AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
ColumnistsSep 02, 2020
Coach’s Corner: How to Keep Your Customers Engaged
Whether it’s live chat or a good old-fashioned phone call, The Jewelry Coach Pat Henneberry explains why keeping in touch is so important right now.
Pat Henneberry is president of consulting and sales training company The Jewelry Coach. Reach her at 512-203-3414, or on Facebook, Twitter or LinkedIn.
Howdy from Texas! Pat Henneberry here.
I wanted to check in with you all (or y’all as we say in Texas) to see how everyone is doing.
I know you’re still experiencing challenging times and it can be difficult to focus on business when so much is going on in our lives and in the world, but our businesses are how we take care of our employees, our families, our communities and ourselves.
I want you to ask yourselves, what changes have I implemented to take advantage of the current opportunities available in this strange business climate?
Below, I came up with some ideas for innovation around customer engagement, which is especially important right now.
Hopefully my suggestions will help you at least trigger an idea on how to keep your customers engaged, with minimal time commitment, and maintain top-of-mind presence as we continue to weather this storm.
Customer Engagement
Customer engagement simply defines the relationship you have with your customers. It’s upon this foundation that your customers will form their opinions of you and develop loyalty for your store.
This is the time to make sure you are connecting and checking in with your customers. You already know it is a significant part of building your business; without your customers, you can’t have one.
This is a critical time to make sure your sales associates are touching base with customers to “check in” as well. It shouldn’t be a sales call, just a genuine, “how are you and your family” type of call.
It’s so simple and yet so important.
This customer engagement will:
• Humanize your store even more;
• Keep your relationship with your customers going and top-of-mind; and
• Remind your customers what products and/or services you offer and what’s new at the store.
Be Human
Loyal customers don’t appear out of thin air.
Their customer journey should be enhanced by customer engagement strategies that make them feel as though they are dealing with real people instead of automated systems and social media (yes, social media is good but it’s not as personal as you think).
Even if automated systems and social media are used to communicate with your customers, they should be utilized in a way that invokes a human connection. Just like above, be genuine, be real—these attributes build trust and people buy from people they trust.
There are simple strategies that will help
I wanted to check in with you all (or y’all as we say in Texas) to see how everyone is doing.
I know you’re still experiencing challenging times and it can be difficult to focus on business when so much is going on in our lives and in the world, but our businesses are how we take care of our employees, our families, our communities and ourselves.
I want you to ask yourselves, what changes have I implemented to take advantage of the current opportunities available in this strange business climate?
Below, I came up with some ideas for innovation around customer engagement, which is especially important right now.
Hopefully my suggestions will help you at least trigger an idea on how to keep your customers engaged, with minimal time commitment, and maintain top-of-mind presence as we continue to weather this storm.
Customer Engagement
Customer engagement simply defines the relationship you have with your customers. It’s upon this foundation that your customers will form their opinions of you and develop loyalty for your store.
This is the time to make sure you are connecting and checking in with your customers. You already know it is a significant part of building your business; without your customers, you can’t have one.
This is a critical time to make sure your sales associates are touching base with customers to “check in” as well. It shouldn’t be a sales call, just a genuine, “how are you and your family” type of call.
It’s so simple and yet so important.
This customer engagement will:
• Humanize your store even more;
• Keep your relationship with your customers going and top-of-mind; and
• Remind your customers what products and/or services you offer and what’s new at the store.
Be Human
Loyal customers don’t appear out of thin air.
Their customer journey should be enhanced by customer engagement strategies that make them feel as though they are dealing with real people instead of automated systems and social media (yes, social media is good but it’s not as personal as you think).
Even if automated systems and social media are used to communicate with your customers, they should be utilized in a way that invokes a human connection. Just like above, be genuine, be real—these attributes build trust and people buy from people they trust.
There are simple strategies that will help
Editors' Picks
Sponsored by
you humanize your store even more than it already (hopefully) is.
Some strategies will be as easy as signing your emails and newsletters with a personal signature instead of from your store, while others will require more effort.
People love video these days, so maybe it’s time you have your own YouTube channel for customers.
Use it to talk about what’s new in your store—new sales associate, new brand, new paint—but also what’s going on in your community, or include something personal about your family. Make a genuine connection.
Live chats, customer support and customer feedback also must be considered when developing a customer strategy that will build loyalty and help you successfully engage customers.
Live-chat supports are all the rage now, but often they are done by bots (robots) or with agents who are not familiar with your store so they are unable to properly answer questions or concerns. A way around this is to ensure your customer service representatives are educated about your business so they can effectively answer questions on your behalf.
Live chats aren’t necessary, but they are useful for quick responses.
Ensure it’s done well or don’t do it at all. I’ve clicked on too many of these just to become frustrated because they don’t know what they are talking about, or it’s a bot and that makes it worse!
No matter what you choose, your customers should consistently feel a personal connection with you and your store.
It’s much easier to keep your customers happy and satisfied to begin with instead of trying to get back into their good graces afterward. Invest in a properly trained team (yep, I just had to bring in training) and you will not have to spend your time dealing with customer concerns or complaints.
Engaging your customers and making them feel appreciated will help you to build a long line of loyal followers ready to buy your products and services.
Try to be relatable and approachable. You don’t have to use all your time to speak to your customers, but setting aside some time every now and then will only work in favor of your store. It will be worth it.
Best of luck building more customer loyalty and trust, and hang in there. This will be over, and we will all find ourselves on the other side of these difficult days.
Some strategies will be as easy as signing your emails and newsletters with a personal signature instead of from your store, while others will require more effort.
People love video these days, so maybe it’s time you have your own YouTube channel for customers.
Use it to talk about what’s new in your store—new sales associate, new brand, new paint—but also what’s going on in your community, or include something personal about your family. Make a genuine connection.
Live chats, customer support and customer feedback also must be considered when developing a customer strategy that will build loyalty and help you successfully engage customers.
Live-chat supports are all the rage now, but often they are done by bots (robots) or with agents who are not familiar with your store so they are unable to properly answer questions or concerns. A way around this is to ensure your customer service representatives are educated about your business so they can effectively answer questions on your behalf.
Live chats aren’t necessary, but they are useful for quick responses.
Ensure it’s done well or don’t do it at all. I’ve clicked on too many of these just to become frustrated because they don’t know what they are talking about, or it’s a bot and that makes it worse!
No matter what you choose, your customers should consistently feel a personal connection with you and your store.
It’s much easier to keep your customers happy and satisfied to begin with instead of trying to get back into their good graces afterward. Invest in a properly trained team (yep, I just had to bring in training) and you will not have to spend your time dealing with customer concerns or complaints.
Engaging your customers and making them feel appreciated will help you to build a long line of loyal followers ready to buy your products and services.
Try to be relatable and approachable. You don’t have to use all your time to speak to your customers, but setting aside some time every now and then will only work in favor of your store. It will be worth it.
Best of luck building more customer loyalty and trust, and hang in there. This will be over, and we will all find ourselves on the other side of these difficult days.
More on Columnists
The Latest
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
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.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 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.
CollectionsMay 12, 2026
Jessica McCormack Debuts Antique Coin-Inspired Medallions for SummerThe 11-piece “Medallions” capsule collection features five motifs: a crying eye, a heart on fire, a spiral, a flower, and a swallow.
IndependentsMay 12, 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 & AwardsMay 12, 2026
The Tiffany & Co. x CFDA Jewelry Designer Award Is BackThe partners have announced the second cycle of the program, which has expanded to include a $25,000 student scholarship.
IndependentsMay 11, 2026
Kansas Jeweler Closing After 70 YearsThe owners of Staats Jewelers are heading into retirement.
TrendsMay 11, 2026
Former Macy’s CEO Joins Signet Jewelers BoardJeffrey Gennette, who retired in 2024 after 41 years with Macy’s, is the newest member of the jewelry retailer’s board of directors.
TrendsMay 11, 2026
Amanda’s Style File: Lucky May May babies are lucky to have emeralds, a gemstone admired for centuries, as their birthstone, writes Amanda Gizzi.
TechnologyMay 11, 2026
Clientbook’s New Tool Helps Jewelers Plan In-Store EventsThe new module allows retailers to plan, promote, and measure the success of events from a single dashboard.
Lab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond ClaimsNDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
SourcingMay 08, 2026
Ronnie VanderLinden Takes Over as WDC President The diamantaire and industry leader succeeds Feriel Zerouki and said he will focus on being a “champion” for natural diamonds.
TrendsMay 08, 2026
Rihanna Chooses ‘Desert Diamonds’ for 2026 Met GalaShe wore our Piece of the Week, Glenn Spiro’s “Old Moghul Golconda” earrings, featuring fancy brown-yellow diamonds totaling 51.90 carats.
Events & AwardsMay 08, 2026
JA Announces 2026 CASE Award WinnersTwo pieces were named “Best in Show,” one from the retail category and one from the supplier category.
FinancialsMay 07, 2026
Brilliant Earth Appeals to Higher-Income Shoppers in Q1The jewelry retailer noted resilience among its higher-end customers while demand softened for its lower-priced offerings.
AuctionsMay 07, 2026
‘Spectacular’ Kashmir Sapphire Headlines Heritage Spring Jewelry SaleLed by the 6.59-carat sapphire, the sale garnered $9.7 million, a record total for a Heritage jewelry auction.
MajorsMay 07, 2026
Gannon & Scott Names New Regional Account ExecutiveIn his new role, sales specialist Billy Welshoff will focus on the eastern United States.
WatchesMay 07, 2026
Chrono24 Names New CEOJosé Gaztelu has been promoted to the role, which has been vacant since last year.
Events & AwardsMay 07, 2026
JA Accepting Applications for 2026 Scholarship ProgramIt has also opened the application period for the Seymour & Evelyn Holtzman Bench Scholarship through June 30.
