SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
OtherOct 28, 2013
Is your brand fostering long-term relationships?
Columnist Diane Warga-Arias describes how a luxury brand can create long-lasting relationships with its customers, as opposed to just short-lived flings.
Diane Warga-Arias, the Jewelry Activist, is a veteran industry communications authority whose postings can be read on www.JewelryActivist.com.
I want a love affair and a relationship from a luxury brand! Oh, the excitement of being seduced by great design or the sparkle of a flawless diamond! For that excitement to evolve into a relationship, a customer-focused brand does their best to get-to-know-me and shows that they care. Lots of brands know how to capitalize on an initial excitement and eventually deserve my following (for a time). But long lasting relationships requires on-going attention and excitement.
Great jewelry brands know how to move consumers from moments of delight to a longer-standing relationship … with regular communications, great service and conversations that are ongoing and engaging. So, delight continues, brand loyalty may emerge, but too often surprises seem to disappear and the purchase cycle gets longer/slower.
“Surprise” is not the same as “delight”
We can be captivated by the anticipation of the unknown, as much as from the sparkle at hand and a dependable connection. So, if a jewelry brands ceases to surprise … well, even a long-standing relationship can eventually fade away. Too many jewelry brands (both retail and designer brands) seem to think that once they captivate a woman’s attention and form a relationship, as evidenced by sales and a continuing conversation, they seem to stop trying to surprise. Oh yes, they continue to send emails and pictures of jewelry that is aligned with what was purchased previously. They know about upcoming birthdays and anniversaries. They even send interesting and engaging stories or illustrations just because they are confident that we will like them. But, why do the surprises stop? Is Amazon the culprit? Does their brilliant Customer Relationship Management model not work for jewelry retailers? True, it is wonderful that no matter how long it has been since I visited Amazon, they instantly recognize me and even make suggestions. They anticipate my needs and wants and that ability should be an aspiration for every e-commerce site and every brick-and-mortar store! But when it comes to jewelry I think women (including me) want even more. I want to be personally surprised!
There was a time when a woman only owned one or maybe two watches. Unless of course they were married to a man in the elite/affluent demographic, who continued to enjoy buying, collecting and giving watches. (They cannot imagine their wife not enjoying what they love, LOL!) Our industry has made inroads with
Men’s Nights Out, making it easier for these men to buy jewelry that their wives/girlfriends desire. There was also a time when women wore either platinum or gold but they never mixed it up. Maybe it was easier to delight a woman with jewelry suggestions then? But, women continue to be entertained by fashion runways and red-carpets to see what’s new. We may not (yet) purchase that wild animal print, but we think about it. We may not yet want to own a color diamond ring but hmmm…
Call to action
Oh, the fun of someone that knows us well who also wants to tease and surprise us with an item of jewelry that is outside our comfort zone! So, calling all jewelry designers and retail brands: I would love to be surprised by you! Send me something that will spark my interest and I will share it with my followers. Better yet: surprise your customers!
More on Other
The Latest
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
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.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
