MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
IndependentsAug 08, 2017
Coach’s Corner: The Most Underutilized Selling Skill Is ...
Storytelling, according to Pat Henneberry, and it starts with making the customer feel like their story is being heard.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers.
I’ve been teaching how important storytelling at the counter is for more than 30 years. I am also preparing a new class on the subject for Hearts On Fire’s upcoming University (a three-day event to help retailers with their personal and professional development).
I believe we can all be great storytellers; it’s in our DNA.
Learning to sell through storytelling is, in my opinion, the single most underutilized tool a sales professional can have. Earning a customer’s trust is essential when it comes to selling. It always has been, and today it’s more important than ever before.
We know the new customer demands a unique experience and a connection with the salesperson. They also don’t want to be sold to. It’s human nature to want to make a connection with the person whom we’re buying from, to feel like our needs are understood and that the sales associate cares about more than just a commission.
Therefore, closing on a sale depends on the salesperson’s ability to make a customer feel as though their unique story is being heard.
The key here lies in understanding. As a customer, when we feel understood, communication with your sales associate is more natural, and we tend to feel a level of trust. Once trust is established, we are more open to hearing a sales associate’s story about how this item solves the customer’s problem or need.
From there, we can say “yes” without feeling pushed. No one wants to feel pushed.
Sell Stories, Not Jewelry
One of the most effective ways of making sure sales associates don’t come off as untrustworthy is to ensure they are thinking about their store, their brands and their potential customers as a collection of stories.
I tell sales associates, managers and owners every day that they should be able to tell a story about everything in their cases. Yes, they look at me like I am crazy (I am not.) Winning over customers is to think of everything in your cases and the store as a narrative that aligns with your customers’ stories.
We are living in a time of unprecedented knowledge and skepticism, and many of the old methods of persuasion selling are no longer good enough. In order to close a sale, we need to connect with our customers on an emotional level. I will go to my grave preaching this, and I preach it every day.
In almost all
Editors' Picks
Sponsored by
situations, people respond to great stories. Sales is no different. Sales associates must learn how to effectively encapsulate the value of what they are offering within the context of a customer’s pain point, as this is the best way to truly connect with them.
If you sit in one of my workshops or academies at Hearts On Fire, you know how passionate I am about this. I call it your customers’ “unspoken need.”
Sharing
But, how can we improve the quality of the stories the sales associates are telling?
A first step is to establish an environment of collaboration among your team that encourages them to share winning stories, compelling language and tips on objection-handling with one another on a regular basis.
Storytelling is most effective when it comes, as the saying goes, “straight from the horse’s mouth.”
Therefore, managers should find ways to collect peer-generated insights that sales associates can easily refer to as a refresher whenever and wherever they need it.
Practice your brand stories with everyone. You should be able to tell a story about everything in your cases and be able to connect the story to your customer. Working together on this will be essential.
An easy way to do this would be to assign items in your cases to a sales associate, and that associate will need to report back the brand or collection story and train the team on it. Everyone wins.
Best of luck!
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
If you sit in one of my workshops or academies at Hearts On Fire, you know how passionate I am about this. I call it your customers’ “unspoken need.”
Sharing
But, how can we improve the quality of the stories the sales associates are telling?
A first step is to establish an environment of collaboration among your team that encourages them to share winning stories, compelling language and tips on objection-handling with one another on a regular basis.
Storytelling is most effective when it comes, as the saying goes, “straight from the horse’s mouth.”
Therefore, managers should find ways to collect peer-generated insights that sales associates can easily refer to as a refresher whenever and wherever they need it.
Practice your brand stories with everyone. You should be able to tell a story about everything in your cases and be able to connect the story to your customer. Working together on this will be essential.
An easy way to do this would be to assign items in your cases to a sales associate, and that associate will need to report back the brand or collection story and train the team on it. Everyone wins.
Best of luck!
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
More on Independents
The Latest
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
