The two have signed “heads of terms” for the tentative 10-year sales agreement they reached in June.
Squirrel Spotting: Reach Out and Touch Someone
Peter Smith’s latest column on the importance of physical contact will have you streaming Motown’s greatest hits in no time.

I love the Four Tops song “Reach Out (I’ll Be There).”
It’s got everything a great song needs—Levi Stubbs’ plaintive vocals, a great, driving bass line, wonderful lyrics and sublime harmonies.
In many ways, it could be the signature tune for Detroit, the city that gave us the Four Tops and that great Motown sound.
The song could also serve as the signature song for one of the most important disciplines in sales—touching our customers.
WATCH: The Four Tops, “Reach Out (I’ll Be There)”
Lawrence D. Rosenblum wrote in “See What I’m Saying” that: “When we touch someone, you activate a strip of your brain that runs from a spot just above your ears all the way to the top of your head. Touching also activates higher-level brain areas needed for recognition and reaction.”
Rosenblum echoes findings from the social-science community that frequently cite touching as a primary means to meaningful human connection.
Additionally, touching is a powerful way to combat anxiety and stress (guy shopping for an engagement ring perhaps?). There’s a reason we hug our children and our loved ones when they suffer setbacks, or physical or emotional pain. We’ve been making “boo-boos” go away for … well, it depends on how old you are.
Now, don’t think for a minute I’m suggesting we walk around all day hugging customers. Can you imagine?
Customer: “Hi. Do you guys change watch batteries?”
You: “As a matter of fact, we do. Now come over here and give me a hug!”
Yes? No? Probably not. How about this one:
Customer: “I’m upset that the prong on my ring appears to be broken.”
You: “Well, let’s hug a minute, and then I’ll take a look.”
Like I said, we can’t go around all day hugging everyone, but we should try to touch people at every opportunity, and the good news is that in jewelry stores, we get lots and lots of opportunities to do exactly that.
For instance, shaking hands can be the most natural thing in the world if conducted with authenticity (or a contrived gimmick if mandated across the board).
Decide for yourself when it feels right, and do it properly when you are doing it. Nothing feels worse than a bad handshake.
In “First Impressions,” Ann Demarais and Valerie White wrote about handshakes: “Their [social-psychologists’] findings indicate that a firm handshake, characterized by strength, vigor, duration, eye contact and completeness
I’ll add to that: If you’re a finger-breaker, get over yourself. We’re supposed to be connecting in a way that is good for two people, not auditioning to become a bricklayer.
Two additional and socially acceptable means of touching include the shoulder and the elbow.
It is perfectly fine to engage in a light touch of either and, needless to say, it’s a whole lot easier to do if you are on the same side of the counter as the customer. What a concept!
And, finally, the most obvious and appropriate means of touching your customer is when helping them to try on jewelry.
Necklaces, earrings, bracelets and rings all provide obvious and organic ways for appropriate human-to-human touching, and getting jewelry on customers is always a good idea.
We’ll leave the final word on this to Leonard Mlodinow, who wrote in “Subliminal: How Your Unconscious Mind Rules Your Behavior” that, “Scientists have discovered a particular kind of nerve fiber in the people’s skin—especially in the face and arms—that appears to have developed specifically to transmit the pleasantness of social touch.”
Now, if we could just put a tune to that and have Levi Stubbs sing it …
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent,” and “Sell Something: Principles and Perspectives for Engaged Retail Salespeople.” Both books are available in print or Kindle at Amazon.com. Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
The Latest

A New Hampshire store manager is the inaugural recipient of the grant for up-and-coming women in retail.

Available exclusively at Greenwich St. Jewelers, the “Nipple Collection” will benefit Living Beyond Breast Cancer.

Awareness is essential to proactive protection. Learn how to promote and maintain safety and security awareness in your business.

Watch as Edahn Golan, Sherry Smith and Avi Levy join Michelle Graff to talk pricing and trends in this controversial corner of the market.


The two companies initially partnered during the pandemic and had just signed a 10-year sales agreement in November 2022.

A classic diamond tennis necklace gets a whole lot cooler with a removable pendant.

Do you always want the right diamonds at the right price in your store? Introducing Dialog, the world’s first diamond subscription service.

Associate Editor Lauren McLemore recently spoke with Columbia Gem House’s Eric Braunwart about the uptick in non-traditional gemstone cuts.

“Pre-Owned Luxury by Rocksbox” offers secondhand jewelry from Kay, Zales, and Jared to members and non-members.

The museum is asking for the public’s help in finding thousands of pieces of ancient gold jewelry and gemstones stolen from a storeroom.

The company was recognized for one of its private-label, consumer-focused jewelry care lines.

A rare Chaumet necklace and 20th-century sapphire ring sold for double their estimates.

The plea comes against a backdrop of declining demand and falling prices.

Shoppers also expressed concern about rising prices, higher interest rates, and political uncertainty.

Participants from the first round of grants saw up to a 900 percent increase in their platinum sales.

According to the watchmaker, it features the first light-powered atomic timekeeping moon phase movement.

The contest is now open for submissions until Oct. 10.

The annual event will return to Rosemont, Illinois next August.

According to SpendingPulse, retail sales will increase in November and December but not necessarily for jewelers.

Police say Douglas Wayne Gamble also swapped natural diamonds for synthetic stones and failed to return customers’ repairs.

The designer just launched a new bridal range at Kay Jewelers.

Yunjo Lee has also worked on collections for Tiffany & Co. with Paloma Picasso and Frank Gehry.

Steve Levine joins the family-owned company, while his brother Gary has a new position.

The company has filed complaints against Royal Chain and Samuel B.

The two-stone style benefits from two-toned metal.

The event is moving just outside of Denver.