CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
IndependentsOct 22, 2018
Squirrel Spotting: Who Needs Jewelry?
No one really but, luckily for us, people shop with their hearts, not their heads, Peter Smith writes.
Peter Smith has more than 30 years of experience building wholesale and retail sales teams. He currently is president of Vibhor Gems.
Buying jewelry makes absolutely no sense on a rational level. Even if customers had better transparency about why things cost what they cost, the idea that they pay thousands of dollars for jewelry just boggles the mind. Or does it?
Why do people buy jewelry? For that matter, why do they buy timepieces or quality writing instruments? Is it to signal that they are “in a relationship?” To “tell time?” To “write their grocery list?” Of course not.
We buy jewelry because the act of shopping itself ignites a neurological reward system in our brains that makes us feel good. Really good. Chocolate good.
Those neurological pathways have nothing to do with facts, figures or rationality, but don’t ever construe lack of rationality with a lack of need. The need is real. It is emotive, and it is often subconscious.
In “The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google,” Scott Galloway wrote: “The heart is a vast market. Why? Because most of our actions, including purchases, are driven by emotion. It’s easier, and more fun, than to turn to the killjoy brain for a predictable cost-benefit analysis, where the answer to ‘Should I buy this?’ is usually ‘No.’”
When a customer walks into your jewelry store, they have a need.
It might not be a readily identifiable occasion, such as a marriage, birthday or anniversary, but it is no less a need. In fact, I might suggest that a “no occasion” visit is filled with just as much possibility as one of the aforementioned milestones.
“Overloading customers on meaningless information is not a recipe for sales success. In fact, it’s probably the single biggest detriment to engaging customers.” — Peter SmithWhen we anticipate rewards—owning and wearing something beautiful, something that our friends and family will notice, something that will set us apart—we get a dopamine rush in our brains that supersedes any menu of details and product information offered by many salespeople
If you have ever found yourself wondering how a specific salesperson is so successful despite not being a product expert, the answer lies in that rush of dopamine.
Those salespeople are successful because they consistently tap into the emotional reasons that people make buying decisions. They don’t waste time tripping over meaningless product details and rationalizations.
That does not mean that a salesperson should not have a functional knowledge of the products they are selling, but it does mean
that overloading customers on meaningless information is not a recipe for sales success. In fact, it’s probably the single biggest detriment to engaging customers.
I used to work with a guy who liked to challenge the idea of making assumptions. He would frequently admonish that to “assume” is to make an ass of you and me. Get it … ass-u-me.
With respect, here’s my take: Always assume that a customer will buy when he or she visits your store. No exceptions.
Believing that customers visit your store to kick tires is unforgivable. The customer might not be able to immediately articulate why she or he is there but make no mistake, there is a very powerful reason.
It’s our job to make that emotional connection and to inspire them to reward themselves with a beautiful piece of jewelry.
Peter Smith is president of Vibhor, a public speaker and author of “Sell Something” and “Hiring Squirrels.” He spent 30 years building sales teams in retail and wholesale and he can be contacted at dublinsmith@yahoo.com, peter@vibhorgems.com, or on LinkedIn, Facebook or Twitter.
I used to work with a guy who liked to challenge the idea of making assumptions. He would frequently admonish that to “assume” is to make an ass of you and me. Get it … ass-u-me.
With respect, here’s my take: Always assume that a customer will buy when he or she visits your store. No exceptions.
Believing that customers visit your store to kick tires is unforgivable. The customer might not be able to immediately articulate why she or he is there but make no mistake, there is a very powerful reason.
It’s our job to make that emotional connection and to inspire them to reward themselves with a beautiful piece of jewelry.
Peter Smith is president of Vibhor, a public speaker and author of “Sell Something” and “Hiring Squirrels.” He spent 30 years building sales teams in retail and wholesale and he can be contacted at dublinsmith@yahoo.com, peter@vibhorgems.com, or on LinkedIn, Facebook or Twitter.
More on Independents
The Latest
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
