Custom Jewelry Work as Differentiation

Custom Jewelry Work as Differentiation

The jewelry industry is very competitive and most jewelry stores struggle to compete with the big industry players like Tiffany and Blue Nile. The worst way to compete (and perhaps the most common) is to lower prices in order to entice clients to buy from them instead of the competition. Unfortunately, such a race to the bottom hurts everyone in an industry in the long run, as clients get accustomed to lower prices and margins get squeezed.

One of the better ways to differentiate among competitors is to offer custom jewelry at wholesale prices. One such example is that of Bijoux Ex Aurum in Montreal.

This jeweler has been in business for nearly 30 years and has been able to thrive with minimal advertising in a saturated market. One of the keys to their success has been to offer custom engagement rings (bagues de fiancailles, as they are known in Quebec) to their customers. Not only have they built up an enviable clientele of fans who eagerly refer them to friends and colleagues but they have also managed to build a roster of other jewelers who send them a steady stream of work, taking advantage of their jewelry services. This jeweler of other jewelers does work for some of the largest jewelers in Canada.

While most jewelers don't have the skill, equipment, or expertise to be able to offer custom jewelry to both retail and business clients, Ex Aurum has managed to do exactly that. Their specialized staff of jewelry designers and jewelers are able to handle the volume easily while keeping their level of quality extremely high.