Imagine you were at a party and someone asked you, What are the two things I should know about jewelry retail? You’d reply …

  • Make it right/Keep it beautiful. — Frank Salinardi, Linardi’s Jewelers, Plantation, FL
  • Customers want something unique/(They want to be) just like everyone else. — Russell Criswell, Vulcan’s Forge, Kansas City, MO
  • If it’s good, it ain’t cheap. And if it’s cheap, it ain’t good. — Marc Majors, Sam L. Majors, Midland, TX
  • The industry will always change/Great customer service never goes out of style. — Julie Terwilliger, Wexford Jewelers, Cadillac, MI
  • Volume is vanity/Profit is sanity. — Charles Hood, C.B. Hood Diamond Co., Santa Maria, CA 
  • The customer is not always right/Treat them as if they were. — Casey Gallant, Stephen Gallant Jewelers, Orleans, MA
  • Be honest and treat people as you would like to be treated/No good deed goes unpunished. — Marta Jones-Couch, Elements Ltd., Des Moines, IA
  • If there is a great product, there will be a less expensive “me too”/If you have a good idea, someone will copy it. — Brian McCall, Midwest Jewelers and Estate Buyers, Zionsville, IN
  • Listen first. React second. — Joseph Delefano, Regency Jewelers, Rotterdam, NY
  • Have enough inventory to service the clientele you have. Don’t drown yourself with too much inventory. — Mike Doland, Doland Jewelers, Dubuque, IA
  • Listen more. Talk less.  — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • 1) The customer is always right 2) Go back to step #1. — Peter Stavrianidis, Venus Jewelers, Somerset, NJ
  • Know your customer/Sell them what they want. — John DiEnna, JD3 Jewelry, Lansdowne, PA
  • You need the right sales team to create the in-store experience/If you don’t have a good online presence, you won’t succeed. — Chris Wattsson, Wattsson & Wattsson Jewelers, Marquette, MI
  • Romance every sale like it’s a three-carat diamond /Watch out for the fly-by-night dealers, they’ll piss down your back and tell you it’s raining. — Elysia Demers, Barnhardt Jewelers, Spencer, NC
  • Be truthful with your clients and your vendors ... all the rest will follow. — Rex Solomon, Houston Jewelry, Houston, TX
  • Work hard. Play hard. — Buddy Bear, Buddy Bear Jewelers, Merion , PA
  • Don’t judge a book by the cover/Customers buy from someone they like, so be likable. — Steven Wardle, Forest Beach Design, Chatham, MA
  • Know the latest trends/ Stay focused on your market. — Ann Thacker, Thacker Jewelry, Lubbock, TX
  • A good bench jeweler knows when to say when/Some people just aren’t happy unless they aren’t happy. — Steve Stempinski, Steve’s Place, Madison, GA
  • Experience is key. The client has to want to buy from you since the competition is fierce/Prices will be better elsewhere. — Heather Burleson, Shelia Bayes Fine Jewelers, Lexington, KY
  • For custom and repairs, promise long/For custom and repairs, deliver early. — Ira Kramer, The Diamond Exchange of Maryland, Rockville, MD
  • Plan, plan, plan/Adjust the plan, adjust the plan, adjust the plan. — Corey Miller, Leighton’s Jewelers, Merced, CA
  • People are great/People will drive you nuts. — David Blitt, Troy Shoppe Jewellers, Calgary, Alberta, Canada
  • Everyone does custom/Great designs are not always custom. — Richard Frank, Goldstein’s, Mobile, AL
  • Everything David Geller says is gospel/David Geller knows nothing about your market. Ignore him. — Cliff Yankovich, Chimera Design, Lowell, MI

This article originally appeared in the November 2017 edition of INSTORE.

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