IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
OtherAug 09, 2016
7 tips for gaining and retaining clients
During his presentation at Conclave Thursday, retailer Peter Stavrianidis offered tips for jewelers to build customer loyalty and retention.
San Diego--While stores dedicate a significant portion of their marketing dollars on recruiting new clients, many forget about investing time and money on retaining clients, said retailer Peter Stavrianidis in his presentation at Conclave on Thursday.
Since the top 20 percent of a store’s clients generally generate about 80 percent of the business, mainly represented by these returning, loyal customers, retailers need to make sure these proven customers will stick around.
To create a well-rounded system, Stavrianidis, owner of Venus Jewelers in Somerset, N.J., recommends a “front end, back end” marketing process, putting a focus both on bringing new customers to the store and investing to keep them coming back.
The front end includes many of the traditional forms of advertising and marketing, including print media, social media, television and radio commercials and a presence in events in the local community, such as charity events or sponsorship.
Businesses have to be accommodating to the new clients that represent the front end, no matter how much profit they present, as they represent an opportunity to turn them into returning shoppers, Stavrianidis said.
But often more focus is put on this part of the business, and the strength behind the client database that the company has already built often remains untapped.
“Each company’s primary asset is its database or its back end,” he said. “The back end is the most underutilized asset by most businesses.”
Stavrianidis gave the following tips to help build a business that will both attract and retain customers:
1. Have an attractive space. It’s a reflection of the store as a brand, its image and the vision of the company. It also conveys a sense of confidence and success to your clients, attracting and bringing back the kind of customers a jeweler wants to keep.
2. Make sure there’s an ongoing training program for the whole sales team at the store. “There are always things we can learn, things we can do better with,” he said, as long as everyone is willing to learn. It also keeps the skills top of mind with the salespeople.
3. Create a mission statement. This gives your business direction and establishes the core values on which it will be built.
4. In the same vein, create a “vision” statement, which will be more specific about the goals that the business wants to achieve over the next few years.
5.
Editors' Picks
Sponsored by
Establish a code of conduct at the store and have all employees sign off on it so they know exactly what they should and should not do.
6. Create a company culture. It should be in accordance with the store’s style, vision, and mission. More time is spent in the workplace than at home these days, so it’s important to create that environment of respect and connectedness for employees, whose happiness affects sales, profits and the attitudes of those around them, including perceived image of your store by clients. Don’t be afraid to take action when an employee doesn’t fit into the culture, he said.
7. ‘Wow’ the customer every time. This business is about relationships, and jewelers keep customers loyal by keeping them content.
6. Create a company culture. It should be in accordance with the store’s style, vision, and mission. More time is spent in the workplace than at home these days, so it’s important to create that environment of respect and connectedness for employees, whose happiness affects sales, profits and the attitudes of those around them, including perceived image of your store by clients. Don’t be afraid to take action when an employee doesn’t fit into the culture, he said.
7. ‘Wow’ the customer every time. This business is about relationships, and jewelers keep customers loyal by keeping them content.
More on Other
The Latest
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
