ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMar 14, 2016
From JA NY: Using Referrals to Get Clients through the Doors
Rather than paying up front for marketing that might not show results, jewelers should use referral systems that get clients into the store at a low cost.
New York--Finding the right marketing plan can be difficult for jewelers, many of which will put a substantial budget toward trying to find the right mix of things without really even knowing if it’s working.
At an education session held Sunday afternoon at the JA New York Spring show, Ascend Marketing Inc. President Jim Ackerman suggested an option for retailers that, while not necessarily new or revolutionary, brings people in the door for less than what most advertising costs: referrals.
Self-generated leads can provide a strong marketing method for retailers to drive new and existing customers through the door at little cost up, Ackerman said. And since people tend to associate with similarly situated individuals, referrals can bring in “clones,” so to speak, of top existing customers.
According to Ackerman, referral selling offers a number of key advantages: no real up-front cost of acquisition, an easier and faster close, a higher unit of sale in general, less price sensitivity and greater long-term loyalty. Referred customers also are more likely to tell others about the store.
Asking for referrals, however, must be done correctly and depends a lot on attitude, Ackerman said.
Rather than directly asking the customer to make a referral to help the business, it’s important to word it in such a way that makes it “a matter of you serving the customer” and doing what’s in their interest rather than the other way around.
There are two kinds of referral systems, pro-active and passive, Ackerman said.
Passive referrals provide an incentive for when a customer sends a referral but can take time because then the store has to wait for them.
According to Ackerman, an example of a successful passive referral program would start with sending a letter to a store’s existing customer base introducing the system and how it works. Included with that would be a certificate that has a space for them to write their names. That way, when a new customer comes in the store will know who referred them.
Once a referral comes in, the store should send the referring customer a letter giving them their reward as well as additional certificates to encourage more referrals.
Rewards can be either in-store or external, such as a gift certificate to a local restaurant.
A pro-active referral, meanwhile, rewards customers offering referral contact information on the spot. This provides retailers with names
and information right away but means they have to do some relationship building.
Ackerman said he recommends jewelers use a combination of the two within their stores, and said there are seven key characteristics to making referral programs successful.
They are:
--Offering incentives for the referring customer;
--Offering incentives for the referred customers;
--Creating the necessary support and promotional materials;
--Creating scripts for salespeople and staff;
--Offering training for salespeople and staff;
--Having tracking systems to reward customers for referrals; and
--Having a tracking system to make sure the process is working.
Ackerman said he recommends jewelers use a combination of the two within their stores, and said there are seven key characteristics to making referral programs successful.
They are:
--Offering incentives for the referring customer;
--Offering incentives for the referred customers;
--Creating the necessary support and promotional materials;
--Creating scripts for salespeople and staff;
--Offering training for salespeople and staff;
--Having tracking systems to reward customers for referrals; and
--Having a tracking system to make sure the process is working.
Another idea to create self-generating leads for the store is a guest/host joint venture program, which aligns the store with non-competitive but complementary businesses in the area. One good example are those also in the bridal/wedding planning industry.
In this partnership, the retailer would endorse the joint venture to its list of customers. The joint venture partner would agree to give the jeweler’s customers a better-than-normal deal as well as cut the jeweler in for a piece of the profits.
That joint venture also can reciprocate by endorsing the jewelry store to its base of customers.
It’s important that the jeweler go to a business with a clear idea of what the partnership terms will include, Ackerman said, and negotiate the terms thoroughly, including who will pay for the promotional material costs as well as when and how commissions are paid. It’s also extremely important for the jeweler to be true to all terms of the partnership.
Finding businesses that might agree to a guest/host joint venture and setting up the partnership will take some time, Ackerman said, but that shouldn’t stop retailers from trying it.
“Why should you? Because your competitors won’t.”
More on Events & Awards
The Latest
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
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.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
