In recent years, more than ever, corporate entities are looked upon with suspicion. The success of Zales or Brodkey’s is equated to loose morality by some. Tiffany’s and Company, too, is sometimes looked at with suspicion and uncertainty. The truth, however, points a different direction. Chain store jewelry has experienced success because of its quality and the dedication corporations have brought to educating and providing for their guests. As with buying jewelry from any retail medium, successfully shopping in chain stores requires a focused effort.

Chain stores benefit the customer because they:
1. Let people touch and hold the product.
2. Provide a knowledgeable sales associate.
3. Supply products immediately upon purchase.
4. Provide care plans that may feature free sizing and cleaning.

More people are becoming comfortable with online shopping, but many still see the large investment of purchasing an engagement ring or diamond pendant as too daunting to commit to without seeing it in person. Many also appreciate the salesperson that provides help, and being able to take that product home right after buying it is gratifying. Waiting to receive something that has already been purchased can be stressful. The personal touch too, is always appreciated by people who want to bring their piece back for resizing and cleaning from time to time. The personal relationship with a sales associate may be the greatest advantage of in-person shopping.

Some drawbacks should be considered and planned for as well:
• Salespeople have a job, to sell their product. Some are less scrupulous than others—be cautious.
• The benefit of personal care usually equates to inflated jewelry costs.

The majority of salespeople are honest with their guests to a point. However, most retailers will only answer the questions that shoppers ask. For example, many stores sell monogrammed sterling silver jewelry and will do the engraving for free or a low cost if asked. However, a jeweler will rarely inform a customer of this benefit since it reduces profit for the company. The shopper must be his or her own best advocate while keeping in mind that simply because his or her salesperson does not do all the work for him or her, it does not mean that that person is a poor or dishonest retailer.

 

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