GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
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.
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
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
