CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
IndependentsFeb 16, 2016
How to Make Your Customer the Hero
The Jewelry Coach outlines 5 questions jewelers and their teams should contemplate to find out how to make a client, not the business or product, the focus of a sale.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers.
Your customers no longer want just your product or service; being the best sales professional isn’t going to cut it.
They want to know who’s doing what, and why. In other words, they want your story--and you need a hero to tell it.
It’s tempting to make your business, or you (the sales associate), the hero of your story. We are the best jeweler in town, I have all my certifications and I can do a triathlon as I grade your diamond at the same time! Many businesses promote their owner or even the brands they carry more than focusing on their customer.
But what if your customer was the hero of your story? What if the benefits you provide took center stage?
Here are five questions to get your story started.
I recommend you sit down with your staff and walk through these questions together. Have someone take notes. It could be a very interesting exercise …
1. What is your hero’s (customer’s) power?
Something sets your hero apart from the supporting cast. They can do something unique that the others can’t. What do you help your customers do? What powers do you give that lifts them above their competition? Is it diamonds, watches, your services, what?
2. How did your hero (customer) become “super?”
Some superheroes are born; others get their powers from an extraordinary experience. In the story of your customer, there is a moment when they realized you were the answer they were looking for. Can you describe those moments? You have them everyday. Sit down with your store and find them.
3. What threatens your hero (customer)?
All heroes have a weakness. A flaw creates drama and anticipation: will it be our hero’s undoing? Your customers have weaknesses too; they’re only human. What’s stopping them reaching their full potential and how will you get them there?
4. What drives your hero (customer) to do good?
Superheroes gain their powers for a reason: to perform a greater good. They have an inner bell that chimes with your product or service. What is their driving force? Is it that you have been around for three generations? That you are locally owned? That you are on a local charity board that they donate to? What drives your customers to do good?
5. Who’s the bad guy?
A hero is only a hero if they have a villain with
whom to battle. They stand for everything your hero (customer) fights against. So, what great wrong do you help people put right? Was it that the competition did your customer wrong? Was it that your customer hasn’t bought his wife a diamond in 20 years?
There you have it--a hero in five simple steps.
If anything, I think this exsercise will generate some great conversation at your next store meeting.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
There you have it--a hero in five simple steps.
If anything, I think this exsercise will generate some great conversation at your next store meeting.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
More on Independents
The Latest
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
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.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
