Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
IndependentsJul 05, 2016
Coach’s Corner: ‘Salesperson’ Shouldn’t Be a Dirty Word
In a world where “salesperson” can seem like an expletive, Pat Henneberry gives nine tips for building relationships and helping everyone sell themselves.
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.
For my entire career, when I’ve told someone I am in “sales” it has seemed like I am saying a dirty word. I am on a campaign to stop this madness!
Many years ago, sales got a bad name from used car dealers. (Thanks a lot for that!) Yet, I still hold on to my business card from the ‘80s that reads “Artcarved Sales Representive,” and I am proud of it. Companies in our industry today can’t survive without salespeople.
You don’t have to be writing up orders to be in sales because everyone in the company is selling something--ideas, customer service, reputation and, of course, training. At Hearts On Fire, we have Account Specialists, Territory Managers and Global Trainers who all are, in some fashion, selling the brand.
This is the deal: Today, sales is really about selling yourself. Whether you are selling on a retail floor or you are selling a brand to a retailer, the bottom line is you need to build relationships and sell yourself.
Here are some simple sales tips that apply to any sales professional in our industry (and, yes, some of these are from the ‘80s.)
80/20
Remember the 80/20 rule: In many cases, 80 percent of your business comes from 20 percent of your customers. Focus on the 20 percent first.
Research
It’s so much easier to research today than when I did it in the 1980s (we won’t discuss going to the local Dairy Queen to find out about the local jeweler … yes, you.) Today you have the internet and Google and websites and social media. Knowing about your customer is almost more important than knowing your products and brands. You can’t sell anything if you don’t know about who they are.
Get in Front
You need to get in front of your customers. Go where they are. Find them. Don’t sit around and wait for them to walk into your store. If you are a rep on the road, you should be joining all the state associations in your territory, attending the regional shows and getting in front of your customers.
Talk Less
You will always get better results if you ask relevant questions and then listen to your customers’ needs. It will be so much easier to position yourself effectively.
Create
Create demand. Remember--it’s not about how much it’s worth, it’s how much people think it’s worth. Customers buy products because it helps them solve
Editors' Picks
Sponsored by
a problem. Also, when selling, make sure you remember the customers’ problems and show them how your product will make their life easier, like letting him know only a 3-carat diamond will get him out of his mess!
Stop
Most of the time, we need to stop selling and let our customers buy. Stop being a “clerk.” Consumers today really dislike that approach. Don’t be aggressive. Present an opportunity. In my sales training workshops, we are always looking at “what’s the opportunity” with our customers, not how we can sell them.
Laugh
You need to develop a sense of humor. Learn how to see humor in every situation. If you can make a customer smile, you’re halfway there. Like I remind customers all the time, this should be fun. Let’s enjoy this process.
Follow up
You don’t want them to forget about you. You don’t have to be a pest, but I like it when people are reminding me and following up with me. We are all so busy that doing this is helpful and it builds trust. I get the feeling that you are taking me seriously when you follow up.
No Sale, No Problem
Take it with grace. When they blow you off, just move on. It’s part of business, and you aren’t going to sell everyone. The sooner you move on, the sooner you’ll make another 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. Reach her at pat@thejewelrycoach.com.
Stop
Most of the time, we need to stop selling and let our customers buy. Stop being a “clerk.” Consumers today really dislike that approach. Don’t be aggressive. Present an opportunity. In my sales training workshops, we are always looking at “what’s the opportunity” with our customers, not how we can sell them.
Laugh
You need to develop a sense of humor. Learn how to see humor in every situation. If you can make a customer smile, you’re halfway there. Like I remind customers all the time, this should be fun. Let’s enjoy this process.
Follow up
You don’t want them to forget about you. You don’t have to be a pest, but I like it when people are reminding me and following up with me. We are all so busy that doing this is helpful and it builds trust. I get the feeling that you are taking me seriously when you follow up.
No Sale, No Problem
Take it with grace. When they blow you off, just move on. It’s part of business, and you aren’t going to sell everyone. The sooner you move on, the sooner you’ll make another 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. Reach her at pat@thejewelrycoach.com.
More on Independents
The Latest
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
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.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
MajorsAug 11, 2026
Signet Jewelers Selects Mattel Exec to Lead Zales, BanterJamie Cygielman will take on the role on Aug. 24.
ColumnistsAug 11, 2026
Creative Connecting: How to Sell Colored Gemstones to Gen ZDuvall O’Steen and Jen Cullen Williams share the best ways to display, present, and explain colored gemstones to younger customers.
Events & AwardsAug 11, 2026
NAJA Announces Lineup For 2026 Fall Virtual ConferenceThe mid-year conference for jewelry and watch appraisers will take place Sept. 5-6 on Zoom.
TechnologyAug 10, 2026
Colorado Jeweler Launches Customization Tool He Built HimselfHonest Hands Ring Co. Founder Benjamin Bosworth shared his thoughts on jewelry technology and why AI can never replace the human element.
MajorsAug 10, 2026
QVC Exits Chapter 11 Bankruptcy, Names New Interim CEOQVC Group President and CEO David Rawlinson is temporarily being replaced by a familiar face, former QVC CEO Mike George.
CollectionsAug 10, 2026
State Property Puts a Ripple in the ‘The Voyager’ CollectionThe brand also added two one-of-a-kind brown diamond pieces to the “Sanssouci” series of its “Gardens” collection.
MajorsAug 10, 2026
And IJO’s 2026 Vendor of the Year Is … Ostbye took home top vendor honors at the Independent Jewelers Organization’s show, held last month in Kentucky.
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
TrendsAug 07, 2026
Look Ahead with Syna’s Binoculars PendantThe “Star Gazer” pendant, our Piece of the Week, is Syna’s tribute to curiosity and the discovery of something new.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
