MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
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.
Editors' Picks
Sponsored by
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
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
