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It's Okay to Feel a Bit Down. But the Jewelry Business is Going to Be Fine.

opinion: Jewelers, you are not losing customers. They are just on stay-cation.




PEOPLE HAVE WORN, loved, and craved jewelry for thousands of years. Jewelers, you are not losing customers. They are just on stay-cation. Jewelers made it through Great Depression and two World Wars. We will make it through this, too. When people can’t travel, they buy jewelry.

Feeling down? I get it, but what do you gain from being negative? Zero. Being optimistic is better for your mental health and your pocket book. Let’s spread some optimism, some creative ideas, and let’s get happy together.

Here are some things retail jewelers can do.

  • Offer customers free shipping.
  • People don’t like being told what to do (i.e. stay indoors). They want retail therapy. If your current local regulations permit it, turn your store into an appointment-only showroom. Offer customers one-on-one appointments or even curbside service at your store.
  • Studies show that being able to adapt is the greatest indicator of success. Been meaning to learn how to use that new camera or start an Instagram page? Now is a great time to learn something new.
  • Updating customer appraisals can be done from home. If you charge $100 for appraisals, this is a quick money-maker you can do from home. Try messaging customers with a message like: “There’s a lot of uncertainty and this world, but gold and diamonds have always held their value. Make sure your valuables are properly insured. If you need assistance, have jewelry or gold questions, or just want to talk, message me. I am your jeweler and I am here for you.”
  • Remind your followers on Social Media that jewelry is timeless. Stay positive. Try humor with lines like “Hey you are going to be QUARANTINED with this woman for a long time. You want her happy? Buy her jewelry!”
  • Buy gold and diamonds. This could be a great opportunity to make money on the buy.
  • You finally have time to create new case ideas. Make an estate case, a luxury case, last chance case, staff pick, or $500 and less case.
  • Sell jewelry on Facebook. I see women sell a ton of $5 jewelry just by doing Facebook Live!. People love these. They are easy, engaging, ‘real’, and fun. Why not go live and sell some jewelry? It’s free so nothing to lose. Video can be scary, but the more you do it the better you become, so start today!
  • Sort break out stones. Do inventory.
  • Plan future marketing strategies.
  • Update your website so you can sell from home.
  • Buff, remount old jewelry so it looks new.
  • Take pictures and try selling on Craigslist, eBay, Etsy, Facebook.
  • Create future mailers/post cards to drive traffic.
  • Drum up repair business over text messaging. Ask customers to text you pictures of jobs that need to be done or prongs that need to be retipped. Set up future appointments to do these repairs.

It’s not easy to keep positive, but for your own financial success and mental health you must try. Keep calm and carry on.


Aleah Arundale is a fifth-generation jeweler turned loose diamond wholesaler and the creator of the Jewelers Helping Jewelers Facebook group. Sign up for her Jewelry Sales Tips newsletter by emailing her at [email protected].



Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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