Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
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
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
SurveysJun 03, 2025
Consumer Confidence Improves in May The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
