We were lucky to catch up with Lemar Scott recently and have shared our conversation below.

Lemar , appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Stepping into a jewelry store is a fear-inducing experience for most people. And having spent time behind a jewelry counter in the past, I have witnessed firsthand the extreme unease that sweeps over most people even at a mere “hello.” My mission in the jewelry industry has always been to a) demystify the complicated world of gemstones, b) make jewelry accessible to everyone, and c) make jewelry fun again. Breathe! I got you.

Over the least several years, many of my friends and personal contacts also decided on engagement, but didn’t know the first thing about diamond buying. What do I spend? What do I look for? What style should I go with? These are the questions that plague most shoppers and ultimately gave birth to my alias, The Engagement Guide℠.

Through the materials I’ve created and Q&A’s, I am able to bring education to those who are shopping for diamonds – or any gemstone for that matter. Hopefully through that education, gemstones become more familiar and less daunting. I think anyone should be able to throw on a $1,000,000 diamond ring without breaking into a cold sweat, whether they buy it or not. After all, diamonds are the hardest mineral in the world; I’m not too concerned. Gemstones once thought to be “too rare,” “too expensive,” or “too unattainable” can now find homes with the people who love them. Mother Nature would be pleased.

Lemar , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a TV Host, Consultant, and Public Speaker with an affinity for things that sparkle! More specifically, gemstones. When I started learning about minerals, I realized how complex each of them was and the colossal amount of misinformation surrounding each one. For example, diamonds are NOT rare. My apologies to anyone whose construct of fine jewelry was just shattered with that statement. Lol! After getting certified through the Gemological Institute of America, I took my talents to television where I was able to communicate information about gems to a major audience.

Partnering my gem acumen with a certain flare for fashion, I donned the title of “style expert” and have been able to do the rewarding work of dressing America. Merging these two worlds is what partially gave way to The Engagement Guide℠. Finding an amazing engagement ring isn’t just about knowing how to shop for gemstones, but also how to pick a ring that reflects your personal style and communicates who you are.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Community is one of the cornerstones of my life and my brand, so keeping in touch with clients comes as naturally as staying in touch with a friend. Especially with high-priced jewelry items, people often feel duped into making a purchase, only to be forgotten about. One way I like to foster brand loyalty is by initiating follow-ups with anyone who has ordered a custom piece with me. This way, they know I’m available for their continued questions and haven’t abandoned them.

One of the most gratifying long-term customer relationships I have is with a woman who I’ve kept in touch with via Facebook after she purchased a ring from me years ago. Her son, now in his mid-twenties, reached out to have an engagement ring customized for his girlfriend. And of course, his girlfriend -now fiancé- reached out and asked me to customize a band for him as well. By maintaining that one personal connection, I was able to help three different clients.

Personal relationships on TV is a bit different. When I am presenting jewelry on-air, I may be connecting with thousands of people at any given moment. In those instances, I invite them to find me on social media. Sometimes building relationships is just about making yourself available. Beyond that, when a particularly wonderful customer calls in or writes to me, I also like to send hand-written holiday cards. I think loving people has to be at the heart of all you do.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

Wow! I have so many of these stories, including the time a single, young male purchased a 22 carat, fancy-shaped golden beryl as a collectors piece. It’s not exactly the type of gemstone you’d expect to sell on any given day, but it did…in minutes! However, the most memorable and meaningful sales story for me again involves my favorite gemstone: alexandrite.

I met a beautiful couple who, like most, had a humble budget when they first got married. The wife’s dream ring featured the ever elusive alexandrite gemstone and she had even flown to its birthplace of Russia to find the real deal. Up until the point that we found “the ring,” she wore an imitation as a placeholder. After seven years of marriage and a daughter, they connected with me and it was time to make their ring a reality. We collaborated on her ideal ring and her husband dropped to one knee to (re)propose to her as soon as it arrived.

The message she sent me in thanks is something I’ll never forget. Jewelry is so much more than an accessory and it’s always deeply rewarding to help find or create a piece that people connect to an emotion, memory, or milestone.

Stories like this are exactly why I’m so excited to be The Engagement Guide℠ and bridge the gap between fine jewelry and the general public.

Contact Info:

• Website: https://lemarscott.com/
• Instagram: https://www.instagram.com/lemarscotthost/
• Facebook: https://www.facebook.com/LemarScottHost
• Linkedin: https://www.linkedin.com/in/lemar-scott-93861013/