Smart jewelers are like migratory birds now. With the temperature of wealth, they migrate all over the world, and they will be seen in places where the rich haunt. They pretended to spend their holidays in places where rich people spend their holidays, and happened to bring some top-notch goods.

There are several ways to please the super-rich and really spend money on jewelry.

First of all, a jeweler must maintain a very good personal relationship with the rich. Either develop customers into friends or develop friends into customers. The chairman of DeGrisongono, a famous jewelry brand, has a large group of rich friends. He is a very gentle party master. For him, there is no obvious difference between friends and customers. He knows the migration rules of the rich and that they go to PortoCervo or Mykonos in summer. In winter, they appear in Staade. In fact, DeGrisongono's headquarters is in Geneva, and he stays in Geneva at most 1 week every month. Every February, he holds a complete 1 week party in Staade; In May, he moved to Cannes; 65438+returned to his hometown of Geneva in February to continue the party. No matter what form his party is, it is always crowded with people. Friends? .

DeGrisongono's own idea is simple. He doesn't need to sell jewelry at these parties. Other people's parties start at 7 o'clock and end at 1 1. His parties always end at 3 or 4 in the morning. The secret of his success is that the people he invited are rich enough. For example, in fashion, he always knows designers. Designers can know models, bankers can invite them, and sports stars can't forget them. The more people there are at the party, the less boring it will be. Besides, the party was not very commercial, and he didn't mention anything himself? Jewelry? Two words.

DeGrisongono's method is very effective. Once DeGrisongono happened to show up somewhere and invited a wealthy businessman to lunch. The wealthy businessman bought four watches worth 20,000 to 35,000 pounds on the spot. It only appears when customers need it, which is an outdated marketing technique.

Without a group of rich friends, you have to give the rich a little stimulation.

Steinmetz, the world's largest dealer of rough diamonds, which is famous for its exquisite cutting technology, has shocked its customers in two ways: one is to cooperate with important academic institutions such as the National Museum of Natural History or the Smithsonian Museum to show their amazing gems. No matter how rich people are, they will surrender when they see these treasures.

Another trick is to sponsor super events. Steinmetz is the sponsor of Monaco F 1. Rich people are always willing to pay a lot of money when they are on vacation, especially drivers who can get close to F 1. Of course, steinmetz is also a sponsor of McLaren-Benz, so it's a piece of cake to arrange a gathering between the rich and the top drivers, while steinmetz sells diamonds in this harmonious atmosphere.

Even the CEO of steinmetz predicted that store sales were over. Steinmetz doesn't like hard advertising. They put 300 diamonds on KimiRaikkonen's helmet in Monaco's F 1 competition last year? Iceman? In this way, there are a lot of media reports. If the layout is converted into the price of advertising samples, the total is 6,654,380+0,000 pounds.

Store sales used to be the mainstay of steinmetz, but recently they cooperated with Sotheby's auction house to launch a new brand, Sotheby's Diamond History. They have prepared diamonds with the lowest price of $6.5438 million for this new brand, and they are definitely not sold in stores, but displayed one by one. The CEO of steinmetz said: Once you have a perfect reputation and a perfect product, you should make the trading process more interesting. ?

Cartier is also one of the best. It can always throw a party that rich people want to attend. Although Cartier has stores all over the world, no one can shake its market position.

Cartier chose to participate in more art activities. They found that their potential customers are also collectors of modern art. This strategy is not new to Cartier, who founded the Modern Art Fund in Paris 20 years ago. Cartier is also the main sponsor of the Frieze Art Fair in London, which has been quite prosperous in the past two years.

If you want to sell expensive things to the rich, don't wait for them to come. Learn from DeGrisogono, Steinmentz and Cartier. They always appear when the rich eat happy meals, making them willing to pay crazy for those beautiful stones.

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