ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
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Consumers Prefer Traditional Retail, Make Your Store The One They Choose
The consumer landscape is constantly changing and evolving, and recent events have shifted our attention to strengthening our omnichannel strategies with a focus on digital communications.
Brought To You By Platinum Guild International
The consumer landscape is constantly changing and evolving, and recent events have shifted our attention to strengthening our omnichannel strategies with a focus on digital communications. During a year filled with uncertainty and difficult times, it has been essential to maintain open communication with your consumers to foster existing relationships and cultivate new ones so that they choose your door(s) when it is time to celebrate themselves or loved ones.
Although consumers will complete the information gathering stage of the purchase journey online, they will look in store to talk to an expert, touch and feel the jewelry, and have a live, interactive experience prior to purchasing.
A recent study commissioned by PGI USA revealed that next to speaking with a spouse/partner/fiancé, the in-store experience at a retail jewelry store delivers the most influential touchpoints in the consumer’s decision to buy an engagement ring and/or wedding band.
Beyond the advice and opinion of their loved ones, these were the experiences they found most important and inspiring:
- Talking to retailers before they’re ready to make a purchase (63%)
- Looking at in-store jewelry displays (65%)
- Browsing store window displays (55%)
Consumers will always crave experiences, but it’s time for us to remember that going to a jewelry store is an experience that is essential when it comes to selecting jewelry that symbolizes and celebrates life’s most precious moments.
PGI USA has always offered in-person facilitated sales training sessions for a small fee, but is pleased to announce that it is now offering a unique, virtual training session via live Zoom for free. Each session will be conducted upon request by PGI USA’s Vice President Kevin Reilly and will be tailored to your store’s needs.
Topics include: recent consumer research results to better connect with the consumer walking into your store, the history and heritage of platinum, the most important characteristics and benefits of the metal and tips on transforming the customer experience. The goal is to help differentiate you from your competition, deliver better value to your customers and more profit to your bottom line.
Topics include: recent consumer research results to better connect with the consumer walking into your store, the history and heritage of platinum, the most important characteristics and benefits of the metal and tips on transforming the customer experience. The goal is to help differentiate you from your competition, deliver better value to your customers and more profit to your bottom line.
We encourage you to take advantage of this unique opportunity to further your team's education through platinum sales training. Contact Kevin Reilly (kreilly@pgiglobal.com) to schedule your custom training session today!
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