MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
IndependentsJun 18, 2019
Do You Really Need to Drive More Prospects into Your Store?
Peter Smith says while the idea of increasing foot traffic isn’t without merit, it’s not necessarily the panacea some think it is.
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.
Recently, I was speaking with an industry friend who suggested that one of the biggest challenges facing jewelers today is the need to drive more prospects into their stores.
His sentiment was neither unique nor without merit. There certainly has been a gradual decline in retail jewelry store foot traffic in recent years, even as higher average tickets have largely helped to offset the decline.
To believe, however, that getting more people to come into your store is the answer to growing your business can be a bit of a red herring.
Any business would, of course, love to have more potential customers. But the sheer cost in terms of both money and resources involved in increasing foot traffic—not to mention the challenge of guessing what media and messaging would be successful in doing so—might not be the best use of your time or money.
The single best opportunity to grow your business is to convert more of your prospects.
“Executing better on the factors you can control is a preferable strategy to building business, and closing more prospects, particularly at a higher average sale, is the best metric.”Other than having a broad and general “We’ve got to convert more” or “We need to train our people better,” I rarely hear of retailers prioritizing conversion as a strategic business objective, with clear goals and a path to success.
Yet, the rewards for doing so can be immense.
If you are converting three of 10 prospects currently, that means seven people are walking out of your store empty-handed.
Turning just one of those seven people into a customer can result in a 33 percent increase to your business. If you are currently closing two of 10 prospects, converting one of the eight who are not buying will grow your business by 50 percent.
In Mark Ryski’s excellent book, “Conversion: The Last Great Retail Metric,” he wrote: “Sales results are not a reliable proxy for customer experience, but customer conversion rate is. In fact, conversion rate is an excellent proxy for customer experience.”
As nebulous and elusive as marketing can be, even to the most sophisticated of retailers, executing better on the factors you can control is a preferable strategy to building business, and closing more prospects, particularly at a higher average sale, is the best metric.
Here are six controllables that might help you.
1. Hire salespeople who sell.
Almost 60 percent of salespeople working in retail jewelry stores should not be in any job that involves selling. Most of them are good, honest, hard-working people, but they are not fundamentally wired to sell.
You can’t teach drive and you won’t be successful in sales without that essential trait. Hire for it.
2. Replace your fast-sellers.
The least-sexy part of buying is replacing best-selling products, yet it is also the single most important aspect of buying. Suppress your instincts to continually reinvent the product wheel and never, ever allow your best sellers to be out of stock.
3. Don’t overstock your cases.
The more you have, the less your customer sees. Allow your product to breathe and resist the temptation to load up your cases.
No matter how strongly you believe that your customer is best served by having more options, the evidence to the contrary is too strong to ignore. If you’re trying to be everything, you are nothing. Tell your story in a way that makes it easy for customers to understand.
4. Turn your store into a fun space.
Use contrast lighting, music and scent to create an exciting retail environment. Use full-length mirrors and have your people dress more Nordstrom than H&R Block.
If it doesn’t feel like an exciting environment for your people, it likely won’t for your customers either.
5. Have your employees wear your jewelry.
Insist that employees wear their favorite pieces of jewelry and don’t be afraid to go big. If I had a dollar every time I’ve heard people telling me about selling jewelry right off their bodies …
Save the excuses as to why you can’t do it and make it happen.
6. Invest in sales training.
Product training matters and should be an ongoing commitment in your store, but it never ceases to amaze me how little retailers invest in actual sales training.
Make sure your people know the basics of body language, the need for open-ended questioning, the importance of sales principles such as the contrast principle, the paradox of choice and regret avoidance. That’s the stuff that influences consumer behavior and will help your team to convert more of the prospects already in your store.
Again, I am not suggesting that retailers don’t need to invest money marketing, but the best opportunity to improve business is closer than we think—it is every one of those customers who walk out of your store empty-handed amid salespeople's quiet whispers of “That was great, she’ll be back,” or “He was just kicking tires. He wasn’t a real buyer.”
You can’t teach drive and you won’t be successful in sales without that essential trait. Hire for it.
2. Replace your fast-sellers.
The least-sexy part of buying is replacing best-selling products, yet it is also the single most important aspect of buying. Suppress your instincts to continually reinvent the product wheel and never, ever allow your best sellers to be out of stock.
3. Don’t overstock your cases.
The more you have, the less your customer sees. Allow your product to breathe and resist the temptation to load up your cases.
No matter how strongly you believe that your customer is best served by having more options, the evidence to the contrary is too strong to ignore. If you’re trying to be everything, you are nothing. Tell your story in a way that makes it easy for customers to understand.
4. Turn your store into a fun space.
Use contrast lighting, music and scent to create an exciting retail environment. Use full-length mirrors and have your people dress more Nordstrom than H&R Block.
If it doesn’t feel like an exciting environment for your people, it likely won’t for your customers either.
5. Have your employees wear your jewelry.
Insist that employees wear their favorite pieces of jewelry and don’t be afraid to go big. If I had a dollar every time I’ve heard people telling me about selling jewelry right off their bodies …
Save the excuses as to why you can’t do it and make it happen.
6. Invest in sales training.
Product training matters and should be an ongoing commitment in your store, but it never ceases to amaze me how little retailers invest in actual sales training.
Make sure your people know the basics of body language, the need for open-ended questioning, the importance of sales principles such as the contrast principle, the paradox of choice and regret avoidance. That’s the stuff that influences consumer behavior and will help your team to convert more of the prospects already in your store.
Again, I am not suggesting that retailers don’t need to invest money marketing, but the best opportunity to improve business is closer than we think—it is every one of those customers who walk out of your store empty-handed amid salespeople's quiet whispers of “That was great, she’ll be back,” or “He was just kicking tires. He wasn’t a real buyer.”
More on Independents
The Latest
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
