Have you ever seen those commercials? You know the one where the girl gets the engagement ring and she says "He went to !" Those commercials bother me. Not because I feel that the store those commercials represent isn't a good store. I am sure it is a very good store. I have no problem with them. What bothers me about the commercial is that it places less weight on the jewelry that was given and on the relationship between the two people.
Now, I truly understand the goal of marketing and advertising is to make sure people know who you are talking about in a commercial. So in a sense, I understand that specific commercial pointing to the name of the store. How many of you reading this filled in the blank in your mind? Obviously, the commercial is doing its job well. But what about the importance of the specific piece of jewelry? Was it what she wanted? Did said jewelry store take the time to learn enough about her as a person and what she liked to be able to say to the boyfriend, "This is the one for HER."
The question I ask myself every time I see those commercials is, "What if she had said 'No'"? Can you imagine THAT commercial. The guy walks up to the girl and the leaves are falling in the perfect autumn sunshine and he gets down on one knee, grabs her hand and pulls out this ring, places it on her finger and looks up and asks those 4 words..."Will you marry me?" And she says, "no." What does he do then? "But honey, I went to !" In my mind, I hear her saying, "It doesn't matter where you went."
What does matter is that she says "Yes!" Emphatically. Unquestionably. Decisively. Absolutely. YES. It matters that the purchase he made was thoughtful to her style and liking. It matters that he took the time to check out her Pinterest boards and ask her mom and friends to find out if they have heard anything about what she likes. It matters that he listens to her when she points at something in a magazine, online, or in a random store. Her saying yes is less about what store he shopped at and more about the time and effort he has put in to loving her.
These things matter to me as well. When I am helping a customer pick out the perfect ring, I am not just trying to make a sale. I will make every effort to understand what a significant other may want when it pertains to style, and do my very best to make it at an affordable price. We want her to say "Yes" to you. We want you to say "Yes" to Joshua's.