AuctionsNov 13, 2026
Historic ‘Romanov Sapphire’ Achieves $4.9M at Sotheby’sThe 197-carat Russian Crown jewel was the leading lot of Sotheby's white-glove Royal & Noble Jewels sale this week.
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.
More on Majors
The Latest
CollectionsNov 13, 2026
Maison Marcelle’s Bracelet Flows Like FabricThe “Équation” bracelet, our Piece of the Week, was built via 24 gold modules assembled into a piece that feels like fabric on the wrist.
IndependentsNov 13, 2026
Texas Jeweler to Close After 111 YearsAlter’s Gem Jewelry in Beaumont, Texas, is closing as Brian and Lori Alter retire to spend more time with family.
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.
Events & AwardsNov 13, 2026
Tiffany & Co., CFDA Unveil Second Jewelry Designer Award Finalists Five finalists have been chosen for the Tiffany & Co. x CFDA Jewelry Designer Award’s second cycle.
Weekly QuizNov 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 12, 2026
1 of 7 Men Charged in $100M Brinks Heist to Plead GuiltyThree of the other alleged perpetrators will stand trial next March, while two remain on the lam and one was deported late last year.
AuctionsNov 12, 2026
24-Carat ‘Bulgari Pink’ Diamond Sells for $14.8MUnseen for more than seven decades, the fancy intense pink diamond was the star of Christie’s Geneva jewelry auction.
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.
WatchesNov 12, 2026
Zadok Jewelers Now Offers Certified Pre-Owned Rolex WatchesThe curated selection is available online and at its showroom in Austin, Texas.
IndependentsNov 12, 2026
Greenberg’s Jewelers Welcomes New Fourth-Generation MembersThe next generation understands what makes the 126-year-old retailer special, said CEO and Co-President Elise Greenberg.
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.
ColumnistsNov 10, 2026
Who Checks the Facts When AI Writes Your Jewelry Copy?An incorrect AI-generated ad or product description can cost your store valuable consumer trust.
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.
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.
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.
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.
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.
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.
