come up with the best piece of jewelry.
“It’s all about eliminating. I try not to confuse people. You have to minimize the choices to get them to a solution,” he said.
As is the case in sales across most consumer categories, there’s a risk of losing the sale if the customer is presented with too many options.
Additionally, when approached by a customer to copy the creation of another designer, Indorf Jewelers doesn’t even entertain the idea. “I don’t handle it delicately; I just tell them that I don’t copy,” Indorf said. “I copyright everything we do as well. We try to respect the artistic integrity of other creative people.”
While it usually doesn’t take more than three renderings before a client is satisfied with the look of a piece and the creation process can begin, there is no limit to how many times the team at Indorf will re-do a piece until it meets the client’s satisfaction.
“The customer is always right. And I only want good reviews on Google,” he said.
Donahue said, and Indorf confirmed, that while yellow gold is coming back into popularity, white gold is still very popular when it comes to custom jewelry.
He also noted that the most popular colored gemstone continues to be sapphires, though because so much of custom design is for bridal jewelry diamonds and colored diamonds still reign supreme over all.
While he did take a two-week class from the Gemological Institute of America years ago to learn how to paint on velum for creating custom designs, most of his skill in creating is self-taught.
“The critical part is making pieces for (your store.) It gives you the background and confidence to then work with clients,” Indorf said.
More on Events & Awards
The Latest
CollectionsApr 24, 2024
Pippa Small Announces ‘Venus’ CollectionInspired by the Roman goddess of love, the designer looked to the sea for her new collection.
FinancialsApr 24, 2024
Kering’s Jewelry Brands a Bright Spot in Tough Q1The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
SourcingApr 24, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
Weekly QuizApr 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
WatchesApr 24, 2024
These Are Rolex’s New Watches for 2024 The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s DayEmmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
IndependentsApr 23, 2024
Hannoush Jewelers Opens New Store in New York Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
GradingApr 23, 2024
GIA Has a New Book About William RuserRuser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati PrinslooThe “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024 Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’The overhaul includes a new logo and enhanced digital marketplace.
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research HospitalThe money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed FormFrom now through mid-May, GIA will be offering the reports at a 50 percent discount.
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry & Watch Show
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly YochThe Patek Philippe expert will serve as personal curator for the brand-focused company.
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at SeaThe 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingNDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%LVMH said the company performed well despite an uncertain geopolitical and economic environment.
MajorsApr 17, 2024
Stuller’s B&D Opens New HeadquartersB&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ CollectionIt’s ultra-feminine and filled with gold, pearls, and soft pastels.
