CrimeAug 04, 2026
Crew of Thieves Break Into Indiana Jeweler’s HomeFour men were charged in connection with the break-in and accused of stealing $365,000 in cash, jewelry, and designer goods.
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
MajorsAug 04, 2026
Pandora Hires Former Signet Board Member to Lead North American MarketAndré Branch has more than 25 years of experience with various brands, most recently serving as CEO of Ariana Grande’s cosmetics company.
MajorsAug 04, 2026
Sasha Primak Acquires GemlokNew York-based atelier Gemlok is best known for creating the innovative “bridge” setting that became popular in the bridal market.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CollectionsAug 04, 2026
Musician Carlos Santana Launches Jewelry BrandSantana Now's debut collection, “Unidad,” features symbolic motifs as well as pieces of wood from the Woodstock stage.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeAug 03, 2026
Florida Man Gets 15 Years in Trio of Jewelry Store RobberiesThe 50-year-old man pleaded guilty earlier this year to robbing two jewelry stores and a pawn shop of more than $700,000 in merchandise.
WatchesAug 03, 2026
Citizen's New Spider-Man Watch Is a Collector’s DreamThe watch’s dial features an original design by Marvel comics illustrator Adam Kubert.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CollectionsAug 03, 2026
Chatham Releases First Men’s CollectionThe new collection of lab-grown diamond and colored gemstone jewelry provides a “fresh perspective” on the category, Chatham said.
TrendsAug 03, 2026
Amanda’s Style File: Spinel vs. Peridot While some August babies are team peridot, the month's time-honored birthstone, others are team spinel, the newer alternative.
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
MajorsJul 31, 2026
Macy’s Iconic Red Shopping Bag Sign Torn DownThe massive billboard has been in the same spot on the department store’s Herald Square flagship store for decades.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
MajorsJul 29, 2026
Kevin Reilly Retires After 39 Years in the Jewelry Industry Reilly has been with PGI USA for the last 20 years, leading partnership development and professional education.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
