ColumnistsJan 23, 2024
The PR Adviser: Don’t Be Afraid to Fly ColumnistsJan 30, 2024
Coach’s Corner: 7 Things Luxury Customers Expect
From personalization to consistency, Pat Henneberry breaks down the keys to keeping high-end clients coming back.
Pat Henneberry is a strategic consultant, speaker, and trainer. She can be reached via email at pat@pathenneberry.com or via her website, PatHenneberry.com.
I know it’s been a while since my last Coach’s Corner column, but I return with renewed vigor and a keen desire to help jewelers provide the best possible customer service.
In my first column back, I attempt to answer a pressing question facing jewelers—what type of customer service does today’s luxury customer expect?
It starts with service that is tailored and/or even exclusive to that particular customer and goes on to include consistency across all touchpoints and attention to detail.
1. Personalization. Tailored service that acknowledges luxury customers’ preferences, past purchases, and individual tastes is crucial. Remembering details about their preferences without them having to repeat themselves is highly appreciated.
My mother and I love a neighborhood restaurant with great food; we go once a month. They not only know our names but also our favorite dishes. That’s why we spend more and keep going back.
2. Exclusivity. Offer exclusive access to events, products, or services not readily available to the public. VIP treatment, private shopping experiences, or limited-edition items can enhance their perception of luxury.
3. Exceptional Service. Prompt and attentive service is expected. Quick responses to queries, efficient handling of issues, and a high level of expertise in the products or services being offered are important.
Stay on top of your vendors to offer training for your staff. Becoming experts on everything you sell is a must and the great vendors will offer that to their retailers.
4. A Seamless Experience. Streamlined processes, from browsing to purchasing to after-sales service, are essential.
Making transactions easy, whether online or in-store, without any hiccups is important.
Your customers give up too quickly today. If things are not seamless, moving forward, they will lose patience and walk.
Related stories will be right here …
In my first column back, I attempt to answer a pressing question facing jewelers—what type of customer service does today’s luxury customer expect?
It starts with service that is tailored and/or even exclusive to that particular customer and goes on to include consistency across all touchpoints and attention to detail.
1. Personalization. Tailored service that acknowledges luxury customers’ preferences, past purchases, and individual tastes is crucial. Remembering details about their preferences without them having to repeat themselves is highly appreciated.
My mother and I love a neighborhood restaurant with great food; we go once a month. They not only know our names but also our favorite dishes. That’s why we spend more and keep going back.
2. Exclusivity. Offer exclusive access to events, products, or services not readily available to the public. VIP treatment, private shopping experiences, or limited-edition items can enhance their perception of luxury.
3. Exceptional Service. Prompt and attentive service is expected. Quick responses to queries, efficient handling of issues, and a high level of expertise in the products or services being offered are important.
Stay on top of your vendors to offer training for your staff. Becoming experts on everything you sell is a must and the great vendors will offer that to their retailers.
4. A Seamless Experience. Streamlined processes, from browsing to purchasing to after-sales service, are essential.
Making transactions easy, whether online or in-store, without any hiccups is important.
Your customers give up too quickly today. If things are not seamless, moving forward, they will lose patience and walk.
5. Attention to Detail. Attention to the finer details can make a huge difference.
This includes packaging, presentation, and even small personal touches that make the experience memorable. We’ve all heard it, and we’ve all been part of it—presentation is everything!
6. Consistency. Maintaining a high level of service consistently across all touchpoints and locations is key.
Luxury consumers expect the same level of service whether they’re interacting with a brand online, in a flagship store, or elsewhere.
If you have more than one store, make sure all your stores deliver the same look, feel and voice.
Everyone must be telling the same story, a topic that deserves an entire column in and of itself.
7. Relationship-Building. Building a long-term relationship is crucial. Luxury consumers value brands that invest in cultivating relationships beyond just a transaction, often involving personalized follow-ups and offers.
You may think it’s old-school, but this hasn’t changed, and it will keep your customers coming back.
Even if you carry a visible brand and customers will walk in because you carry that brand, you still need to invest in building a relationship with your customers. They have choices on where they will buy.
Understanding these expectations and tailoring customer service to meet these standards is vital for retailers who are seeking to retain their high-end clientele.
Here’s to making 2024 a year of customer service. Let’s roll back the clock and focus on what really matters.
It’s our customers, sell-through and growth!
Editors' Picks
Sponsored by
More on Columnists
The Latest
Lab-GrownNov 10, 2026
GIA Examines Pink Lab-Grown Diamond Made to Look NaturalThe 6-carat CVD-grown pink diamond was “deliberately modified” to mimic the appearance of a natural rough diamond, the lab said.
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
