IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
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
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
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.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
