CREATING CUSTOM

DESIGNS IN CAD

Discover how you can use CAD to draw a customer into the design process and ultimately create a custom piece that captures that customer’s individual style—delivering maximum satisfaction.

Introduction: Lee Krombholz

Today's presentation:

Deciding which design/ manufacturing method to useToday’s focus CAD/CAM

A study of the design processes I use How to draw people into the process How to confirm satisfaction along the

process Managing expectation The experience

Advantages to CAD/ CAM

Ability to check in with the customer during the process

The pace of the process Ease of change during the process Reusing design elements (signature

style) Flexible approach (Geek to creative)

Goal: Customer satisfaction

While CAD/ CAM can aid in making absolutely beautiful jewelry, without satisfaction from the customer, it is pointless!

Encourage Appointments

Defying our customers natural instincts

Style DiscoveryDiscerning your customer’s hidden style

http://www.krombholzjewelers.com/sd/index.cfm

Style discovery:

A “tour” of your stores jewelry. Scrap book or a file of photographs. Online.

These are the styles you will be listening for:

ClassicClassic jewelry is timeless. This style is clean and balanced. It typically has a high polished finish and does not contain a great deal of detail. Classic jewelry is ageless and never goes out of fashion.

StylishThis style we call classic with a flair. This style is fairly timeless, with just enough detail to make it different.

TrendyTrendy is the style for those who love fashion. It includes the newest looks and styles. This tends to be a moving target, so you need to be ready to constantly change and update this style.

Modern AntiqueThis style intertwines the past with the present. It is typically made in white gold or platinum and has detail of jewelry made in the early 1900’s. This style is typically ornate and detailed.

Period StylePeriod style is the style for people who are antique enthusiast. The people who feel comfortable in this style category usually pick one period of time and collect that style. We also design new jewelry from those various historic periods.

ContemporaryThis style can be described as clean, flat and at time industrial. Contemporary style is not ornate and does not have added detail

EclecticThe eclectic style pulls from various styles, periods and worlds. It often mixes styles, periods and design from around the world in the same piece. I love to design for this person because they are very flexible and often desire something different.

Listening

One of the hardest jobs of a designer is to ask the right questions and then listen. Turning off our “designer mind” to listen to the customer.

Listening- redesign

Trying to understand the important factorsIs it sentimental?What are the most important parts to include?

Is the price going to be important? Is timing an issue? Any baggage? How difficult will this person be to please?

Listening- new design

Trying to understand the important factorsWhat is the focus of the design?How will this jewel be used?

Is the price going to be important? Is timing an issue? Any baggage? How difficult will this person be to

please?

How to be honestA conversation about expectation and limitations

How to be honest: Managing expectation

If you have listened well, you understand what is important!Are there serious design limitations?Are there serious quality limitations?How important is the timing and will it fit into

your schedule?

A rough estimate

This can save a lot of time and continues to manage expectation

Rough Estimate

How long will the design process be? Is there baggage that will make this

customer more challenging? Will the timing of the job fit into your

schedule? Is the design something you want to do

and can you use the design in the future?

Design timeCheck some design thoughts with the client

Design time

Quick check on some of your design thoughts

Narrow down the design as much as possible

Can you see one clear direction or do you need more time?

How much freedom are you given?

Render delivery

What is the most effective way to show and explain the design

Renders

How fully do you need to develop the design and render?

What are the common question that people have and how to manage their expectations?

E-mail or appointment Flourishes

Renders

Renders

Renders

Renders

Renders

Wax models

Use of scale models in the process. Checking in on the communication

Show the polished casting

Why this might be helpful

Presenting the final jewel

You have planned a long time for this moment

Presentation

In advance, express satisfaction Make an appointment Get comfortable in good light, jewel

boxed and visible Conversation, build suspense Unveiling

Follow upThanks you and checking in on satisfaction

Follow up

Thank you note (one way communication) An email or phone call Asking for referrals (internet posted referrals-

Citysearch.com)

Unveiling and satisfaction

Question?