MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
Events & AwardsMar 14, 2016
From JA NY: Using Referrals to Get Clients through the Doors
Rather than paying up front for marketing that might not show results, jewelers should use referral systems that get clients into the store at a low cost.
New York--Finding the right marketing plan can be difficult for jewelers, many of which will put a substantial budget toward trying to find the right mix of things without really even knowing if it’s working.
At an education session held Sunday afternoon at the JA New York Spring show, Ascend Marketing Inc. President Jim Ackerman suggested an option for retailers that, while not necessarily new or revolutionary, brings people in the door for less than what most advertising costs: referrals.
Self-generated leads can provide a strong marketing method for retailers to drive new and existing customers through the door at little cost up, Ackerman said. And since people tend to associate with similarly situated individuals, referrals can bring in “clones,” so to speak, of top existing customers.
According to Ackerman, referral selling offers a number of key advantages: no real up-front cost of acquisition, an easier and faster close, a higher unit of sale in general, less price sensitivity and greater long-term loyalty. Referred customers also are more likely to tell others about the store.
Asking for referrals, however, must be done correctly and depends a lot on attitude, Ackerman said.
Rather than directly asking the customer to make a referral to help the business, it’s important to word it in such a way that makes it “a matter of you serving the customer” and doing what’s in their interest rather than the other way around.
There are two kinds of referral systems, pro-active and passive, Ackerman said.
Passive referrals provide an incentive for when a customer sends a referral but can take time because then the store has to wait for them.
According to Ackerman, an example of a successful passive referral program would start with sending a letter to a store’s existing customer base introducing the system and how it works. Included with that would be a certificate that has a space for them to write their names. That way, when a new customer comes in the store will know who referred them.
Once a referral comes in, the store should send the referring customer a letter giving them their reward as well as additional certificates to encourage more referrals.
Rewards can be either in-store or external, such as a gift certificate to a local restaurant.
A pro-active referral, meanwhile, rewards customers offering referral contact information on the spot. This provides retailers with names
and information right away but means they have to do some relationship building.
Ackerman said he recommends jewelers use a combination of the two within their stores, and said there are seven key characteristics to making referral programs successful.
They are:
--Offering incentives for the referring customer;
--Offering incentives for the referred customers;
--Creating the necessary support and promotional materials;
--Creating scripts for salespeople and staff;
--Offering training for salespeople and staff;
--Having tracking systems to reward customers for referrals; and
--Having a tracking system to make sure the process is working.
Ackerman said he recommends jewelers use a combination of the two within their stores, and said there are seven key characteristics to making referral programs successful.
They are:
--Offering incentives for the referring customer;
--Offering incentives for the referred customers;
--Creating the necessary support and promotional materials;
--Creating scripts for salespeople and staff;
--Offering training for salespeople and staff;
--Having tracking systems to reward customers for referrals; and
--Having a tracking system to make sure the process is working.
Another idea to create self-generating leads for the store is a guest/host joint venture program, which aligns the store with non-competitive but complementary businesses in the area. One good example are those also in the bridal/wedding planning industry.
In this partnership, the retailer would endorse the joint venture to its list of customers. The joint venture partner would agree to give the jeweler’s customers a better-than-normal deal as well as cut the jeweler in for a piece of the profits.
That joint venture also can reciprocate by endorsing the jewelry store to its base of customers.
It’s important that the jeweler go to a business with a clear idea of what the partnership terms will include, Ackerman said, and negotiate the terms thoroughly, including who will pay for the promotional material costs as well as when and how commissions are paid. It’s also extremely important for the jeweler to be true to all terms of the partnership.
Finding businesses that might agree to a guest/host joint venture and setting up the partnership will take some time, Ackerman said, but that shouldn’t stop retailers from trying it.
“Why should you? Because your competitors won’t.”
More on Events & Awards
The Latest
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
