EditorsSep 15, 2025
Skipping the Necklace, Embracing Snakes: The Best Jewelry From the 2025 Emmy AwardsAssociate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.
IndependentsMay 17, 2016
Want Customers to Buy More? Then Sell ‘Em More
Jewelers should not be afraid to reach out to existing customers at least five times a year, Jim Ackerman writes.
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others.
If you want your customers to be more loyal to you, to make you “their” jeweler, to stay off the Internet, to eschew all competitors in favor you and you alone … sell to them more.
The vast majority of jewelers are overly concerned with the wrong end of the equation.
They’re afraid to approach their clients often about buying from them because they’re afraid of being offensive, of coming off too “salesy” or pushy.
In the process of being too careful, however, they actually wind up neglecting their existing clients, unintentionally sending them the message, “we really just don’t care about you that much.”
Colossal mistake.
Remember, although you might become friends with some of your clients, the only real reason you have a relationship with them, from their perspective, is so they can get their jewelry and jewelry services from you.
Remember, too, that the only real reason you have a relationship with them, from your perspective, is to sell them jewelry and jewelry services.
When you inadvertently send the “we don’t care” message through neglect, well, where is the “relationship” in that? Why should they be loyal to you and you only? Why shouldn’t they check out other options?
When they only hear from you at the holidays, you can’t reasonably expect them to think of you as “their” jeweler.
Look, you have a minimum of five annual opportunities to invite your clients to do business with you. They are as follows:
-- Birthday;
-- Anniversary;
-- Valentine’s Day;
-- Mother’s Day; and
-- Christmas.
Any fewer than these five opportunities to invite them to do business with you is practically inexcusable.
But these should not be considered the only times to reach out and solicit their business. You may have other in-store events, annual promotions, special buys, trunk shows, gemstone roundtables and more.
They simply will not be bothered by your invitations to do more business with you. If they’re not in the market, they just won’t come. But you’ll still be reinforcing the relationship with them, in the very act of informing them and inviting them.
“When (customers) only hear from you at the holidays, you can’t reasonably expect them to think of you as ‘their’ jeweler.”And now, remaining in contact with your clients is easier and less expensive than ever.
Email and the social media are all but free, of course, but text messaging and robo calls (executed correctly) can be
remarkably effective and feel intimately personal at the same time.
Also, do not forget that old standby, direct mail.
While mailed solicitations used to be considered junk and clutter, the shift to digital communications, mega-overflowing inboxes on email servers, and the resulting reduction in “snail mail,” research indicates that consumers are now, once again, appreciating their business mail.
It must be executed elegantly, of course, but direct mail can bring remarkable results. Let’s face it, unlike a whole lot of your email, just about every piece of snail mail that comes to your door at least gets a glance.
The most successful jewelers are reaching out to their clients at least monthly, some as often as weekly. It’s done in a mix of all the media suggested here, but the cumulative effect is what counts.
When you are consistently communicating with your existing clients, telling them why they should do business with you and asking them to do business with you, three important things happen.
1. They will, in fact, buy more frequently, so you’ll make more money.
2. They will feel better about their relationship with you, recognizing your attempts to take care of them as a gift and invoking their human desire to reciprocate, thereby locking in the rock-solid loyalty you’re looking for.
3. You’ll be programming and pre-programming them for how to do business with you going forward. This is also something they will appreciate.
Will this level of frequency of contact and solicitation turn off some clients; might you actually lose some clients because of it? Possibly.
But the number will be remarkably small, and will be gratifyingly offset by vast majority of happy, programmed-to-buy clients you have and the tens--and perhaps hundreds--of thousands of dollars in increased sales and profits you will enjoy. It’s not a bad consolation prize for the few who may say adieu.
Jim Ackerman is a retail jewelry marketing expert who has spoken at JA New York, JCK, The Smart Jewelry Show and others. He is offering National Jeweler readers a complimentary Marketing Fitness Check-up. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com, and his jeweler’s website is JewelersMarketingGems.com.
Also, do not forget that old standby, direct mail.
While mailed solicitations used to be considered junk and clutter, the shift to digital communications, mega-overflowing inboxes on email servers, and the resulting reduction in “snail mail,” research indicates that consumers are now, once again, appreciating their business mail.
It must be executed elegantly, of course, but direct mail can bring remarkable results. Let’s face it, unlike a whole lot of your email, just about every piece of snail mail that comes to your door at least gets a glance.
The most successful jewelers are reaching out to their clients at least monthly, some as often as weekly. It’s done in a mix of all the media suggested here, but the cumulative effect is what counts.
When you are consistently communicating with your existing clients, telling them why they should do business with you and asking them to do business with you, three important things happen.
1. They will, in fact, buy more frequently, so you’ll make more money.
2. They will feel better about their relationship with you, recognizing your attempts to take care of them as a gift and invoking their human desire to reciprocate, thereby locking in the rock-solid loyalty you’re looking for.
3. You’ll be programming and pre-programming them for how to do business with you going forward. This is also something they will appreciate.
Will this level of frequency of contact and solicitation turn off some clients; might you actually lose some clients because of it? Possibly.
But the number will be remarkably small, and will be gratifyingly offset by vast majority of happy, programmed-to-buy clients you have and the tens--and perhaps hundreds--of thousands of dollars in increased sales and profits you will enjoy. It’s not a bad consolation prize for the few who may say adieu.
Jim Ackerman is a retail jewelry marketing expert who has spoken at JA New York, JCK, The Smart Jewelry Show and others. He is offering National Jeweler readers a complimentary Marketing Fitness Check-up. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com, and his jeweler’s website is JewelersMarketingGems.com.
More on Independents
The Latest
SurveysSep 15, 2025
Resilient Shoppers to Boost Holiday Retail Sales, Says DeloitteIt’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.
SourcingSep 15, 2025
Gemfields Achieves $32M at High-Quality Emerald AuctionIt included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
SourcingSep 15, 2025
AGTA Elects 8 Members to Board of Directors The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.
Weekly QuizSep 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, MontanaAssociate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite EarringsFordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley AwardGilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.
MajorsSep 11, 2025
Tabayer Opens Nordstrom Shop-In-ShopLocated in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for ThatThe new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.
MajorsSep 10, 2025
Stuller to Swap Gold Scrap for Full Credit to AccountAs the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. HeadphonesJacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New YorkThe industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship WinnersThe nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s UmbrellaThe two organizations have finalized and signed the affiliation agreement announced in May.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand AmbassadorThe Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.
