Editors

10 Tips for Selling Diamonds This Holiday Season

EditorsNov 27, 2023

10 Tips for Selling Diamonds This Holiday Season

Sales experts and a diamantaire share their best advice on how to send customers home with diamond jewelry.

De Beers Metamorphosis high jewelry earrings
A pair of titanium, gold, and diamond earrings from De Beers’ “Metamorphosis” high jewelry “Winter” collection. Ahead of the holiday season, Associate Editor Lenore Fedow asked three sales experts and a diamantaire for their top tips on how to sell diamonds this year.
With the holiday season swiftly approaching, jewelers are hoping shoppers will have diamond jewelry on their wish lists, but declining demand could put a damper on the festivities.

India has called for a two-month moratorium on rough diamond imports while De Beers Group’s rough diamond sales hit a pandemic-level low as it gives sightholders flexibility in a challenging market. 

While the situation seems uncertain heading into the 2023 holiday season, the jewelry industry may just surprise us like it did during the pandemic. If it does, we’ll likely have savvy salespeople to thank.

In lieu of asking for a holiday miracle, National Jeweler asked sales and diamond experts for their best tips for selling diamonds.

Ask this key question before you show the customer any diamonds.

James “Jimmy” DeGroot, a professional jewelry sales and operations trainer and speaker, has been in the management and jewelry business for more than 20 years.

He shared the importance of knowing what matters to your customer.

Start by asking, “What’s important to you in a diamond?”

“If you don’t know the answer to this question, you’ll waste a lot of time doing show and tell and greatly decrease your connection with the customer and thus your likelihood of closing the sale,” he said.

“You can best guide your customer through the sale by asking great questions rather than pulling out every diamond you have.”

Education at the counter is key.

Pat Henneberry, a sales expert better known to the industry as the “Jewelry Coach,” echoed DeGroot’s sentiment about figuring out what matters to your customer, but also stressed the importance of helping them make an educated choice.

With all the information, reliable or not, available online, it’s important for a salesperson to share their own expertise.

“What bugs the crap out of me is when people say, ‘Let the customer decide,’” said Henneberry, adding this practice is particularly bothersome when it comes to lab-grown versus natural diamonds.

“Customers have no idea what they really want when they walk into your store. Who knows what sites they’ve been reading or where they got their information,” she said.

It’s the job of the sales associate to educate the customer, like about the differences between lab-grown and natural diamonds and their respective value.

“It takes time to walk a customer through what I call ‘their unspoken need,” she said.

“We know sparkle, design and size are important. But now we have to add a new story at the counter and that’s perceived value. What does your customer perceive as valuable?”

To answer this question and better serve the customer, you have to ask relevant questions and answer their inquiries honestly.

Consumers are visiting jewelers for guidance.

Mark Klein, vice president of wholesaler Julius Klein Diamonds, shared his experience with speaking to retailers who aren’t exactly sure what their customer wants.

Poor communication leads to a lot of back-and-forth between the wholesaler and the retailer, and, ultimately, can make for an unhappy end consumer.

“I feel like there’s not enough hand-holding at the counter,” said Klein.

Customers easily can buy a ring online so if they’ve walked into a store instead, that means they’re looking for an expert opinion.

“They’re walking into the store, they’re looking for guidance, they’re looking for someone who is professional and can guide them through the step-by-step process,” he said. “People are still coming in because they want that experience.”

That is why, Klein noted, personal jewelers and concierge shopping services are becoming more popular.

“Get as much clear and concise information from your customer as possible. Really, truly understand what they need and what you can offer them. That way, you can make a sale coming from the store or call one of your suppliers and get the right thing at the right time,” he said.

The benefits come after the features.

Once you’ve established what the customer wants and values, including their budget and personal style preferences, then you can get into the details.

“Explain the benefit of [lab-grown and natural] to your customer. But remember, the benefits come after features and never give features without telling the benefit to them individually,” said DeGroot.

For example, a salesperson would say to their customer Sarah, “This natural diamond has that warmer color characteristic that you asked for so that it matches perfectly in your grandmother’s ring.”  

“The feature is the color and the benefit to Sarah is that it matches grandmother’s side melee,” he said.

 Related stories will be right here … 

Don’t focus only on the price.

Price may not be of the utmost importance to every customer.

“If you’re new to the jewelry business in the past few years, you may have found it rather easy to sell lab-grown diamonds because of the price,” said De Groot.

“More seasoned veterans, however, understand that there’s so much more to our industry than price.” 

When salespeople listen to their customers and assess what’s important to them, the answer won’t always be size and price, he said.

“We need to stay sharp as sales professionals and be able to match our customer’s desires to the appropriate product. This takes ongoing training and practice.”

Don’t undersell.

Peter Smith, a sales expert, author, and National Jeweler columnist, shared his advice for working with a customer’s budget.

“Don’t undersell the customer. Once you’ve established their budget, know that it is a safety net only, not what they are willing to spend,” he said.

“What they’re actually saying is, ‘Here’s my low bar, but feel free to inspire me.’”

Smith recommended keeping in mind the paradox of choice, which is the theory that limiting the number of choices and only showing customers a few things makes for a better, less stressful experience.

Show three items, he said, including one at their budget, one that’s twice their budget, and one that’s somewhere in the middle.

This will make a huge difference in your average ticket, he said.

Customers presume higher prices mean better quality, he added.

“If you are selling lab-grown [diamonds], sell bigger and watch your average ticket. Don’t unwittingly conspire to reduce your average ticket and hurt your business, and disappoint the customer,” said Smith.

The best way to measure value, he said, is by how satisfied the customer is.

“No customer wants to second-guess whether they got the best discount or not as they leave your store. Inspire the customer to spend more and dispense with any regret they may have about pricing nonsense.”

For engagement ring purchases, send the customer on a fact-finding mission.

Klein shared helpful advice for salespeople to pass along to customers looking to buy an engagement ring for their significant other.

When friends ask him about ring prices, specifically how much they should spend, he tells them to look at the rings of friends or family members who have recently gotten engaged. 

Their partner likely will expect a ring that’s about the same size and quality.

“If everyone they know in the neighborhood is getting a 1-carat, you should get them a 1-carat,” he suggested.

That isn’t true for everyone, admitted Klein, as some people will have their own style or value different things, but it’s common practice to compare your ring with those of friends and family, and buying accordingly could make for a happier customer.

Ask for the sale.

Smith has written an entire column for National Jeweler dedicated to this tip.

“Customers say yes about 70 percent of the time when a salesperson asks for the sale in an assertive and confident manner,” according to Smith’s column, citing data from sales expert Jeb Blount.

The most talented salespeople tend to be optimistic, noted Smith, and want to provide good service to their customers.

They don’t fear rejection or take it personally, and don’t worry about making customers feel uncomfortable by asking for the sale.

Storytelling is an essential element.

Henneberry is a big believer in the power of storytelling, so much so that she teaches a class on it.

“Share the stories of famous natural diamonds, such as the Hope Diamond or the Koh-i-Noor, to evoke a sense of wonder and history. [There are] many great stories to share,” she said.

When selling natural diamonds, note that customers tend to associate them with tradition, heritage, and sentimental value, said Henneberry.

By tapping into these emotions, you can create a stronger connection with the customer.

For sustainability-focused customers, share stories, when applicable, about the diamond’s origin, she said. “Ethical and responsible sourcing practices can be a compelling selling point for natural diamonds,” said Henneberry.

Lastly, natural diamonds often have unique characteristics, like inclusions and color variations, which can be a motivating selling point.

“Highlight these distinct features as part of their charm,” she suggested.

Be honest about trade-ins and buybacks.

The future value, or possible lack thereof, of lab-grown diamonds has been a hot topic in the industry.

“Many stores are having customers actually sign a receipt to the effect that the future value of lab-grown diamonds is undetermined and that trade-ins and buybacks cannot be guaranteed,” said De Groot.

While there also is uncertainty about natural diamond prices, he said, they tend to be more stable. 

“Make no guarantees outside of your individual store policies on trades and buybacks. Whatever your individual store’s policy is on any diamonds you sell, know it well and be sure to inform your customer of your store’s policies before they purchase.”

The Latest

Bonhams New Bond Street London flagship
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives Replaced

London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.

De Beers Diamond View Zoom machine with monitor
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument Demo

The workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.

Two brooches stolen in the October 2025 heist at the Louvre Museum in Paris
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

DEBEERS_DAY4_DSC_1023-01_1872x1052.jpg
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond Jewelry

From sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.

Wyld Box Jewelry Ray of Light Large Drop Earrings
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ Earrings

Founder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.

Weekly QuizOct 16, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Tiffany & Co. Bird on a Rock pendant
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, Kering

The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

Cullinan Diamond Mine plant
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

BTYB10.25_Header.jpg
Brought to you by
Are Earrings an Overlooked Category? What Retailers Need to Know Now

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

Million Dollar Hip Hop Watches by Leon Schäfers, Jeanette Lang, Tobias Kargoll
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch History

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

Alexis Vourvoulis
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & Watches

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

Taylor Swift engagement ring Greenwich St
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds Edition

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Rahaminov Diamonds Emerald-Cut Diamond Bracelet
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the Holidays

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

Fancy vivid purplish pink diamond
AuctionsOct 22, 2025
Pink Diamond, Vanderbilt Jewels to Headline Phillips’ Geneva Auction

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 22, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Tiffany & Co. Bird on a Rock by Tiffany High Jewelry Lariat
CollectionsOct 22, 2025
Tiffany & Co.’s ‘Bird on a Rock’ Finds New Perch

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Jewelers for Children Halloween contest
Events & AwardsOct 22, 2025
JFC Kicks Off Halloween Costume Challenge

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Hillsborough show
Events & AwardsOct 22, 2025
Hillsborough Antique Show Gets New Owner

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

Bicolor pink and colorless diamond
GradingOct 21, 2025
GIA Examines Rare Bicolor Pink Diamond

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Pomellato Rodeo Drive Flagship Exterior
MajorsOct 21, 2025
Pomellato Brings ‘Global Attitude’ to Rodeo Drive Flagship

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

Grown Brilliance NYC Flagship Exterior
Lab-GrownOct 21, 2025
Grown Brilliance Opens First Flagship

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

Douriean Fletcher Messenger Collection
Events & AwardsOct 21, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MAD

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Sothebys the glowing rose pink diamond
AuctionsOct 20, 2025
Sotheby's To Auction 10-Carat Vivid Pink Diamond

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

2025_Gemfields logo.jpg
SourcingOct 20, 2025
2 Mozambique Police Officers Killed at Gemfields’ Ruby Mine

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

Empress Eugénie’s pearl and diamond tiara
CrimeOct 20, 2025
See the ‘Priceless’ Jewels Stolen During Daytime Heist at the Louvre

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Lauren Gayda
SourcingOct 20, 2025
Pristine Gems Names New Director of European Sales

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

Charles London, Mayer and Fran Udell, Mark and Candy Udell
IndependentsOct 17, 2025
From the Jazz Age to the Information Age: London Jewelers Turns 100

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

The Edit – A Gallery of Italian Jewelry Masterpieces Graphic
Events & AwardsOct 17, 2025
An Edit of Italian Jewels Is Coming to NYC

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy