EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
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
Editors' Picks
Sponsored by
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
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
