Events & AwardsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
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
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
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.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
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.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
