Selling to the groom's mother, mother-in-law and bridesmaid: ceremonial gift is family diplomacy, not a purchase

## Selling to the groom's mother, mother-in-law and bridesmaid: ceremonial gift is family diplomacy, not a purchase

In October 2019, I served Marina, twenty-nine years old, wedding scheduled for March of the following year in Goiania. She arrived at the studio one Saturday morning with her mother, set on buying a pair of earrings for her future mother-in-law. Marina's mother was nervous. "It is the mother-in-law, Patricia, it is hard." Marina picked up a basic pair of earrings priced at R$ 180, liked it, was about to close. I took her pair, returned it to the tray, and asked: "Marina, how long has your mother-in-law been waiting for this wedding?" Marina paused. "Three years, I think. She wanted this wedding from the moment she met my fiance." I looked at Marina and said: "Then we are not buying ordinary birthday earrings. We are buying earrings that say 'I know this matters to you'." Marina switched to a classic pair with pearls, R$ 540. Seven months later, the day after the wedding, I got a message from Marina: "Patricia, my mother-in-law opened the gift, cried and hugged me for the first time in three years. Thank you." That moment changed their relationship forever.