AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
IndependentsJul 19, 2016
Column: If You Want Better Results, Make Better Offers
There is an art to crafting offers clients and prospects won’t refuse just as there is an art to crafting stunning jewelry, 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. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
If you’re advertising isn’t working, it’s a good bet you’re not making a compelling offer.
Look, I know you don’t think you should have to make any offer at all. People should just come in because they need your product and you’re the best jeweler in town.
Trouble is, you don’t buy that way and neither do your customers.
People need to be enticed, cajoled, persuaded. And if you’re not making offers that do that, well, they’re not going to buy.
A lot of jewelers don’t want to face this reality. I’ve had them tell me they don’t want to make offers, they don’t want to offer discounts, they don’t want to be “salesy.” And they’re not … until their going-out-of-business sale, where they discount the heck out of everything, clear down to the fixtures.
“But Jim, I shouldn’t have to give away the store and all my profits with it to get a sale!”
Correct. But you’re making the mistake of thinking the words “discount” and “offer” are synonymous. They are not.
“But Jim, I don’t want to be seen as a pushy salesperson.”
Right. That’s why you have offers. They do the pushing for you. They’re your excuse to ask people to buy.
To make better offers, begin by determining the reason for the offer. (It doesn’t have to be a sale.)
Here are eight reasons for offers:
Lead generation (you should be doing a lot more of this);
Lead conversion;
Initial trial;
Straight purchase;
Repeat purchase;
Up-sell/add-on;
Client reactivation; and
Referral request.
There are others but the point is, you begin to craft your offers with a specific end in mind.
Don’t Discount … Add Value
Generally speaking, as a consumer, which would you rather do, pay $80 for a $100 value, or pay $100 for a $140 value?
All else being equal, the answer is obvious; pay $100 for the $140 value.
Why is this so hard for jewelry retailers to figure out? If you’re willing to give somebody a 20 percent discount, you are taking $20 out of your pocket for every $100 in value rendered in your product. Why on earth won’t you take the same $20 and pay--at wholesale price--for an additional $40 worth of value for the client, but collect the full $100 in doing so.
It costs you the same $20 either way but the perceived value to the client is enormously different and twice as compelling.
If this isn’t the normal
Editors' Picks
Sponsored by
way you craft offers, you either can’t see the forest for the trees, or you simply haven’t taken the time to think it through, especially from the customer’s point of view.
Right Time, Right Place
There are, of course, times to discount.
Major inventory reductions are one example. Anniversary events are another, perhaps. But while you could argue the value of discounts even in these circumstances, there is one time and place where discounting is a no-brainer--add-on selling.
The resistance I get to this never ceases to astound me!
Think about it: You’ve already paid for the advertising, rent, utilities, fixtures, personnel, computers, systems, cleaning, signage, training and everything else it takes to run your business when you got them in the door in the first place.
If you get them to spend an extra $100 at this point, the only additional expenses are cost of goods and spiff or commission. The rest is pure profit. It’s just silly not to entice them to get a little something extra, with a discount that makes such an addition a no-brainer. And it’s literally free money for you.
Of course, you ask, why don’t I just offer them the extra stuff without a discount? And you can! And if you’re a really good salesperson, and your sales staff also really good, you may be fairly successful. But by making your add-on offers extra appealing, you could see up to a 30 percent “yes” rate, and perhaps even more. This is difficult to achieve without the compelling offer.
There is an art to crafting offers your clients and prospects won’t refuse, just as there is to crafting a stunning and irresistible ring.
Candidly, if profit is your goal, you’re better off learning the craft of offers, and let others make your jewelry.
Jim Ackerman has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He has teamed with Shane Decker for the Ultimate Jewelry Sales & Marketing Boot Camp, to be held this September. National Jeweler readers can get more information about the event and download a free report here.
Right Time, Right Place
There are, of course, times to discount.
Major inventory reductions are one example. Anniversary events are another, perhaps. But while you could argue the value of discounts even in these circumstances, there is one time and place where discounting is a no-brainer--add-on selling.
The resistance I get to this never ceases to astound me!
Think about it: You’ve already paid for the advertising, rent, utilities, fixtures, personnel, computers, systems, cleaning, signage, training and everything else it takes to run your business when you got them in the door in the first place.
If you get them to spend an extra $100 at this point, the only additional expenses are cost of goods and spiff or commission. The rest is pure profit. It’s just silly not to entice them to get a little something extra, with a discount that makes such an addition a no-brainer. And it’s literally free money for you.
Of course, you ask, why don’t I just offer them the extra stuff without a discount? And you can! And if you’re a really good salesperson, and your sales staff also really good, you may be fairly successful. But by making your add-on offers extra appealing, you could see up to a 30 percent “yes” rate, and perhaps even more. This is difficult to achieve without the compelling offer.
There is an art to crafting offers your clients and prospects won’t refuse, just as there is to crafting a stunning and irresistible ring.
Candidly, if profit is your goal, you’re better off learning the craft of offers, and let others make your jewelry.
Jim Ackerman has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He has teamed with Shane Decker for the Ultimate Jewelry Sales & Marketing Boot Camp, to be held this September. National Jeweler readers can get more information about the event and download a free report here.
More on Independents
The Latest
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
