There are expressions that speak for themselves, as "bluntly" that is to give value to what is said, or "worth your weight in gold" ... all use our values, the values ​​of jewelry, to give importance to their own or their conversations.

Everyone, everyone ... except those who belong to this sector. We are not even able to appreciate and value what we have. Or at least a sector that has come out with the sole intention of speculation. I mean many of those who are engaged in buying gold.

Are there negative expression tell a client who wants to sell their jewelry, phrases like "the stones are worthless"? What unintelligent what unprofessional and what little view have to protect what feeds "jewelry".

Would not it be smarter to say something like "In our present circumstances, we can only assess him gold, the stones in our business have not used market, but they are valuable, keep them and make another jewel to her daughter, granddaughter, or keep them for can assess when "? Any phrase optimism is better than pessimism.

It must be teaching in the sector must become true if you want to see psychologists agonizing business. And the fact that right now we are all aware that there is very little training and professionalism.

Recall that our industry has to convey feelings always be received by all the senses, sight, hearing, taste, touch, smell ... When communicating must speak languages ​​commensurate with the times we live. These are difficult times, I would rather say different.

Keep in mind that the market is willing to consume all that is willing to pay. We have to be nimble and seek new answers to new challenges, it should be competitive.

Today our professional foul "agility". We need to have the true dimension to compete. Today there is a rapid change in consumer behavior.

The raw material needed in the new millennium is the information, remember always. I think the main problem is in the human factor. We have to stop thinking about what my product needs and have to think about what the consumer wants.

The function of a jewel does not carry over value, but take satisfaction, tranquility, comfort ... The value of a gem is not only measured in financial terms, but is the added value contributed design, work dump her affection put on sale. And the jewel you have to give value to the sale and resale.

The consumer must receive full product information. The certificate of a diamond does not tell us the value of a stone, but its composition and it is worth the price you get. The jewel is a dream and the retailer has to know reveal.

Some projects are settling now in our markets, such as CIRCA, understand and apply this philosophy. Priced a gem like to price themselves, not their weight in gold decisively. They do it for their workmanship, time and circumstances in which it was created, branded, value of stones ... For its "everything".

And so that that gem CIRCA has achieved a second life in the hands of second hand who can appreciate in its entirety and complexity. CIRCA also are leaders in sales, not just buy. And are leaders in the consumer understands that any management or transaction that is made with a jewel is an act of glamor, because that's the essence of it.