TechnologyMay 01, 2026
Gemist, Saban Onyx Partner on Retailer-Focused Customization OfferingTheir partnership combines Gemist’s customization technology with Saban Onyx’s U.S.-based manufacturing capabilities.
IndependentsApr 23, 2019
Squirrel Spotting: Why Music Matters in Jewelry Stores
It triggers happiness, relaxes people and might even get them to spend a little bit more, Peter Smith writes.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels,” and “Sell Something.” Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
My wife Sherry and I went to see Frankie Valli in concert this past weekend.
The 84-year-old pop star was backed by an amazing nine-piece band and four “Jersey Boys,” and they wowed the 1,900-seat Chevalier Theater crowd in Medford, Massachusetts with great songs from his solo career and from the Frankie Valli and The Four Seasons catalog. “Silence Is Golden” was one of the many songs we were treated to.
While it was an inspired choice for the rabid fans at the concert, silence is not golden in retail stores—especially not in jewelry stores. Music should be an absolute imperative in jewelry stores.
The positives of music have been well-documented in the social sciences, including decreased anxiety and improved moods. There have also been studies that have shown how music can increase impulse purchases and lead to higher average tickets.
Gretchen Rubin wrote in “The Happiness Project” that, “Music stimulates the parts of the brain that trigger happiness, and it can relax the body—in fact, studies show that listening to a patient’s choice of music during medical procedures can lower the patient’s heart rate, blood pressure and anxiety level.”
While I won’t equate shopping in jewelry stores with medical procedures, one would be hard-pressed to argue that there isn’t stress involved in, for instance, shopping for an engagement ring.
If music helps to lower customers’ anxiety levels, why wouldn’t we have it in our stores?
In many respects, we should be looking at music as the soundtrack of our own stores and as an essential element in creating an environment that engages people emotionally.
With that in mind, here are a few tips to gauge your current musical offerings or to weigh in when selecting your store’s soundtrack.
1. The sound system should be of good quality.
My personal gauge is you should be able to clearly hear the lyrics and enjoy the song while maintaining your normal volume of conversation. Having to speak over music is not good, and music that is so low as not to be easily heard defeats the purpose.
Also, selecting a radio station and subjecting your customers to endless commercials is not advised (please see No. 3.)
2. The music should not be controversial (it should be about your customers, not your employees) and it should be upbeat.
The experts say the music you play should have a discernable beat, so while
Editors' Picks
Sponsored by
Frank Sinatra’s “In the Wee Small Hours” might not be the best choice, “Fly Me to the Moon” and similar upbeat songs would be just fine.
Since there is no way to know the tastes of your entire customer base, a variety of genres might work best. But, again, death metal or explicit rap might not be the best choice.
3. Use only licensed music services.
Cloud Cover and Overhead.fm are two services that offer music for retail stores. Note that Pandora is OK only if you pay the fee to remove the advertising. That service has a built-in royalty component and covers you.
Services such as Spotify are not licensed to play commercially or in public. Music company BMI undertook a significant audit of stores in Florida a few years ago and fines up to $60,000 were levied against retailers who were using music services that did not cover the royalties for the artists and writers.
4. Whatever music and sound system you select, ensure there is no dead air.
I have often visited retail jewelry stores and found no music playing at all, despite the fact that there was a music service in place. Someone had forgotten to turn it on.
Own it the way you own turning on the lights or opening the door at the appointed time every day.
In his still-relevant book from 1999, “The Experience Economy,” Joe Pine wrote: “The sensory stimulants that accompany an experience should support and enhance its theme. The more effectively an experience engages the senses, the more memorable it will be.”
Songs from Frankie Valli and The Four Seasons may or may not be the preferred soundtrack for your store, but there are worse things than having Frankie singing “Stay” or “Who Loves You” to your customers and prospects throughout the day.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent” and “Sell Something: Principles and Perspectives for Engaged Retail Salespeople.” Both books are available in print or Kindle at Amazon.com. Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
Since there is no way to know the tastes of your entire customer base, a variety of genres might work best. But, again, death metal or explicit rap might not be the best choice.
3. Use only licensed music services.
Cloud Cover and Overhead.fm are two services that offer music for retail stores. Note that Pandora is OK only if you pay the fee to remove the advertising. That service has a built-in royalty component and covers you.
Services such as Spotify are not licensed to play commercially or in public. Music company BMI undertook a significant audit of stores in Florida a few years ago and fines up to $60,000 were levied against retailers who were using music services that did not cover the royalties for the artists and writers.
4. Whatever music and sound system you select, ensure there is no dead air.
I have often visited retail jewelry stores and found no music playing at all, despite the fact that there was a music service in place. Someone had forgotten to turn it on.
Own it the way you own turning on the lights or opening the door at the appointed time every day.
In his still-relevant book from 1999, “The Experience Economy,” Joe Pine wrote: “The sensory stimulants that accompany an experience should support and enhance its theme. The more effectively an experience engages the senses, the more memorable it will be.”
Songs from Frankie Valli and The Four Seasons may or may not be the preferred soundtrack for your store, but there are worse things than having Frankie singing “Stay” or “Who Loves You” to your customers and prospects throughout the day.
Peter Smith is president of Memoire and author of two books, “Hiring Squirrels: 12 Essential Interview Questions to Uncover Great Retail Sales Talent” and “Sell Something: Principles and Perspectives for Engaged Retail Salespeople.” Both books are available in print or Kindle at Amazon.com. Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
More on Independents
The Latest
SurveysMay 01, 2026
Consumer Confidence Inches Up in April Despite Rising Gas PricesRespondents were concerned about the Middle East conflict and how it will impact their finances.
CollectionsMay 01, 2026
A ‘Hidden Garden’ Emerges in Tiffany & Co.’s 2026 Blue BookOur Piece of the Week, the “Butterfly” necklace, showcases a 7.02-carat oval diamond set between diamond, platinum, and 18-karat gold wings.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
TechnologyApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
