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Selling with a Story
When I make purchasing decisions, I generally look for something that has meaning. Early on, I learned that what interested me most about the goods I encountered in Asia was the story that lies behind almost everything you see on our site.

A good example of this is a ring we wholesale, style R120, the Navratan Ring. It's an interesting ring: lots of different colored stones, a real conversation piece. The first one I bought was for myself, but when people asked about it and I told them why I bought it, they frequently wanted one for themselves.

The Navratan is a traditional Vedic Astrology ring. The stones represent the planets (Nav means "9" in Hindi, Ratan means "stone", nine stones, nine planets...). The underside of the ring face is left unfinished so that the stones touch the skin. This connection between body and stone is believed to help balance one's energy.

Side note: the Navratan is a two thousand year old jewelry design, but the ninth planet, Pluto, wasn't "discovered" by the Western scientists until the 1930's.

Having done more trade shows than I can count, I have learned that price will sell an item, quality will sell an item, beauty doesn't hurt, but often the easiest and most engaging sale is made with a story. Because of this I try to find items that have some unique history to them. When you see our new Hill Tribe Silver, you will understand what I am talking about. It is the sort of thing that when your customers put it on and understand what it is, they will not only buy from you this once but they will come back again to see what other stories you have for sale.

(This article written by Mike McGinnis and published originally on indiasilver.com. We allow republication provided the piece is copied in its entirety with links and attribution.)
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Updated 2/14/06
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