Jewelry Appraisal Coaching & Business Strategies
Empowering New Jewellery Appraisers: Mastering Client Acquisition and Management by Understanding and Targeting the Correct Niche.
About Karen Howard
My journey in Jewellery Appraising began with the assumption that my mere presence in the field would attract clients. However, I quickly realized the importance of tailoring my message to different audiences and focusing on specific client groups rather than trying to serve everyone.
Despite initial struggles and a reluctance to admit uncertainty, I eventually recognised the need for outside guidance.
Embracing the support of a coach allowed me to deepen my understanding of my business, refine my niche, target my ideal clients, streamline processes, and stay true to my business vision. Drawing on my background in business and expertise as a gemmologist, diamond grader, and appraiser, I honed my skills and gained insights to grow my business successfully over 22 years.
Recently, I made the decision to retire from appraising to shift my focus towards assisting others in the industry, sharing my experiences and knowledge to support their growth and development.
Throughout my journey, I learned the importance of balancing business pursuits with family commitments and personal well-being. My story underscores the significance of adaptability, continuous learning, and the value of seeking guidance when navigating the complexities of entrepreneurship.
Karen Howard (FCGmA, RMV, IMJVA) is a member of the Canadian Gemmological Association, The Scottish Gemmological Association, a Registered Master Valuer, a Canadian Accredited Jewellery Appraiser and an International member of The Jewellery Valuers Association.
Below are the excerpts from the Interview
1) Can you tell me a little bit about your background and how you got into jewelry appraising?
My full name is Karen Howard. I got into jewelry appraising through working in a combination jewelry and gift store. I became a gemologist first, then studied further to become an appraiser, opened my own business, and did that for 22 years. I also taught during that time and was encouraged by a mentor to give back through teaching.
2) What inspired you to start coaching?
Yes, many of my students were asking business questions and wanted coaching. I didn’t have the time then, but after retiring from appraising, I decided to give back in a different way by coaching.
3) What would you say the biggest challenges are for new jewelry appraisers when they're trying to attract clients and starting fresh?
A common mistake is thinking everyone will come to you and that your client is everyone. Success comes when you narrow down and clearly define who your client is.
4) How would you say a new appraiser can stand out in a competitive market?
It depends on your location. To stand out, you need to have knowledge, communicate well with clients, explain your process, and present appraisals in a clear and readable format.
5) Can you tell me some marketing strategies you would advise for jewelry appraisers looking to grow their business?
Understand your geographic range and client base. You can expand by targeting new client niches and marketing differently to them. As you grow, add more appraisers or outsource tasks.
6) What would you say about social media and how appraisers can use it to attract clients?
Social media was my only form of advertising in 22 years. It works if you show your knowledge, let people know how to contact you, and focus on your specialty. This builds credibility without hard selling.
7) What are some other common mistakes that jewelry appraisers make when trying to grow their business?
Not asking for help. Many think asking for help is a weakness, but it’s actually a strength. Knowing you don’t know everything and seeking guidance is crucial for growth.
8) What are some networking strategies that can help appraisers connect with potential clients and not just industry contacts?
Learn where your clients are. Understand who they are and go where they go. For example, if targeting high-end clients, find out where they shop and prefer services. Thinking outside the box is key.
9) How would you say that appraisers can position themselves as experts in the field?
Appraisers can position themselves as knowledgeable by staying current through continuing education, attending courses, reading industry magazines, joining webinars, going to conferences, and engaging in monthly meetings. Staying updated helps them become the go-to professionals in their field.
10) Would you say that certification and continuing education are top recommendations for success?
Yes, definitely. In many cases, designations require appraisers to stay up to date by taking courses or reading articles. Without this, they wouldn’t be recertified. It’s essential not just for staying current, but also for building industry connections globally.
11) How would you say jewelry stores can benefit by working with appraisers?
Jewelry stores benefit by offering appraisals as an added service. This could be through regular in-store clinics or by contracting appraisers who offer pickup and delivery services. It allows stores to offer quicker appraisal turnaround and adds value for high-ticket items.
12) How can jewelry stores work on getting more appraisal clients?
By offering appraisal clinics and simply asking clients during repairs or cleanings when they last had their item appraised. Many people don’t realize appraisals should be done every 2 to 5 years, depending on the item and location. That one
