At what percentage off should I buy jewelry?
Good question!
It used to be
that merchants who sold jewelry would occasionally have sales
to reduce their
inventories and get rid of dead stock or items which they had over bought.
I
have shopped other jewelry stores, department sores and discount jewelry stores
for over 25 years and in the last 12 to 15 years I have not found one real
sale!
Even when the sales have been associated with store closing,
I have found
that the sales are not real.
The way we determine if the sales are real is if
after the discounted price
the item still has a traditional mark up or higher.
This is in our opinion a fake sale!
The fact is most of the sales in the jewelry business are in conjunction with holidays.
Why would a jeweler give you
his best price or biggest discount
at a time of the year when he sells the most
products?
At Randy’s Jewelry we have a philosophy that you treat all customers
the same
and to not give one a better price over another.
We feel that if we
can beat the other guy’s sale prices
and so called discount store prices by as
much as 35%
there is no need to play the game of retagging merchandise to have a
big sale.
The other thing to remember the next time you start to buy sale
priced jewelry
is to think how you heard about the sale.
The fact is you have
to advertise a sale to move products,
this costs money and someone has to pay
for this.
That cost is passed on to you through the mark up.
The jewelers who
are located in shopping malls seem to have an awful lot of sales
and in our
opinion they seem to have the highest mark up after the discount.
FAKE!
Randy’s Jewelry had its first sale 12 years ago when we moved to our new location.
We gave a storewide discount of a whooping 15% off.
This discount was like buying at one half of the price of the other guys 50% off sale. T
he answer to the question is you need to be careful not to be fooled by percentage off sales.
Be
a smart shopper and remember that some jewelers,
especially the independents,
don’t fake sales they just have everyday low prices.