AuctionsFeb 18, 2026
Joanna Carson’s Jewels Head to AuctionThe estate of the model, philanthropist, and ex-wife of Johnny Carson has signed statement jewels up for sale at John Moran Auctioneers.
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
PodcastsFeb 18, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
Policies & IssuesFeb 18, 2026
Community for Ethical Jewelry Looks for Executive DirectorThe organization is seeking a new executive director to lead it into its next phase of strategic growth and industry influence.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
Events & AwardsFeb 18, 2026
DCA to Host Gemstone Selling Education Session at IJO EventThe nonprofit will present a live, two-hour introductory course on building confidence when selling colored gemstones.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
