MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
OtherFeb 05, 2014
Live from Tucson: Turning trends into profit
At the AGTA GemFair on Wednesday, Performance Concepts’ Kate Peterson outlined eight consumer trends for 2014 and how retailers can translate them into sales at their stores.
Tucson, Ariz.-- Consumers today are more informed than ever. With the Internet at their fingertips, they can do research on products before heading out to any stores.
Because the online world makes a wealth of knowledge available to them, consumers have shifted from being single decision-makers to being influenced by their community. They also want to know that their expectations will be met for the life of a product or service.
This has changed the selling landscape for jewelers, said Kate Peterson, owner of Performance Concepts and a member of the board of directors of the Diamond Council of America. Retailers need to emphasize the value of a product to the consumer before they begin selling, which requires recognizing what the consumer is looking for and catering to their evolving desires.
On Wednesday, Peterson spoke at a seminar at the American Gem Trade Association’s GemFair called “The Color of Money: Turning Consumers Trends into Profit,” where she highlighted consumer trends for the coming year and how they can be translated into revenue for retailers.
Trend watch for 2014
The consumer trends that Peterson outlined that will be important in 2014 are as follows.
1. Guilt-free status. Consumers are back to wanting to spend money, but they don’t want to feel guilty about what they’re spending money on, and they’re looking for retailers to deliver that fix, Peterson said. Products and services that provide this to shoppers must be known by all--iconic brands that are instantly recognizable symbols of sustainability--products that are visibly guilt-free, or a storied product that, if it isn’t known or visible, has a guilt-free story to tell. Stocking these kinds of products can give a jeweler a leg up, she said.
2. Crowd-shaped. This year, even more consumers will pool their preferences to create new goods and services. This means that the technologies that facilitate the sharing of such information and data, such as Google Glass, will be more prevalent. Consumer expectations will also rise again due to that increasing presence. Peterson noted that, at the jewelry level, consumer surveys would be a great way for retailers to find out what their customers like. “They expect stores to know preferences, so take the time to find out,” she said.
3. Being eco-conscious. A product that takes previously used items and recycles them responsibly and innovatively really speaks to consumers these days. While they
likely won’t make a decision based solely on this, carrying such items could give jewelers a competitive edge.
4. Personal enhancement. Consumer interests in self-enhancement products will continue to grow this year. While they’re still focusing on physical health, they’re also looking more at total lifestyle assistance, including products that help improve mental, emotional and spiritual well-being, which is where colored stones could play a big part. With all the information out there about what colored gemstones could offer in health terms, jewelers should research this and be able to talk about it with their clients.
5. Celebrating heritage. Emerging markets are now proudly celebrating their national and cultural heritage, where symbols, lifestyles and traditions that were previously downplayed are being brought up-to-date. Consumers have a much bigger global view these days, and will respond to products that explore culture and backgrounds or tell a story, Peterson said.
6. Made in America. Demand for products made in the United States has seen a resurgence, which has been made possible by the spread of local manufacturing technologies.
7. Being human. Today’s consumers respond better to brands show their flaws and admit when a mistake has been made. For jewelers, this could mean reinventing themselves and the way they’re doing business, Peterson said.
8. Real-time reviews. With technology at their fingertips and as many review websites as they could wish for, consumers today are giving instant feedback. It will happen no matter what, Peterson said, so jewelers should pay attention and keep track of what’s being said about their business online. Additionally, retailers “can’t be afraid to ask for this kind of referral business,” Peterson said. Positive reviews are picked up quickly by consumers online.
In providing these eight trends, Peterson noted that not all of them will be relevant. Jewelers should decide on which trends to focus and apply them to their business.
Translating trends to sales
So, what do these trends mean for jewelers?
In order to stand out in today’s competitive market, retailers must be agile and innovative, anticipating customers’ needs and wants, Peterson said. She suggested focusing on teaching selling skills rather than just the sales process, as well as justifying the customer’s expectation of value of a product rather than simply closing the deal.
It’s also important to understand the personal value of the piece to the customer and to look for the value trigger, selling what the jewelry “does” and not what it “is,” a technique that can be learned through sales training classes. A focus on how the piece connects with the client--instead of just a list of product information and a price--is key in today’s retail environment, she said.
More on Other
The Latest
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
