There was a time when a Tiffany Celebration ring would have been more than enough.
Nestled in an eggshell-blue box tied up with a white bow, a platinum band sprinkled with diamonds was the once-in-a lifetime gift to celebrate a most important moment.
And then Tiffany came along and told us we had got it all wrong.
We weren’t celebrating enough.
There are lots of times to celebrate; they said “Maybe there's a baby. Maybe it's your anniversary. Maybe just because. Capture your life's important moments. For all time”
“Good point” we thought, “we can’t let life’s important moments pass by unrecognized” but what should we do, we couldn’t mark them with a Tiffany Celebration Ring because we already had one.
“Build a stack” they suggested.
“A stack?” We replied
“Yes, a stack of rings” they cried “Each of life’s important moments turned into stunning brilliance”.
And so ring by diamond ring, Tiffany achieved stunning brilliance themselves. For they found a way to sell the same thing to the same people time after time after time.
My nibble is this: Getting a new customer is costly. Developing new product lines is costly. So how can you take a diamond out of Tiffany’s book and work on increasing your sales of current product lines to existing customers?
Oh and if my husband is reading this it’s Mothers Day on Sunday. I think that counts as one of life’s important moments…
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