CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsAug 26, 2024
Longtime Industry Sales Trainer Lenny Zell Dies at 97
Said to be the first to write a jewelry sales manual for the industry, Zell is remembered for his zest for life.
Leonard (Lenny) Zell of Professional Sales Training died last week at the age of 97. (Photo courtesy of AAsum-Dufour Funeral Home)
Albany, Ore.—Leonard (Lenny) Zell, a sales trainer who was said to be the first to write a manual on jewelry sales, died on Thursday in Albany, Oregon.
He was 97.
Zell was born on June 28, 1927, to Harry and Hannah Zell, according to his online obituary.
He went on to attend Columbia Prep, the University of Southern California, University of Washington, and University of Portland before joining the family business in 1949.
While working alongside his father and uncles, the founders of Zell Bros. Jewelers in Portland, Oregon, he learned that the business wasn’t just about selling jewelry but selling memories.
At Zell Bros. he originally focused on watch repairs before moving on to sales.
He learned from his father, a “master” salesman, according to Zell’s obituary, seeing the smile he kept on his face while talking to customers.
“My experience is that the person with the most outstanding smile and enthusiasm outsells all other salespeople regardless of experience or product knowledge,” Zell said to JCK for a 2009 story on sales tips.
As the business expanded, Zell later became manager of its location in Portland’s Washington Square shopping center.
It was during this time that Zell met the customer who later became his wife, Marietta. They wed in Maui in 1993.
In 1972, after Zell Bros. was sold to Zale Corp., Zell became the manager of a mall-based Zales store.
During this time, he trained other Zale Corp. employees and found his calling for the rest of his professional career.
Zell started his business, Professional Sales Training, in 1981, working with clients from top jewelry companies across the globe and becoming a well-known instructor and educator who always encouraged his students to smile.
He also contributed articles on sales to trade publications and wrote the first-of-its-kind “Jewelry Sales Manual,” which became an industry standard.
He worked well into his 90s and was known to continue to answer emails or phone calls from retailers in need of sales advice even after he retired, according to a 2023 profile on Zell by Southern Jewelry News.
Aside from sales training, Zell’s passions in life included photography, skiing, scuba diving, tennis, going to Oregon’s Cannon Beach, eating RingSide onion rings, and writing a poem for every wedding anniversary and birthday.
“His zest for life was inspiring, his optimism boundless, and he was proud to have made a difference in so many lives,” said his online obituary.
He is survived by his wife of over 30 years, Marietta.
Zell was preceded in death by his sister Marilyn.
Remembrances can be made to B’nai B’rith Camp in Lincoln City, Oregon, and Temple Beth Israel in Portland.
To send flowers or have a tree planted in Zell’s memory, visit the AAsum-Dufour Funeral Home’s website.
He was 97.
Zell was born on June 28, 1927, to Harry and Hannah Zell, according to his online obituary.
He went on to attend Columbia Prep, the University of Southern California, University of Washington, and University of Portland before joining the family business in 1949.
While working alongside his father and uncles, the founders of Zell Bros. Jewelers in Portland, Oregon, he learned that the business wasn’t just about selling jewelry but selling memories.
At Zell Bros. he originally focused on watch repairs before moving on to sales.
He learned from his father, a “master” salesman, according to Zell’s obituary, seeing the smile he kept on his face while talking to customers.
“My experience is that the person with the most outstanding smile and enthusiasm outsells all other salespeople regardless of experience or product knowledge,” Zell said to JCK for a 2009 story on sales tips.
As the business expanded, Zell later became manager of its location in Portland’s Washington Square shopping center.
It was during this time that Zell met the customer who later became his wife, Marietta. They wed in Maui in 1993.
In 1972, after Zell Bros. was sold to Zale Corp., Zell became the manager of a mall-based Zales store.
During this time, he trained other Zale Corp. employees and found his calling for the rest of his professional career.
Zell started his business, Professional Sales Training, in 1981, working with clients from top jewelry companies across the globe and becoming a well-known instructor and educator who always encouraged his students to smile.
He also contributed articles on sales to trade publications and wrote the first-of-its-kind “Jewelry Sales Manual,” which became an industry standard.
He worked well into his 90s and was known to continue to answer emails or phone calls from retailers in need of sales advice even after he retired, according to a 2023 profile on Zell by Southern Jewelry News.
Aside from sales training, Zell’s passions in life included photography, skiing, scuba diving, tennis, going to Oregon’s Cannon Beach, eating RingSide onion rings, and writing a poem for every wedding anniversary and birthday.
“His zest for life was inspiring, his optimism boundless, and he was proud to have made a difference in so many lives,” said his online obituary.
He is survived by his wife of over 30 years, Marietta.
Zell was preceded in death by his sister Marilyn.
Remembrances can be made to B’nai B’rith Camp in Lincoln City, Oregon, and Temple Beth Israel in Portland.
To send flowers or have a tree planted in Zell’s memory, visit the AAsum-Dufour Funeral Home’s website.
The Latest
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
