Columnists

Peter Smith: Is That All There Is? Have We Peaked?

ColumnistsSep 19, 2024

Peter Smith: Is That All There Is? Have We Peaked?

Smith addresses fears about a plateaued market with a reminder that retailers who do it right always will have room to grow.

National Jeweler columnist Peter Smith
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
I’m starting this column from Heathrow Airport in London on the back end of a terrific vacation with my better half.

In addition to serving as a much-needed break from the daily machinations of doing our respective jobs, this trip has proven to be a wonderful catalyst for reflection and perspective.

We’ve had Premier League football (my wife Sherry’s first experience of “the beautiful game” in England) at Craven Cottage, home of Fulham FC, as they took on and, unfortunately, beat my brother’s favorite team, Leicester City.

We had a marvelous day in Oxford, imagining Harry Potter villains were watching us, perched atop and within the hallowed buildings of Christ Church, which counts multiple prime ministers and esteemed other foreign leaders amongst its alum … oh and, lest I forget, the author Lewis Carroll of “Alice’s Adventures in Wonderland” fame.

I discovered that detail while enjoying high tea in the Alice Room at The Randolph Hotel and wondered aloud why the walls were adorned with cool and slightly funky oversized artwork depicting Alice and friends in their Wonderland.

We also loved a couple of trips to Portobello Road Market in Notting Hill (yes, the Hugh Grant and Julia Roberts Notting Hill).
 

Colorful umbrellas Camden Market
Peter Smith shared this snap of the colorful ceiling of umbrellas at Camden Market he spied while on vacation in London.

On our second visit, absent the throngs of shoppers from our Saturday sojourn, we were enjoying lunch outside at a small Italian restaurant when our conversation turned to a familiar topic for us, the retail experience.

We loved the canopy of colored umbrellas we’d seen at Camden Market a couple of days earlier.

We laughed at the sight of a small Fiat car, sliced down the middle and serving (sorry for the pun) as brilliant window art in a pizza restaurant, and we had generally marveled at the assortment of fun and interesting retail theater in Soho and throughout our vacation in the Greater London area.


Pizza Fiat Camden Market
Smith also took a picture of this cleverly repurposed car he spotted in the window of a pizza shop.

As we consumed the myriad sights and sounds, I was reminded of the power of fun retail experiences, and how, at its best, physical retail can be the most wonderful theater, emotionally engaging, experiential, and rewarding in and of itself.

In contemplating another fabulous year in independent retail jewelry here in the United States—as a strong August has the independents now tracking ahead of what ended up being a fantastic year in 2023—I was reminded once again that the spoils go to those who fully embrace the best of what retail can offer and execute well. 

I know of retail jewelers who are outperforming the market and, regretfully, I also know far too many who are underperforming. 

In a post-pandemic environment, where the rising tide of recent years allowed all-comers to jump aboard, the minimum requirement now is solid execution of retail fundamentals. 

In recent weeks, I’ve had two industry colleagues ask me if I thought we had peaked; if, in one instance, perhaps his business had plateaued and, in the second instance, if we as an industry have begun to see a maturation of the market in the U.S. 

In answer to the maturation of the market, I ask you to cast your memory back to 2019. 

The jewelry business had come off a phenomenal year, and we were asking ourselves how we got there and how long the ride could possibly last. Had someone told us then that we would see more than 50 percent growth in the next two or three years, we wouldn’t have believed it. 

But we did get there, and customers voted with their wallets and made it abundantly clear that jewelry and timepieces mattered, and they were glad to take discretionary dollars and spend them in jewelry stores when they couldn’t spend them elsewhere.

The abiding message of the period was that jewelry stores held great appeal to consumers, and they were happy to reward stores with bigger returns than we could ever have imagined.

As 2023 turned to 2024, the rising tide that rewarded everybody has become a lot more discerning. 

Dysfunctional retailers are being found out. We are seeing, to paraphrase Warren Buffett, who was swimming naked when the tide went out. 

 Related stories will be right here … 

It is easy to mask a multitude of sins when driving record sales. 

That condition wasn’t specific to the events of recent years (if you look closely enough, you could see it all over our industry at retail and on the supplier side), but it was magnified beyond our wildest imagination. 

It was, quite frankly, easy to believe you were a good retailer even though you were not. 

Conversations about peaking, or maturation of markets, make sense off the back of superb execution, and superb execution can be as complex as Carroll’s rabbit hole. 

What it must include, however, is an experience that excites the senses—scent, visual, sound, lighting, touch … perhaps even an old Fiat—and an attitude of “less not more” when it comes to product stories; don’t make your customers work too hard to decide what you are. 

It should include technology that enhances the customer experience, data analysis (don’t get me started on the gut-instinct merchants) and hiring the right people (you not having a plan does not mean there are no viable candidates). 

“It’s time to get busy being great.”

It also must surely include an ongoing training plan designed to influence consumer behavior (which does not mean loading up your sales team with so much product information that they become a danger to customers), and it should include a path to engage both career-minded employees, and those just looking for engaging work that aligns with their quality-of-life needs. 

It should offer a compensation plan that reflects an improvement over what they can earn in less-taxing environments and the chance to work in a culture built on respect for all employees, one that affords them the opportunity to do good work with good people. 

I am and will remain a staunch believer in great retail and great retailers. The numbers reflect that there are enough of them doing enough good stuff to see this remarkable journey continue for the foreseeable future. 

For retailers who have regressed from the highs of recent years, this is not the time to assign blame or look for scapegoats in your organization, but to honestly reflect on your execution, identify what needs to change, and reach out to people who can help shine a light on missed opportunities in your business. 

In short, it’s time to get busy being great.  

Happy retailing! 

The Latest

The Edge and The Edge Retail Academy Logos
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in September

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

Miseno Arco Earrings
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ Earrings

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

James Avery Texas charm
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief Efforts

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Kelly Osbourne Engagement Ring
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as Honey

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

Weekly QuizJul 10, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Penny Preville Anniversary Bangles and Penny Preville
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry Design

The brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.

Exterior shot of Alvin Goldfarb Jeweler in Bellevue, Washington
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb Jeweler

Goldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

LVMH chairman and CEO of the Americas Michael Burke
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the Americas

Longtime LVMH executive Michael Burke has stepped into the role.

A calligraphy sculptural ring made in 18-karat Fairtrade gold (Photo by: Jamie Trounce)
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC

Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.

Vickie Rokkos
MajorsJul 10, 2025
Hearts On Fire Appoints New Sales Director

Vickie Rokkos has joined the jewelry company as its new national sales director of North America.

Mikimoto The Bows high jewelry necklace
SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says

Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.

1 NJ-Supplier-Bulletin-Snake-One.jpg
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show Tips

Sponsored by Rio Grande Jewelry Supply

Cece Jewellery For the Love of Fruits Pendants
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s Sweetness

The “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.

Graphic showing images from National Jeweler’s top 5 stories 2025
EditorsJul 09, 2025
The Most-Read Stories of 2025, So Far

Diamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.

 The Dash Diamond Crater of Diamonds State Park
SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in Arkansas

They discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.

Mikimoto Les Pétales Campaign Imagery and Les Pétales Necklace
CollectionsJul 08, 2025
Mikimoto’s High Jewelry Collection Turns Pearls into Petals

The “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.

David Rotenberg of David Craig Jewelers
IndependentsJul 08, 2025
David Rotenberg of David Craig Jewelers Dies at 79

Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.

Diamond Divas Cast
TechnologyJul 08, 2025
‘Diamond Divas’ Brings the Showroom to Social Media Reality Series

It follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.

SMO Golden Gala
Policies & IssuesJul 08, 2025
SMO Gold Launches New Foundation

In its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.

Stock image of container ship in port
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials Say

The announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.

David Kellie
SourcingJul 07, 2025
Natural Diamond Council CEO David Kellie To Step Down

Kellie, who joined the organization in 2019, will remain in his role through the end of 2025.

Suspects in Glendale burglary
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store Burglary

Police officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.

Ella Klein Internship
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship

The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.

GIA iD100® Technology
Supplier BulletinJul 03, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Madison Keys in Brilliant Earth campaign
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New Ambassador

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

Muse Nordstrom shop-in-shop
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry Hall

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy