“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
Coach’s Corner: ‘Salesperson’ Shouldn’t Be a Dirty Word
In a world where “salesperson” can seem like an expletive, Pat Henneberry gives nine tips for building relationships and helping everyone sell themselves.

For my entire career, when I’ve told someone I am in “sales” it has seemed like I am saying a dirty word. I am on a campaign to stop this madness!
Many years ago, sales got a bad name from used car dealers. (Thanks a lot for that!) Yet, I still hold on to my business card from the ‘80s that reads “Artcarved Sales Representive,” and I am proud of it. Companies in our industry today can’t survive without salespeople.
You don’t have to be writing up orders to be in sales because everyone in the company is selling something--ideas, customer service, reputation and, of course, training. At Hearts On Fire, we have Account Specialists, Territory Managers and Global Trainers who all are, in some fashion, selling the brand.
This is the deal: Today, sales is really about selling yourself. Whether you are selling on a retail floor or you are selling a brand to a retailer, the bottom line is you need to build relationships and sell yourself.
Here are some simple sales tips that apply to any sales professional in our industry (and, yes, some of these are from the ‘80s.)
80/20
Remember the 80/20 rule: In many cases, 80 percent of your business comes from 20 percent of your customers. Focus on the 20 percent first.
Research
It’s so much easier to research today than when I did it in the 1980s (we won’t discuss going to the local Dairy Queen to find out about the local jeweler … yes, you.) Today you have the internet and Google and websites and social media. Knowing about your customer is almost more important than knowing your products and brands. You can’t sell anything if you don’t know about who they are.
Get in Front
You need to get in front of your customers. Go where they are. Find them. Don’t sit around and wait for them to walk into your store. If you are a rep on the road, you should be joining all the state associations in your territory, attending the regional shows and getting in front of your customers.
Talk Less
You will always get better results if you ask relevant questions and then listen to your customers’ needs. It will be so much easier to position yourself effectively.
Create
Create demand. Remember--it’s not about how much it’s worth, it’s how much people think it’s worth. Customers buy products because it helps them solve
Stop
Most of the time, we need to stop selling and let our customers buy. Stop being a “clerk.” Consumers today really dislike that approach. Don’t be aggressive. Present an opportunity. In my sales training workshops, we are always looking at “what’s the opportunity” with our customers, not how we can sell them.
Laugh
You need to develop a sense of humor. Learn how to see humor in every situation. If you can make a customer smile, you’re halfway there. Like I remind customers all the time, this should be fun. Let’s enjoy this process.
Follow up
You don’t want them to forget about you. You don’t have to be a pest, but I like it when people are reminding me and following up with me. We are all so busy that doing this is helpful and it builds trust. I get the feeling that you are taking me seriously when you follow up.
No Sale, No Problem
Take it with grace. When they blow you off, just move on. It’s part of business, and you aren’t going to sell everyone. The sooner you move on, the sooner you’ll make another sale.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
The Latest

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

Six new retail businesses were selected for the 2025 program, which began in January.

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.


Sponsored by the Gemological Institute of America

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

The company failed to file its quarterly reports in a timely manner.

The organization also announced its board of directors.

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.