Text Esther B. J. Ligthart
Every time I am struck at how stories influence my perception of jewelry. It may be the meaning and symbolism behind it, which is not just a great story for me, as a blogger / journalist, but especially to those who sell or buy the piece of jewelry. I have been in sales long enough to know how important good storytelling is. A piece of jewelry may come to life, it may add just that meaning or given that extra context to it, that the person who buys it, was looking for. Mind you, when they wear it and receive compliments, they will for sure repeat the story you told them when they bought it for many years to come.
I personally love the stories from the creators, the designers, the bench jewelers. Learn about their lives, their struggles, hopes and dreams. When authentic and real, I and other will feel more connected to it.
See, a good story comes with a situation, a dream, a desire or wish. In order to make that dream come true, hurdles are taken, problems are thrown at us and we even might fail more than once. That is the story to tell, because we, the public, can relate to that and we will be willing to engage with you on a deeper level, than just hearing your inspiration comes from nature and the beauty of the female figure. We love to hear how you, against the odds, managed to make your dream come true and create what you dreamed of in the first place.
And if you like to make us loving your story even more, tell us what you have learned along the way, be a mentor perhaps to those who are the dreamers of today. Tell us what your dream come true really meant. We love good stories and if our hero’s go even further and showing us how they now give back to society in some way, we will embrace them, cherish the story and spread the word about them.
If I could give one advice only ( and I have many ;-)) just one for anyone involved in sales of jewelry: learn to really tell a story. Whether it is about a piece of jewelry, a gemstone, a brand etc. And if you are a brand or a designer, try to put on paper your authentic story, be human and inspiring.
This is not just me, graving less superficiality, but with the upcoming importance of Millennials and their influence on the jewelry market, authenticity, storytelling and sharing are becoming increasingly important!
People engage with people and stories, not with products. Good stories, I never forget them 🙂
Esther B. J. Ligthart
Esther is a freelance journalist and runs the popular jewelry blog Bizzita.com. Recently she has created a new platform for jewelry stores and the jewelry industry to shine on her blog and get found by their clients! She has over 20 years of jewelry business experience and still works as a private-and business jewelry consultant.