Answer With a Purpose

Recently I was asked about white gold: how is it made? I could have simply said "It's an alloy of gold and other metals that give white gold its color." That answer would have been both accurate and informative, fulfilling my role as a jewelry consultant. But every question asked is an opportunity to lead your guest to a higher understanding. Here's how I answered:

"During World War II platinum was deemed a strategic metal and stopped being used for jewelry in the U.S. So jewelers turned to white gold, created by alloying gold with other white metals for guests who didn't want yellow gold. But imagine mixing 14 parts of bright orange juice with 10 parts of bright white milk: what color would you get?"

"Orangey-white?"

"Right! So in order to give everyone the bright white look they want, jewelers have plated white gold with rhodium: a bright, hard, and expensive precious metal in the platinum family. But what happens to plating over time?"

"It wears off?"

"Absolutely! That's why our Jewelry Protection Plan replaces the rhodium plating at no charge whenever you need it."

Do you see the path that we took together? She felt comfortable enough with me to ask about the source of white gold; I explained both the 'why' and then the 'how' of white gold, using an analogy that everyone can visualize (milk+orange juice) to help her understand the need for rhodium plating; then shared the value of the Protection Plan. The guest did not understand that she was about to make a decision about a Protection Plan soon, but I did. And I wanted her to make an informed decision when that time came.

When a guest asks you a product-knowledge question this week, think about how your answer can lead them to a higher understanding. Skill practice this week on how to keep your answer simple, but not too simple, so that your guests can make important connections. "What is an inclusion?" can lead to an understanding of naturally occurring gemstones, rarity, or lab created gemstones. "What is a morganite?" can lead to understanding families of gemstones, varieties of color, or choosing a gemstone based upon color and rarity. Go a little further in your answers to lead your guests to where they need to be this week and you will...Make It Happen!