SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
IndependentsDec 04, 2018
Squirrel Spotting: Don’t Say ‘No’ to Your Customers
Say these things instead, suggests National Jeweler guest columnist Sherry Smith.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She can be contacted at sherry@edgeretailacademy.com.
When I ran my jewelry stores, it would frustrate me to hear salespeople ever say “no” to our customers. The word sounds dismissive, it is frequently a poor substitute for creative thinking and it almost always is disappointing to our customers.
To focus our efforts on what we could do for our customers, we banned the word no from our sales floor. We challenged our team to find the “yes,” or an alternative solution, when responding to our customers’ questions.
Here are a few examples of where you could insert a yes, or at least suggest an alternative, instead of just saying no.
When a Customer Asks If You Carry a Particular Brand (when you don’t)
• Respond by asking open-ended questions such as: What is your favorite thing about that brand? Or: Is there a specific piece that you were looking for?
• You might discover that it isn’t the brand the customer is set on, but a certain look or style. This will give you an opportunity to pull out similar items and turn it into a sale.
When a Customer Asks If Can You Repair This Piece of Jewelry (and you cannot because it is a fragile or worn item or a piece of costume jewelry)
• Tell the customer what you can do for them.
• Show them a similar item and point out its qualities, telling them that it is occasionally better to buy a replacement piece than to undertake the costs (and risks) of trying to repair certain pieces.
When a Customer Asks for a Discount (and you don’t discount)
• Respond by emphasizing what they get when they purchase from you, such as your warranty or appraisal for significant purchases, or perhaps it is a free ring sizing, complimentary engraving or a gift bag filled with small gifts.
• Another potential response would be to show your customers your clearance (aged/non-performing) jewelry for which you might be able to offer a discount.
When a Customer Asks to Speak to the Owner
• Answer “of course,” then start with the customer and attempt to gather pertinent information.
• Oftentimes, the salesperson will be able to take care of all the customer’s needs.
• When wrapping up the transaction, bring the owner in to say a quick hello and acknowledge that the customer’s initial request was heard.
When a Customer Asks for Services You Don’t Provide
• Act as a concierge by presenting
Editors' Picks
Sponsored by
your customers with referrals. Always have in your arsenal people and places you would confidently refer your customers to.
• Be sure to have all their contact information readily accessible. Offer to call your contact to let them know you’re sending over your good customer in need of their services.
Saying “no” is a state of mind. In most cases, there are better options that will more readily engage your customer.
Have a little fun by challenging yourself and your team to eliminate saying no. Your customers will thank you for it.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She is also a business advisor to select independent jewelry stores. Smith was a principle partner in her own retail jewelry stores for 20 years. She can be contacted at sherry@edgeretailacademy.com.
• Be sure to have all their contact information readily accessible. Offer to call your contact to let them know you’re sending over your good customer in need of their services.
Saying “no” is a state of mind. In most cases, there are better options that will more readily engage your customer.
Have a little fun by challenging yourself and your team to eliminate saying no. Your customers will thank you for it.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She is also a business advisor to select independent jewelry stores. Smith was a principle partner in her own retail jewelry stores for 20 years. She can be contacted at sherry@edgeretailacademy.com.
More on Independents
The Latest
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
