Color is a powerful tool in the fashion world. Specifically, gemstones combine the power of color with the elegance of luxury jewelry. Consequently, color gemstones are steadily rising in demand. With this in mind, let’s learn how to sell more gemstones with the power of color.
It’s important to realize that color influences emotions. In fact, this is backed up by years of research from color psychologists. But these feelings often vary based on an individual’s culture, perspective, and age. That’s why each customer’s taste matters when it comes to how to sell more gemstones.
What Color Says to Your Customer
Even if she doesn’t know it, your customer prefers certain colors. This is explored in the book, How Customers Think: Essentials Insights into the Mind of the Market. More precisely, Harvard Business School Professor Gerald Zaltman claims that 95% of purchasing decisions are subconscious. Furthermore, he states that tying emotion to a product has proven to increase sales.
Therefore, emotion is the key to how to sell more gemstones.
However, your customer may not know exactly which gemstone fits her best. In light of this, she’ll look to you for expertise. But don’t worry, figuring out how to sell the right gemstone doesn’t have to be difficult. Instead, learn what each gemstone communicates. For a quick overview, refer to the color wheel below.
