| Buying gold jewelry for your store can be a | | | | retail price as a 'wholesale' price. In other |
| complicated business. It is important for you | | | | words, they should not represent that they |
| to do your research so that you can avoid the | | | | are selling at 'factory' prices when they are |
| traps that await you as a wholesale gold | | | | not selling at the prices paid by those |
| jewelry buyer. It is to your advantage to | | | | purchasing directly from the manufacturer." |
| take the time effort to know what your | | | | |
| customers want and compare the different | | | | Dealing with unethical vendors can also |
| price points being offered. | | | | damage the reputation of your business, |
| | | | because you may sacrifice quality for a low |
| Start by making a customer profile: what type | | | | price. But your customers rely on your |
| of designs, styles and price points they | | | | judgments when making the selections that |
| prefer. It is wise to keep the current | | | | they eventually purchase and once a complaint |
| popular trends in mind when you are buying | | | | of substandard goods from a dissatisfied |
| your inventory, this can help you to attract | | | | customer is made, it can be very difficult to |
| new customers as well as give your current | | | | re-establish their trust. |
| customers new gold jewelry designs to | | | | |
| consider. If you are new to the gold jewelry | | | | By definition, a wholesaler is a person who |
| business, and do not have an established | | | | deals directly with the manufacturer. This |
| clientele, you can begin with a combination | | | | assures you of quality; you will be able to |
| of classic and contemporary designs for broad | | | | get the information and support your need |
| market appeal. Selecting yellow, rose or | | | | because they are in constant contact with the |
| white gold jewelry in 18kt, 14kt and 10kt | | | | gold jewelry source. A reputable gold jewelry |
| grades will give you a range of sales | | | | wholesale business also has a reputation to |
| opportunities. | | | | protect and will work with you until you are |
| | | | satisfied. When your select your gold jewelry |
| In your pursuit, you will no doubt come | | | | wisely from a reputable source, it is easier |
| across a gold jewelry vendor who uses the | | | | to set your price point reasonably. Using |
| strategy of "wholesale to public". This may | | | | this practice can win over the most skeptical |
| sound tempting, but according to the Lanham | | | | customers, even those who may feel that |
| Act, in the section that deals with federal | | | | retail gold jewelry is overpriced. |
| trademark/unfair competition rules, those who | | | | |
| make these types of claims by stating a false | | | | Another point to remember is that your main |
| or misleading description of fact as to the | | | | competition for the gold jewelry customer can |
| origin of there goods can be held liable in a | | | | be found in abundance on the Internet. When a |
| civil action. | | | | customer enters your store it offers you the |
| | | | opportunity to make their real-world buying |
| In addition, gold jewelry vendors should be | | | | experience unique, satisfying and rewarding |
| aware of the FTC Guideline that clearly | | | | in a way that the Internet cannot offer. |
| states: "retailers should not advertise a | | | | |