How to care (and teach your client to care)
The biggest complaint in the demi-fine market is this: "I bought it and it darkened in no time." Almost always, the problem was not the piece — it was usage. Your job as a Herreira reseller is not just to sell the piece; it is to teach the client to make it last. A client who cares for it comes back. A client who does not blames you.
The four villains of 18k plating
Memorize this.
Sweat. Salt and acids in sweat react with the plating over time. A piece worn at the gym, on a very hot day, while running — degrades faster. Solution: take it off before intense physical activity.
Perfume. The alcohol in perfume attacks the gold in the plating. The golden rule: perfume first, piece second. Let the perfume dry (about thirty seconds) and only then put on the necklace, earring, ring. Anyone who puts the piece on first and perfumes over it is accelerating degradation.
Cleaning products. Chlorine, bleach, hand sanitizer, bar soap — all of these wear down the plating. Washing dishes with a solid 18k gold ring already dulls it; on demi-fine the effect is ten times worse. Take the piece off first.
Salt water and pool. Salt and chlorine together are the worst case. Beach and pool with no piece. Always.
What to do when a piece darkens
Eventually it will happen, especially on a piece worn daily for over two years. The home solution: dry cotton flannel (the one that comes with the Herreira piece). Rubbing carefully for thirty seconds restores the shine in most cases.
If that does not work, the factory offers re-plating — redoing the 18k bath on the piece. This service is available for Herreira resellers under special conditions. Note this number down: you will use it.
The nightly ritual
The phrase I teach every client is: "Take the piece off before sleep, before the shower and before the sea. Just three rules." Then I explain why: sleeping twists the chain, showering dries the skin around the piece, the sea destroys the plating.
Three rules. Every client remembers. And the piece lasts.
How to pass this on at the sale
When you hand over the piece, do not hand over just the packaging — hand over the care as well. Say: "Let me teach you three things that will make this piece last for years." Tell the three rules. Show the flannel. Five extra minutes per sale, and you gain a client for life.
What to practice this week
Take a Herreira piece of yours that you wear daily. Evaluate: are you following the four rules (perfume, sweat, cleaning, sea)? If not, this week is for fixing it. You cannot teach what you do not practice.