Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
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
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
