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

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

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

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

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

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

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

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

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

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

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

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

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

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

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

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

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

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

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

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

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

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

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

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

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

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

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

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

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

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

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

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

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

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

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

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

×

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