AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
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
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
