Independents

Squirrel Spotting: Why Music Matters in Jewelry Stores

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.

2016-Peter_Smith_copy.jpg
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.
Peter Smithis an industry consultant, speaker, and sales trainer, and author of 3 books on sales. Reach him at TheRetailSmiths@gmail.com.

The Latest

Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Weekly QuizJun 26, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Khepri Jewels Luna collection fancy color fringe multi-shape drop diamond earrings
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

“Marvel | Citizen Zenshin” watch for the new The Fantastic Four movie
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy