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.
IndependentsDec 04, 2018
Squirrel Spotting: Don’t Say ‘No’ to Your Customers
Say these things instead, suggests National Jeweler guest columnist Sherry Smith.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She can be contacted at sherry@edgeretailacademy.com.
When I ran my jewelry stores, it would frustrate me to hear salespeople ever say “no” to our customers. The word sounds dismissive, it is frequently a poor substitute for creative thinking and it almost always is disappointing to our customers.
To focus our efforts on what we could do for our customers, we banned the word no from our sales floor. We challenged our team to find the “yes,” or an alternative solution, when responding to our customers’ questions.
Here are a few examples of where you could insert a yes, or at least suggest an alternative, instead of just saying no.
When a Customer Asks If You Carry a Particular Brand (when you don’t)
• Respond by asking open-ended questions such as: What is your favorite thing about that brand? Or: Is there a specific piece that you were looking for?
• You might discover that it isn’t the brand the customer is set on, but a certain look or style. This will give you an opportunity to pull out similar items and turn it into a sale.
When a Customer Asks If Can You Repair This Piece of Jewelry (and you cannot because it is a fragile or worn item or a piece of costume jewelry)
• Tell the customer what you can do for them.
• Show them a similar item and point out its qualities, telling them that it is occasionally better to buy a replacement piece than to undertake the costs (and risks) of trying to repair certain pieces.
When a Customer Asks for a Discount (and you don’t discount)
• Respond by emphasizing what they get when they purchase from you, such as your warranty or appraisal for significant purchases, or perhaps it is a free ring sizing, complimentary engraving or a gift bag filled with small gifts.
• Another potential response would be to show your customers your clearance (aged/non-performing) jewelry for which you might be able to offer a discount.
When a Customer Asks to Speak to the Owner
• Answer “of course,” then start with the customer and attempt to gather pertinent information.
• Oftentimes, the salesperson will be able to take care of all the customer’s needs.
• When wrapping up the transaction, bring the owner in to say a quick hello and acknowledge that the customer’s initial request was heard.
When a Customer Asks for Services You Don’t Provide
• Act as a concierge by presenting
your customers with referrals. Always have in your arsenal people and places you would confidently refer your customers to.
• Be sure to have all their contact information readily accessible. Offer to call your contact to let them know you’re sending over your good customer in need of their services.
Saying “no” is a state of mind. In most cases, there are better options that will more readily engage your customer.
Have a little fun by challenging yourself and your team to eliminate saying no. Your customers will thank you for it.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She is also a business advisor to select independent jewelry stores. Smith was a principle partner in her own retail jewelry stores for 20 years. She can be contacted at sherry@edgeretailacademy.com.
• Be sure to have all their contact information readily accessible. Offer to call your contact to let them know you’re sending over your good customer in need of their services.
Saying “no” is a state of mind. In most cases, there are better options that will more readily engage your customer.
Have a little fun by challenging yourself and your team to eliminate saying no. Your customers will thank you for it.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She is also a business advisor to select independent jewelry stores. Smith was a principle partner in her own retail jewelry stores for 20 years. She can be contacted at sherry@edgeretailacademy.com.
More on Independents
The Latest
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
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.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
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.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 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.
PodcastsFeb 25, 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.
