Anastasia Kotova: Ready-made presentation ideas for diamond jewelry

12/26/2017 Sales 30401

Anastasia Kotova

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Head of the Diamond-Training training center.
Practitioner, expert in jewelry retail. Business trainer. Systemic-integrative coach, certified by the European Coaching Association. Other expert publications:

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The king of stones and the stone of queens: this is exactly what they say about diamonds. He took a worthy place in the hearts of beautiful ladies. Diamond jewelry is presented to express love, tenderness, and gratitude. Wealthy people buy diamonds of exceptional size and quality and invest their fortunes in them. At all times, this stone was desired and in demand - and it will be so in thousands of years.

Diamond is the true king of stones.
Many people want to have it - this is a well-known fact. And yet this desire alone is not enough to make a purchase. Not every potential client is ready to invest money and pamper themselves with jewelry, and this is also a fact. We share diamond sales skills and special technologies that have already increased sales for our clients by 20%. Join our training programs and you will know everything about diamonds! Today I will give examples of presentations of diamond jewelry. It is important to remember that reading the tag and characteristics of the stone does not constitute a presentation of the jewelry. We use a presentation scheme - FPV (feature, advantage, value) - a basic and at the same time effective technique. When selling diamonds, the attitude “All diamonds are worthy, each stone is unique” is important. This setting will allow you to avoid comparisons of stones in the “worse/better” format. Each stone deserves its own attention, each diamond jewelry is special! What could be a special feature of a piece of jewelry for a Client, besides characteristics?

Stone color (chocolate, saffron, black and other colors).
The number of faces is the magic of numbers. You don’t just voice the number of edges, but show the uniqueness of this combination and the value for the Client.
Physical properties and translating them into value for the Client. For example, dispersion is the seven facets of the uniqueness of a stone that can fulfill seven wishes.
Trends. Fashionable colors of the season.
The cut shape is a reflection of the properties of the diamond. For example, a circle is the wheel of Fortune, which means it will bring good luck to the owner.
Energy of color. Each color has its own associations.
Collection idea.

I will give examples of presentations of diamond jewelry in which you will see all the listed features. All techniques are tested by experience and tested in more than 25 salons across Russia. All presentations are the basis for your creativity. Knowing the Client’s needs, you will be able to supplement them with key values that will allow you to make a presentation of jewelry individually for each guest of the salon. The color beckons!

In this showcase we have jewelry with honey diamonds. This unique color of diamonds seems to be filled with the play of the sun's rays. Fancy diamonds are rare and are not available in all showrooms. The intriguing golden hue of the stone adds a warm twist to the author’s idea, and thanks to its stylish design, this piece of jewelry will always be in fashion. Treat yourself with a special gift that will highlight your individuality and will attract and excite the views of others. This extraordinary diamond will fill your soul with harmony and endless optimism.
The main sophistication of this jewelry is the alluring cognac diamond. A stone of the rarest hot chocolate color. This color of the stone contains enormous power and demonstrates this with an aristocratic brilliance. The energy of the stone seems to envelop its owner in warmth and protect her from the bustle of the world around her. Having such decoration, you will be under the reliable protection of your talisman.
The aristocratic radiance of a blue diamond reveals all the sublimity of the heavenly hue. Admire the color of this stone and you will notice how new horizons are visible with every turn. This amazing combination of elegance, lightness and individuality fills the decoration with special charm and inspiration. Having such decoration, you attract new events and travels into your life. This will allow you to always draw inspiration and collect admiring glances.
A black diamond ring, no matter the size of the stone, is sure to be a beautiful accessory that will complement and accentuate any outfit, regardless of the simplicity or complexity of the design of the ring itself. Black diamonds always look stylish and luxurious, attracting attention with their enchanting color and satiny shine; they are ideal for an evening event, a business meeting, as well as for every day. Black diamond rings reflect the most fashionable modern designs as well as graceful classics. After all, the exquisite combination of black and white diamonds in an elegant white gold ring simply cannot leave you indifferent. The magic of a black diamond influences, captivates and conquers you forever!

The magic of numbers! Presentation of jewelry from the “Recognition” collection (rings for special events). The author is Anna Khomenko, an employee of the Zlata Fashion network, a participant in the trainings “Technology of sales of individual product groups”, “Technology of sales of diamonds”.

Good afternoon Admire our sparkling “Confession” collection, expressing the most sincere feelings! Sounds romantic, doesn't it? It is no coincidence that you noticed a ring with a diamond of impeccable color and crystal clarity with a princess cut shape. This decoration has a mission to give the brightest and highest feelings to its owner! By the way, our “Princess” has a maximum number of sides - 65! I want to tell you about the uniqueness of this number. If you add up all the numbers in the number of sides (6 + 5 = 11; 1 + 1 = 2), you will end up with the number “2”, which means a pair, a union! Great, right? Having given such a ring, you will only hear “Yes” in response. It’s so nice when a piece of jewelry is not just beautiful, but also carries many magical meanings, don’t you agree?

Physical properties carry their own meaning! This presentation combines several features (physical properties and cut shape).

Good afternoon Admire the display case with our precious stones - diamonds! For centuries it was believed that this solid stone is the embodiment of perseverance, wisdom, limitless possibilities and strength that can disarm with its beauty. Much in our life is symbolic, right?! No wonder you fell in love with a marquise cut diamond ring. If you want to emphasize in your companion her femininity, grace, smile and beauty, then such a gift will do it perfectly, don’t you agree? After all, the cut of the stone is named after the charming smile of the Marquise De Pompadour, the favorite of the French king. By giving such jewelry, you will not only demonstrate the power of love and reverent feelings, but also emphasize all the best feminine qualities of your chosen one!

The author of the presentation is Bronislava Khomenko, Zlata Moda chain of salons.

Check out our new Magic Kingdom diamond jewelry collection. Classic white stones, extravagant chocolate ones, and mystical black ones live here. Beautiful collection, isn't it?

What color diamonds do you like? I would like to draw your attention to a ring with a crystal white diamond framed in sparkling light gold. The stone enchants and plays with every facet, as if attracting you to its fairy-tale kingdom. You probably know that diamonds have always been, are and will be a symbol of power, good luck and prosperity. That is why I drew your attention to the round stone in this ring, because even the “circle” symbolizes the wheel of Fortune. A decoration with a stone of such beauty and such symbolism will certainly become your reliable talisman, don’t you agree? Trends. Fashionable colors of the season

Admire the exciting brilliance of a blue diamond. Such radiance is possessed by rare specimens of the most fashionable color this season - “sea peony”. The unique tone of the stone sets this piece apart and makes it a collection favorite. Thanks to this nature of the stone, you can easily create mesmerizing images and will always be in high spirits just by looking at the sea color of the stone.
The highlight of our collection and the king of stones admires you from this display case are chocolate diamonds, their color varies from delicate haze to dark chocolate, there are also the rarest whiskey-colored stones. What colors of stones do you like best?

Lately, brown diamond rings have become increasingly popular. Rings with chocolate diamonds have become especially fashionable today; they are almost as good as champagne-colored diamonds. Champagne-colored diamonds have a light bronze tint and sparkle much more beautifully than a glass of real, most expensive champagne. Wearing a ring with a cognac-colored diamond, a champagne-colored diamond, or a chocolate-colored diamond will highlight your individuality and natural style. It is no wonder that the leading designers in the world of jewelry, inspired by the versatility and charm of brown diamonds, have recently been producing more and more jewelry with these stones. Energy of color. What will it bring to the life of a housewife?

When choosing a blue diamond ring, you can be sure that no one will ignore your purchase. A blue diamond ring will always be the standard of grace and style; the elegance and delicacy of the diamond will undoubtedly attract attention to it. Blue diamond jewelry is a combination of sophistication, luxury and elegance. It is not without reason that the color blue is associated with noble origin. Each of us knows the expression “blue blood”. Blue color is the color of affection, fidelity, impressionability.

Blue color calms, cools and inspires at the same time. Dark blue symbolizes wisdom, self-control and spiritual realization. Blue is a color loved by men and women; it evokes purity, calmness and fun at the same time. It's no surprise that blue diamond rings are sought after by the most famous and successful people. Let's try on these rings and you can see for yourself how elegant they look on your hand. Collection Idea Even if you don’t have a collection name and you sell diamonds from different suppliers, you can easily give them your own unique names. The name of the collection is the emotional component of the presentation, which adds positive emotions to the field of communication. Don’t miss the opportunity to cheer up the Client, create ideas for collections.

The deep dark shade amazingly refracts light in the facets of this magical stone. The diamond especially blooms in evening light and gives a varied play of reflections and reflections, fully revealing its optical properties. You can admire the golden radiance of a chocolate diamond endlessly - and each time you find new shades of meaning and beauty in it... You have your eyes on the Megapolis jewelry collection, which easily accompanies a woman in everyday life, decorating her days and illuminating her evenings. The sparkle of a scattering of diamonds is unobtrusive; it whispers about the privileged origin of the product, giving it a special charm. Jewelry made in exquisite colors with saffron and black diamonds subtly attracts the eye. They will not only complement your look, but also lift your spirits and make any day in the metropolis sunny and bright!
Good afternoon Admire the precious "Confession". This is the name of the collection you are looking at. Radiant diamonds discreetly shimmer in rainbow hues. Jewelry, kept in the best traditions of jewelry craftsmanship, can easily be adapted to the look of every day. Let's take a closer look at this collection together, where do we start? These jewelry are created to highlight the sophistication of their owner's taste. Seduction and coquetry are hidden in simple forms. At first glance, these are classic rings, but everything changes when you put on the jewelry. A graceful ring looks great on your hand and can easily be matched with other jewelry you might be wearing. The round cut emphasizes the radiance of the diamond, reveals its versatility, such jewelry can highlight your impeccable taste. Now confessing your love is very easy! Jewelry from the “Recognition” collection will help you give joy to yourself and those around you!
Good afternoon We are proud to present our unique collection that will make you dance in an amazing way. Are you familiar with our Dancing Diamond collection?

In the jewelry of the “Waltz” collection, the dancing diamond comes to life. It will spin you in a marvelous waltz of impeccable brilliance and grace. Thanks to the unique setting of the stone, lively dynamics are created with your every movement. Lightness and simultaneous fantastic complexity in execution once again confirm the unsurpassed perfection of this stone. In order to captivate at first sight, jewelry from the “Waltz” collection just needs to feel your movement, and then the dance comes to life in an instant. Dear colleagues, as you can see, all the tools can be easily combined, it is important to highlight its own characteristics in each decoration and focus on what can please the client at the time of communication with you. Make your Customers happy, sell jewelry with love!

Gallery

Background

The market for jewelry—the ultimate accessory of beauty, style, and social status—is highly competitive these days. In order to demonstrate a new product as concisely, clearly and beautifully as possible, brands use jewelry presentation as a positioning tool.

The “Third Eye” series from Nigora Tabaier is based on the principles of protecting the wearer and giving her a sense of security. Since time immemorial, the eye symbol has been used to protect against negative energy and bad omens. In the collection, the symbol of the eye is abstractly interpreted and subtly woven into contemporary designer jewelry designs, imbuing them with a deeply personal and powerful protective element for the wearer.

Presentation based on client needs

Before you get acquainted with the presentation, you need to read the article Identifying Client Needs. A good presentation is made based on identified needs. Conducting a presentation not according to needs is like shooting sparrows from a cannon, the question of hitting is luck.

Every client wants something, we discussed this in detail in the article consumer needs. And in an ideal picture of the world, each product presentation should be strictly individual and tailored to the needs of a specific client. In reality, this does not always happen.

It prevents sellers from presenting two things according to their needs: sales scripts and experience. The fact is that most often we start teaching the seller using clearly written scripts, but we do not teach him to hear and listen to the client. After some time, the scripts penetrate the salesperson’s brain so much that he speaks completely automatically. Teach salespeople to listen to the client from the very beginning. Then the presentation will be more effective. As a result, an increase in sales conversion and a decrease in salesperson turnover.

How to bring a fairy to life

The most difficult stage from a technical point of view was the creation and “revival” of the character. Initially, we thought of filming footage of a living girl and then placing her in our magical forest using motion capture technology. This is the same technology where a person puts on a special suit and moves on a green screen.

It would have been easier that way, but force majeure intervened. And we decided to develop the character ourselves from scratch. To make our fairy’s gait as natural as possible, the character’s movement phases were carefully filtered and brought together in the Houdini program. They also simulated the fabric of the dress.

So, after a series of tests, an animatic with the TABAYER Fairy’s walk appeared.

After such painstaking work, recreating the location with the emerald forest was much easier.

The second special feature of the video was the ending, in which the fairy's hat turns into the TABAYER logo. The technical implementation of this trick added gray hair to our animators.

And to complete the cinematic effect, the entire video was compiled in cinema resolution 1920x800. Moreover, many popular movie stars wear these jewelry.

Introducing a brand character

Let us remind you that in the previous presentation of jewelry, a meteorite flew to a lifeless planet from deep space, which later turned out to be the green stone “TABAYER”.

Over time, the stone “took root” and grew into a magical tree on which jewelry “bloomed.” The TABAYER tree began to displace the dark energy on this planet, gradually reviving everything around.

Now we decided to continue the story. From the emerald tree a whole magical forest grew, filled with harmony and purity. The plot of the second presentation of the jewelry brand will unfold in this location.

The key difference from the first video was the appearance of a brand character – the Jewelry Fairy “TABAYER”.

The character design was made in the image and likeness of the girls in hats who attended the offline presentation of the TABAYER collection in Paris.

Here are these beauties:

According to the scenario, Fairy TABAYER walks through a magical forest in which the same trees with decorations grow. During the walk, the viewer observes the beauty of the forest of the TABAYER universe. The theme of natural beauty is intertwined with the theme of jewelry elegance.

A girl walks through the forest barefoot in a light white dress. We emphasize that the design of TABAYER jewelry is not only grace, originality and style, but also a deep connection with the ancient forces of nature.

In the final frame (pack shot), the girl's headdress turns into the brand logo.

After agreement with the client, concept art appears: