Discover how leveraging superior precious metals in your jewelry business can boost customer engagement and drive sales.
From the bench to your case, you know that each piece of jewelry is more than meets the eye — each material, component, and process creates a story for its future wearer. Many times, your customers — whether new or returning — only see the finished product, but in today’s industry, we see conscious consumerism growing at a steady rate. In short, it is more important than ever to offer products that align with your customers’ values for a personalized experience.
While it is beneficial to stay knowledgeable on the basics, such as diamonds, gemstones, or even elements and aesthetics, you could be losing sight of one of your largest advantages in closing a sale — metal value. For customers who prioritize sustainability, responsible sourcing, mining, or a timeless appeal that lasts generations, you can tell the full story of precious metals to your customers, put their needs first, and build lasting connections. As always, Stuller’s complete selection of fabricated precious metals and resources has you covered.
Let’s dive into the selling points, scenarios, and premium metals that help you leverage one of your business’s most beneficial storytelling aspects.
Selling the Story of Metals
To connect with your customers and their unique preferences, it’s important to actively listen to their requests and understand their values. Here are a few scenarios to help you sell the story of superior precious metals and make your sales more effective.
For the Customer Who Wants to Create a Piece with Recycled Metals
Remember, jewelry consumers are becoming increasingly aware of their purchases and the environmental impact they carry — what should you focus on when a customer scenario like the above happens in your store? When discussing recycled metals, it’s essential to communicate their unique history, renewed purpose, and how that affects the final piece.
One key sales tip is disclosure. By having an open conversation with your customers about which metals or products meet their requests, you maintain their interest. Let them know which metals in your selection are made with recycled content, discuss all options available, and highlight materials that help bring your customer’s vision to life without compromising their preferences and interests.
This could look like encouraging your customers to find a specific style they like within your selection or explore options for customization or designs that incorporate recycled metals. by offering these metals available through Stuller, your business can confidently assure any customer that all manufactured gold, silver, platinum, and palladium metals and products have 100% recycled content.
For the Customer Who Wants to Purchase Jewelry Made with Responsibly Sourced Materials
In today’s consumer landscape, addressing environmental and social concerns in jewelry purchases is increasingly important. Customers are more likely to seek assurance that their purchases align with their values. How can you navigate this scenario, particularly regarding responsible sourcing practices?
Highlight your responsibly sourced metals and emphasize premium options — like responsibly mined platinum and Fairmined Gold — that ensure high quality without compromising on their concerns. You could even take it one step further by discussing the purpose of the customer’s jewelry, whether it be bridal, fine jewelry, or heirloom pieces. This approach builds trust and demonstrates your commitment to their values while still educating them properly on any benefits of these premium metals. You also position your business as a competitive name in responsibly sourced materials and products.
For more information about Stuller’s responsibly sourced metals and practices, visit Stuller.com/CorporateResponsibility.
What Is Responsibly Mined Platinum Grain?
Made with responsibly mined platinum from Anglo American. Platinum supplied by Anglo American to Stuller has been sourced in compliance with Anglo American’s Responsible Sourcing Standard and the London Platinum and Palladium Market (LPPM) Responsible Platinum/Palladium Guidance.
To shop Responsibly Mined Platinum Grain, click here.
What Is Fairmined Gold?
In partnership with the Alliance for Responsible Mining, Stuller offers Fairmined-certified gold grain for those in the jewelry industry wanting to contribute to the social and economic development and the environmental protection of mining communities.
To shop Fairmined Gold, click here.
For the Customer Who Wants to Create or Invest in a Future Heirloom
When a customer is looking to create or invest in a future heirloom, emphasize the long-term value and durability of superior metals such as platinum. These options not only offer timeless qualities but also ensure that their jewelry can be cherished and passed down through generations.
As always, you can position platinum to your customers as a premium metal that enhances all of the aspects of their piece from stones and strength to overall appearance. When discussing platinum, highlight its key features: durability that withstands daily wear, a naturally white color that never fades, a timeless finish that can be repolished to its original shine, and a purity of 90%-95%, which makes it a hypoallergenic option.
Does your business provide in-house production or full-spectrum customization services? Explore the full potential of platinum grain with Inoveo Platinum Grain — increased hardness, wear resistance, and other enhanced performance qualities compared to standard platinum and white gold alloys.
What Is Inoveo Platinum Grain?
Experience lasting shine, gemstone security, unmatched durability, and more with the new Inoveo Platinum Grain — platinum at its very best. Formulated to be your all-in-one solution for platinum production, this alloy offers outstanding benefits behind and beyond the bench in casting, polishing, setting, and wear with superior quality compared to traditional platinum alloys.
This platinum alloy not only gives your business a premium solution for your platinum selection but also gives your customers a finished product they can cherish long beyond the sale.
To shop Inoveo Platinum Grain, click here, or, call 800-877-7777, ext. 4300, to speak with our Tools Tech Team for any purchasing questions.
Our Commitment
Social responsibility within the jewelry industry is integral to being proper stewards of our planet’s valuable resources as well as the communities that rely on them. Stuller is committed to conducting all aspects of our operations in the most responsible manner possible.
With more than 3,500 in-stock fabricated metal products within our selection, including grain, sheet, tubing, sizing stock, and solder, our finished products are made with 100% recycled precious metal content, verified by SCS Global Services since 2012. For more information regarding all of Stuller’s SCS-certified 100% recycled precious metals mentioned in today’s article, visit Stuller.com/CorporateResponsibility.
Your Trusted Metals Resource
By leveraging the unique stories behind precious and premium metals, you can create a deeper connection with your customers, meeting their needs and values while boosting your sales and reputation.
Whether it’s through recycled metals, responsibly sourced materials, or other premium metals that set your business apart in today’s industry, Stuller provides the resources to support your success every step of the way. When you choose Stuller for your precious metal products, you benefit from fast, reliable service, SCS-certified 100% recycled metals, and the expertise of Stuller professionals with more than 100 years of combined experience.
To shop Stuller’s complete selection of made-to-order, fabricated metal products, visit Stuller.com/Metals.
ABOUT THE AUTHOR
Claire Lyon
Staff Writer
Claire is a graduate of the University of Louisiana at Lafayette with a degree in Journalism. Her advanced writing background combined with her love of staying on top of the latest trends helps her find the perfect content to bring to the jewelry industry.