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
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
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.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
Weekly QuizJun 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
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.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
Events & AwardsJun 25, 2026
Watches & Wonders Announces 2027 DatesThe week-long event in Geneva is slated for April 2027.
SourcingJun 25, 2026
Annie Doresca, Mark Smelzer, Sara Yood Join Gem Legacy BoardThe three industry leaders bring financial, communications, and legal expertise to the nonprofit’s board of directors.
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
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.”
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.
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.
