December 2022 | Lab Grown Magazine

December 2022 | The Lab Grown Diamond Resource Book 24 To advertise call (888) 832-1109 | December 2022 25 code used, the transition from the John Wayne male image of the past to the androgynes “anti-gender” of today is shocking to some and highly profitable to many. Experienced as being simultaneously feminine and masculine, although not necessarily in equal amounts. Western society currently recognizes no set gender roles for androgynes. Neither should you. Frankly, this (and attitude) was decades in the making. Think back to David Bowie or Boy George. How about Annie Lennox, or Ruby Rose. Back to present day, there’s the YouTube multimillionaire James Charles and all of his wannabes. This group isn’t shrinking. One thing this specific audience deeply desires: diamond jewelry. And, if the luxury proforma model of Sephora is any indication of the credit card prowess of this ever-expanding psychographic, it’s that they spend a lot and often. That’s two buying traits anyone in the LG family would place in their top three of must haves. Ask yourself, how much of your LG jewelry assortment offers even a hint to this power buying group? What is your advertising, promotional and PR visuals saying to this audience? Are you secretly shunning the “MakeupByMario” hitmakers by turning the other cheek? Diamond Foundry’s Vrai brand looks to satisfy the anti-gender crowd without apologizing for price. Their I13.5” LGD lluminate choker from the RandM collection retails for $58,500 in 14k white or yellow gold and features 69 G-J color, VS2+ stones. Makeup the sales What goes hand-in-hand with LGD jewels? You probably weren’t thinking makeup, but you should be. Am I suggesting you start selling cosmetics? In many ways you already are, but no, I am not proposing you cross-sell foundation and eyeliner. What I am suggesting is themed peer-to-peer integration makeup sessions at your store. Think trunk show with a twist. How visually stimulating, engaging and gender neutral would an evening makeup class be at your jewelry store while streamed online? There’s no need to focus on any specific LGD style or brand. In fact, take a page out of the ad playbook we already addressed by showing multiple rings on one hand. The same hand that is brushing blush on a androgynist person. If you’re seeking more Instagram and Youtube subscribers and followers, followed by newfound customers, don’t shy away from this overtly hand turning concept. The lack of jewelry focus in this modern form of promotion should sell more LGD styles that you ever had forecasted. That, while keeping you top-of-mind to your new shopping base. You’ll probably grab some local headlines while you’re at it. Take that Jared. If you don’t buy into this forward form of promotion, then at least embrace the fact the ladies diamond jewelry you have been trained to merchandise and sell to females is an old model. An aged model. It’s time for a fresh new sales attitude and presentation without reinventing yourself. The newest of the now The most established and most successful brands are always “new.” The word “new” is the most effective means of selling but we know “new” wears off. The difference is not to accept transitioning from new to old, rather move from new to now. Take a hard look at your window displays, your digital presence, and the way you hire and train your staff. How much new (or now) does your brand radiant? Don’t be new to be different or current, be new as in unexpected. The allure of surprise has always been in your LGD sales tool kit. In some ways, it’s what got you into the market. Just remember that subtle surprises tend to heat up high ticket luxury offerings. Shocking surprises dowse them with ice cold water. Stay in the luxury LGD camp. Here’s to wrapping up your December LGD sales - not as an end of year line item on your P&L sheet. Instead, think of December as your new transitional sales month. A month of movement, festivities, and a new family of presentational product possibilities. That’s “newness” you can bank on. ◊ Dan Scott is the founder and brand architect of New York/metro’s Luxe Licensing, a digital original content production facility, marketing and licensing agency catering to established, newly launched or relaunched luxury and demi- fine brands. Current and past clients include Chanel, Gucci, Harry Winston, Studio by Henry Dunay, Crevoshay, Tess Sholom Designs and other non-jewelry based properties. Dan welcomes conversation and may be reached through www. LuxeLicensing.com, dans@luxelicensing.com or texting +1 201 294 3697 .