CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
OtherMar 16, 2017
Coach’s Corner: The truth about clienteling
Columnist Pat Henneberry exposes some of the myths surrounding “clienteling,” which she says is nothing new.
Let’s be honest; I’ve been teaching clienteling for 25 years … it’s not new. As a result of this new-found popularity, the meaning of the word has become blurred and obscured in a fog of hype. Let’s expose some of these myths so we can define what it really is.
Clienteling defined
We should look at it from a “business value” perspective, meaning that to truly qualify as clienteling, the solution must solve pertinent business issues while providing value--a return on your investment.
cli·en·tel·ing [klî-Ən-tel-ing] noun 1. A system to manage customer engagement business processes for bringing customers into your store, providing an exceptional in-store shopping experience, and keeping your customers coming back for more. Example: Sales increased after we began using clienteling to improve the customer experience in our stores.
This business process is circular in nature and delivers real business value by optimizing customer relationships to build loyalty, increase customer spend, grow store revenue and reinforce selling best practices for sales associates. In addition to managing the process, a true clienteling solution allows you to monitor and measure effectiveness for continuous improvement.
Elements of a clienteling business process
--Targeted and relevant customer engagement and outreach
--Empowering sales associates to provide an exceptional in-store customer experience
--Relevant and timely follow-up with the customer
--Integrated monitoring and measurement
Clienteling’s first goal is to reach out and engage customers in a personalized and relevant manner to drive traffic into the store. This is one of the most commonly absent capabilities in solutions labeled “clienteling.”
Targeted and relevant customer outreach means identifying key information about a given customer and taking appropriate action. A simple example of this might be triggered by the introduction of a new brand in the retailer’s stores--knowing that certain customers have a preference for a specific brand or have made a purchase from that brand in the past, it would be a good practice to notify them of the new product introduction.
Customer contact could be initiated in one or more forms. If, for instance, your customers are segmented into tiers based on Recency-Frequency-Monetary (RFM) values, you might choose to simply send an email for those classified as mid-tier customers. For your most valuable top-tier customers, targeted outreach might involve creating a to-do for un assigned sales associate to
make a personal phone call to the customer.
There is so much to discuss in clienteling. There are some great organizations in our jewelry industry that make this their specialty, and I recommend you seek them out and stay away from the new iPad apps (and I love my apps.)
Clienteling isn’t just a product app either--you need to be able to have key access to information about your customers, and you can’t miss the chance to grab today’s shoppers. Missing a chance to build loyalty limits the value of these “save the sale” solutions.
Today’s customers expect you to know all about their interactions with your brand, but simply knowing is not enough.
With targeted customer engagement and outreach, a clienteling solution increases customer traffic into the stores, thereby increasing store sales.
By empowering sales associates to provide an exceptional in-store customer experience, it will increase store sales, and with relevant customer follow-up, a clienteling solution will improve customer satisfaction and build brand loyalty. All of these factors ultimately drive an increase in customer lifetime value for your store.
More on Other
The Latest
ColumnistsSep 11, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
