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!
More on Columnists
The Latest
CrimeNov 12, 2025
Father, Son Jewelers in Chicago Victims in Double Homicide JSA and Cook County Crime Stoppers are both offering rewards for information leading to the arrest of the suspect or suspects involved.
AuctionsNov 12, 2025
‘Mellon Blue’ Diamond Sells for $7M Less Than It Did a Decade AgoA buyer paid $25.6 million for the diamond at Christie’s on Tuesday. In 2014, Sotheby’s sold the same stone for $32.6 million.
WatchesNov 12, 2025
Historic Rolex Oyster Fetches $1.7M at Sotheby’sMercedes Gleitze famously wore the watch in her 1927 swim across the English Channel, a pivotal credibility moment for the watchmaker.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
GradingNov 12, 2025
It’s Time: GIA’s Express Holiday Service Is Back GIA is offering next-day services for natural, colorless diamonds submitted to its labs in New York and Carlsbad.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsNov 10, 2025
Jewelers Focus on Love, Joy In 2025 Holiday Campaigns Tiffany & Co., David Yurman, and Pandora have launched holiday campaigns depicting their jewelry as symbols of affection and happiness.
SurveysNov 10, 2025
5 Things Retailers Should Know About Holiday Shoppers This YearThe National Retail Federation is bullish on the holidays, forecasting retail sales to exceed $1 trillion this year.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
AuctionsNov 10, 2025
300+ Colored Diamonds Up for Auction at Christie’sLate collector Eddy Elzas assembled “The Rainbow Collection,” which is offered as a single lot and estimated to fetch up to $3 million.
EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
