David Squires

Want a More Confident Jewelry Business? Start With These Habits

Confident stores fail fast, own their quirks, and never apologize for standing out.

Published

1 minute ago

January 29, 2026

David Squires

Want a More Confident Jewelry Business? Start With These Habits

A confident business smiles brightly at the world. If the world doesn’t smile back, that’s the world’s problem, not theirs. IMAGE: GENERATED BY GOOGLE NANO BANANA

These notes were originally posted, in a somewhat different form, on David Squires’s LinkedIn account. Follow David on LinkedIn.

CONFIDENT BUSINESSES iterate quickly and don’t wait forever. It’s not ready, aim, fire. It’s not even ready, fire, aim. It’s more like FIRE, FIRE, FIRE.

That’s because confident businesses hate stagnation (more than ANYTHING!) and don’t fear failure. In fact, confident businesses see failures and mistakes only as steps in a sequence that, inevitably, ends up at success. More, faster failures just mean faster steps towards success. Fail fast enough and you’re practically SPRINTING towards your goals.

Confident businesses don’t feel the need to over-promise. Instead, they UNDER-promise and OVER-deliver.

Confident businesses are clear about their policies, even when the policy is “Hey, we’re currently figuring out this policy …” (As it happens, confident businesses are comfortable dwelling in uncertainty.)

Confident businesses aren’t afraid to let their personality shine through. They know they can’t appeal to everybody and are absolutely fine with that. They strive to add unique and surprising flourishes throughout their business.

Examples:

Play French pop music on the store audio system.
Have a signature coffee or cocktail.
Give pride of place to the owners’ rock-and-roll guitar collection.
Write weird, funny thank-you notes on customers’ purchase receipts.

A confident business smiles brightly at the world. If the world doesn’t smile back, brightly or otherwise, that’s the world’s problem, not theirs.

Do YOU have a confident business? Congratulations, we bet it feels good.

Do you WANT a more confident business? Then start by modeling some of the behaviors of confident businesses listed above.

The good thing is that the behavior comes first. The feeling catches up.

Brainstorm: Reward Couples Who Invest in Their Marriage

Marrying couples receive a free copy of Gary Chapman’s book.

John Henne runs a 4th-generation jewelry store, Henne Jewelers, in Pittsburgh.

Over the years, his late father, Jack, noticed something about the young couples who came in: they often seemed more focused on the ring and ceremony than the actual relationship.

So, after attending an inspiring leadership class, John did something about it.

Now, anyone who tries on an engagement ring at Henne Jewelers gets a copy of Gary Chapman’s “The Things I Wish I Knew Before I Got Married.” Not only that, couples who complete any kind of premarital counseling get $100 off each wedding band.

“We have this unique opportunity to connect with these young couples,” John says. “To speak positively to them and give them a little bit of help.”

It’s not about selling more rings. It’s about caring what happens AFTER the sale.

David Squires

David Squires is the Group Editorial Director of SmartWork Media. He believes that the first role of business media is to inspire readers.

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