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From mines to stores, every diamond undergoes a complex process of development. It travels miles and passes through many hands before finally reaching customers. For an average diamond consumer, tracing the journey of gem manufacturing is nearly impossible, and hence, they need a lot more than verbal assurance for the authenticity and security of their purchase. In such a case, it becomes difficult for retailers to encourage the purchase and build trust among them. However, by following a few simple steps, retailers can build a relationship of trust and invoke a feeling of satisfaction in the minds of customers

Millennials want to be secure of their diamond, and they are far more demanding than their previous generations. As imitation jewelry appears as similar to real jewelry, they want to be sure whether the diamond piece they are holding in their hand is genuine or not.

With advancements in technology, diamond testing has become a possibility. Retailers can enrich the in-store purchasing experience by providing customers with diamond testing services.

By certificates of trust, we mean the documents that back the jewelry pieces. Diamond and other jewelry are expensive, and buyers remain skeptical while purchasing these. Backing the jewelry with Hallmark certificate, GIA certificate, and any other indicator of authenticity will enhance the credibility of the jewelry besides increasing trust and support of customers.

The long chain of manufacturing, paired with the operations of fraudsters, have increased theft, imitation, and subsequent struggles in jewelry businesses. It is a good idea to set up unique systems where diamonds are secured with unalterable digital biometrics.

Jewelry businesses can implement systems where a database of purchased diamonds can be kept with a record of iris pattern and fingerprints of customers, ensuring diamond possession right on the sales floor. Introduction of such systems will add value to customer purchase experience, allowing the retailer to be the leader in the market.

Alternatively, Blockchain is also getting a lot of acceptance these days as the records of diamonds supply can’t be falsified or tampered on it. Jewelers can implement such technologies to give customers an enhanced security layer securing their purchases forever.

Offering diamonds etched with serial numbers that link to diamond provenance can help retailers embrace traceability. They can also include information about where their diamonds have been cut and polished to make sure that users have the required information about their manufacturing.

Diamond security does not come easily, and customers need assurance at every step of their purchase. Providing correct delivery estimates through emails and calls instill a feeling of trust in them. Jewelry retailers can also invest in technologies allowing buyers to follow the progress of their jewelry at every point, giving a boost to their customer-centric approach.

All relationships need nurturing, and customer relationship is no different. Retailers can create a database with customers’ name, anniversaries, id’s, etc., to maintain contact with them. While these databases can come handy in ensuring after-sales support, they can also serve as an excellent channel for running loyalty programs.