ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry Sales
Smith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
When everyone prattles on about how retail is going online, or how brick stores are yesterday’s news, they’re missing some important information that doesn’t always lend itself to bumper stickers or lazy one-liners.
In fact, it might even require the doomsday merchants to a pick up a book every once in a while and read it.
I do that a lot—read books, that is—as a lifelong commitment to over-compensating for poor decision-making in my youth. But that’s another story for another day.
In any case, while the psychology of human connection is rich with evidence about why people meeting people—even strangers—is good for our mental and physical health, something I read in a book last week put an exclamation point on things, and I wanted to share it with you.
The book, written by Ben Rein, a neuroscientist and lecturer at Stanford, is called “Why Brains Need Friends: The Neuroscience of Social Connection,” and the comment seems innocuous enough until it is put it into the context of our business and what we do.
Rein writes, “People in happy, loving relationships have higher oxytocin levels. When they think about their partner, brain areas that express oxytocin receptors light up.”
Think about that for a minute. The science is saying that just thinking about a loved one literally changes the chemical make-up of our brains.
That information may intuitively feel right, but we now have scientific proof that it is true.
Related stories will be right here …
In fact, it might even require the doomsday merchants to a pick up a book every once in a while and read it.
I do that a lot—read books, that is—as a lifelong commitment to over-compensating for poor decision-making in my youth. But that’s another story for another day.
In any case, while the psychology of human connection is rich with evidence about why people meeting people—even strangers—is good for our mental and physical health, something I read in a book last week put an exclamation point on things, and I wanted to share it with you.
The book, written by Ben Rein, a neuroscientist and lecturer at Stanford, is called “Why Brains Need Friends: The Neuroscience of Social Connection,” and the comment seems innocuous enough until it is put it into the context of our business and what we do.
Rein writes, “People in happy, loving relationships have higher oxytocin levels. When they think about their partner, brain areas that express oxytocin receptors light up.”
Think about that for a minute. The science is saying that just thinking about a loved one literally changes the chemical make-up of our brains.
That information may intuitively feel right, but we now have scientific proof that it is true.
So, tell me again how throwing product information and well-meaning platitudes at customers makes sense when we engage them in retail stores?
We so often see salespeople equip themselves with more product knowledge than you can shake a stick at.
Able and ready to wax poetic about crown angles, refractive index, and culets, telling customers where a piece was made, and what the alloy composition is.
Product information is nice to have, but it should be viewed like alcohol and ice cream—best consumed in small doses and with extreme caution (Sauvignon Blanc and mint chocolate chip, if you must know).
If you want to fundamentally change the nature of a conversation and ensure your customer’s brain chemistry works for them and with you, ask them to tell you about their loved one.
Ask him how they met. Ask her what she loves most about her partner.
Our brains were evolutionarily wired to respond to engagement and storytelling. It’s literally how we survived.
“Hey Thog (an AI-verified classic caveman name), have you noticed the mastodons hanging around the river lately?”
“I have not, Drokk, (AI-verified, again) thanks for the heads up!”
Now imagine if Thog and Drokk had decided instead to chat about alluvial diamond deposits or the nature (pun intended) of lab-grown diamonds. “Hey Drokk, what’s a lab?”
Exactly. Mastodon eats Drokk and Thog, while the former is preaching about stuff nobody cares about, and there’s no you today.
Ask your customer about things that matter to them. There’s nothing that matters more to a customer than the person they love.
Just thinking about them ignites a rush of oxytocin, the feel good chemical, in our brains.
For now, I’ve got to take myself off to Starbucks for a peppermint mocha latte, no whipped cream, for my love, lest she wakes up and goes all mastodon on me for slacking.
Happy retailing!
More on Columnists
The Latest
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
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.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
