AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
IndependentsJul 05, 2016
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.
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.
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
a problem. Also, when selling, make sure you remember the customers’ problems and show them how your product will make their life easier, like letting him know only a 3-carat diamond will get him out of his mess!
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.
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.
More on Independents
The Latest
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
