There are many reasons why June is a highly marketable time for pearls, but the primary reason is that pearl is the month’s most identifiable birthstone. Two additional gems—alexandrite and moonstone—are positioned as birthstones according to GIA, but our obvious favorite has the richest history.
Because of its birthstone status, a pearl celebration occurs all month, but June is also full of other milestone events in which pearls are a perfect gift. Let’s start with a major one, weddings. From groom to bride to attendants and mothers, there are endless opportunities for pearl sales. In weddings, pearl jewelry sales can initiate lifelong relationships with clients who are tying the knot now but could be receptive to you or your store being their go-to destination for all of life’s celebratory gifts later on.
Graduations, too—whether grade or high school, college or graduate school—present ideal opportunities for the gift of pearl. Pearls represent love, pride, accomplishment, and new beginnings. Pearls also symbolize a meaningful innate sense of beauty and rarity, qualities that surpass monetary value. Again, these are sales opportunities and relationship starters for not only the buyer but also the person who receives the gift, so be sure your branding is on packaging or that you’ve enclosed a pearl care card featuring your name. Perhaps you could offer lifetime restringing of strands to help kickstart meaningful relationship building with recipients.
And don’t forget about push presents (yes, they’re a thing), gifts to moms immediately after childbirth. A push present is a gift for bringing a child into the world and can come from husbands, partners, significant others, parents, friends, or coworkers; pearls are the perfect way to commemorate this new life.
While many of these sale opportunities occur year-round and not just during the pearl month of June, many of us do think more about them in the month that kicks off summer. I hope I’ve inspired you to claim your very own share of the pearl market. Enjoy your pearl month!
Kathy Grenier is the marketing director of the Cultured Pearl Association of America and the business development director at Imperial Pearl. Jewelry shot by Jack Deutsch for CPAA. Email JHeebner@cpaa.org to learn how you can use this image in your store and promotions.