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Jewellers all across the United States are very well aware of how popular their items are. Jewelry, it can be argued, has always been in style – and will always be in style. In addition to the obvious belief that jewelry adds both beauty and prestige to one’s look, various pieces are very often associated with great sentimental value. None is more obvious than the wedding ring. It is a clear cut symbol of one’s lifelong commitment to another.

The history of the wedding ring being worn on the fourth finger of the left hand is rooted in its representation of being connected to the heart. The idea is that the vein in the fourth finger of your left hand can be traced all the way into the heart. This is based on an age-old tradition that isn’t necessarily based on scientific evidence. Nevertheless, the concept has been strong enough to encourage millions to follow the tradition.

“Thousands of years ago, there was a Greek and Roman belief that a vein from the fourth finger on the left hand ran directly to the heart,” explains Adriana Pastor of Mervis Diamond Importers, “This vein was known as the ‘vena amoris’ also known as the vein of love. This belief led to the tradition of wearing the wedding ring on that particular finger, symbolizing the love amongst the couple being married.”

Of course, wedding and engagement rings aren’t the only pieces of jewelry that we attach sentimental value to. In fact, various pieces of jewelry have different meanings for different people. Jewelry pieces are often passed along from one generation of a family to another and are therefore, considered important heirlooms. As a result, necklaces, bracelets and rings and other pieces are often worth much more to their owners than their actual monetary value.

On TheGuardian.com, Helen Walmsley-Johnson, who writes under the pseudonym, Invisible Woman, describes the “heart-wrenching” feeling of discovering that her home was burglarized. She explains that of the many items stolen – a television, cash and even a old vacuum cleaner – the most painful loss to endure was that of her jewelry box. Admitting that there wasn’t much monetary value to the items lost, it was her sentimental attachment that caused her such great pain.

“Jewelry is weighted with meaning,” Walmsley-Johnson writes, “It doesn’t matter what it is, there is likely to be some sentimental or emotional reason you wear a particular thing – in my case, I wear my mother’s wedding ring on my right hand, and a battered, misshapen silver thumb ring, bought for me by my youngest daughter with her 50p pocket money…I wince when I see people parting with jewelry to raise cash because I know how that feels. It hurts.”

At TK Enterprises Inc., we believe that the sentimental value that is so often associated with jewelry is one of the top reasons that jewellers should find it advantageous to speak with their customers directly about their buying choices. Delving deeper into the purpose behind each purchase rather than focusing on the pieces themselves can often lead to higher sales and better overall customer satisfaction.

It’s the personal approach that we take when rolling out our Retail Event Marketing campaigns on behalf of jewellers all over the United States. Our talented and experienced team contacts customers on behalf of jewellers to cordially invite them to in-store events that give business owners the opportunities to build upon the personal connections they’ve already made with their brand’s supporters.

Let’s work together on getting you to reap the benefits of the sentimental value that your customers attach to your products! For more information about our Retail Event Marketing services, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com.