ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
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
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
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
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.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
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.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
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.
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.
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.”
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.
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.
