MajorsJul 21, 2025
Rio Grande Expands Personalization OfferingsAs demand for custom jewelry grows, the company is expanding its services to support retailers.
Events & AwardsMar 06, 2017
What is Your Store’s Story?
Whatever got or has kept you in the jewelry business makes a great foundation for building an experience at your store, one keynote speaker at the Atlanta Jewelry Show said.
Mike Wittenstein, a managing partner at marketing company Storyminers, gave the keynote address at the Atlanta Jewelry Show this weekend on how jewelers can create an experience in their stores.
Atlanta--Whatever got or has kept you in the jewelry business makes a great foundation for building an experience at your store, a keynote speaker told attendees of the Atlanta Jewelry Show this weekend.
The March edition of AJS featured a number of speakers at part of its education program, including keynote addresses on Saturday and Sunday morning.
Mike Wittenstein, a managing partner at marketing company Storyminers, delivered the Saturday keynote, “Want to Beat the Big Guys? Use Storytelling As Your Strategy,” which focused on creating an experience in the retail environment rather than simply focusing on landing a sale.
Wittenstein stressed that all jewelers do the same thing--they sell jewelry--but what differentiates them is how they do it.
In the era of Yelp and Google reviews, it’s important to create an experience for customers that gets them to say something about you, rather than solely trying to say something to your customers, Wittenstein explained to the crowd who gathered to hear him on Saturday morning.
An experience, he said, gives people insight into who you are and how you do things, not simply what you sell.
The retailers in the audience were on board.
Trisha Kennedy of Kennedy’s Custom Jewelers in Blue Spring, Missouri said that her father, the store’s owner and a master watchmaker, kept a “treasure chest” of cool, discarded watch parts that he invited children to play with when they came to the store with their parents, often letting them take a piece home.
This illustrated Wittenstein’s ideas about showing people who you are as a company. Many people can repair a watch or sell jewelry, he said, but not everyone is going to provide a welcoming environment where the kids have something to do while parents shop.
This is exactly the type of experience that encourages customers to leave an online review about a business.
At Storyminers, Wittenstein focuses on helping businesses create their brand story.
For jewelers, he offered one simple question to determine their brand stories: “What took your breath away and got you into the business, or got you to stay in the business, when you first started?”
“Whatever lights your fire,” he said, “is what you build your store’s experience on.”
Carrie Jester of Jester Jewelers in Cincinnati talked about her grandparents, who started the store, and their passion for the business.
She told the audience that today, true to the store’s name, she
and her staff focus on laughing a lot. They communicate joy.
They also hold wine tastings for customers and, occasionally, offer wine to calm the nerves of anxious engagement ring buyers.
Wittenstein advised retailers to go above and beyond in advising customers when shopping for engagement rings. He told retailers to ask about the planned proposals, share stories and ideas, and connect on a personal level.
“Teach them how you give a gift is as important as giving the gift,” he said.
Wittenstein also emphasized the importance of finding out what emotion matters to each customer, as it is emotion that ultimately will cause people to make decisions about buying luxury goods.
He told the jewelers that they are in “the business of making experiences, not selling jewelry.”
They also hold wine tastings for customers and, occasionally, offer wine to calm the nerves of anxious engagement ring buyers.
Wittenstein advised retailers to go above and beyond in advising customers when shopping for engagement rings. He told retailers to ask about the planned proposals, share stories and ideas, and connect on a personal level.
“Teach them how you give a gift is as important as giving the gift,” he said.
Wittenstein also emphasized the importance of finding out what emotion matters to each customer, as it is emotion that ultimately will cause people to make decisions about buying luxury goods.
He told the jewelers that they are in “the business of making experiences, not selling jewelry.”
More on Events & Awards
The Latest
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement PlansHe retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
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.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
IndependentsJul 16, 2025
Clyde Duneier Ushers In Fourth GenerationJake Duneier and Danielle Duneier-Goldberg have stepped into the roles of CEO and president, respectively.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director Eric Ford will step into the role, bringing with him decades of experience.
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
SourcingJul 14, 2025
Ethical Gem Fair Heads to SeattleThe trade-only event will host its debut fair in the Emerald City later this month.
