Press Releases

Capture More Buyers This Holiday Season

Published

1 month ago

December 4, 2025

Press Releases

(PRESS RELEASE)

Leverage the GN Diamond Platform to Close More Sales

No matter what the world brings, people continue to invest in what matters most: their loved ones. As we enter a busy holiday season, shoppers are more eager than ever to celebrate with something meaningful and lasting. That’s why they’re choosing timeless luxury—diamonds and fine jewelry.

3 Ways to Drive More Sales This Holiday Season

Before anything else, the most powerful step you can take is adding a virtual diamond inventory to your website. Today’s shoppers begin their journey online—and many complete it there.

Diamond Hunt, GN Diamond’s white-label online diamond listing and search tool, lets you showcase a complete diamond inventory with your branding, your pricing, and your markups. Customers enjoy 360° imagery, light performance analysis, Gemprint ID, and GIA certification—all at their fingertips.

With your online inventory in place, use these strategies to boost sales:

1. Use the Added Value of GN’s Diamond Journey
Give customers a stunning visual experience in-store or online. The Diamond Journey shows:

360° views under magnification
Certification details
Light performance scoring that explains why one diamond outshines another

This tool simplifies your presentation, speeds up the sales process, and helps generate more referrals. The value—and ease of use—is unmatched.

2. Increase Your Inventory Now
Investing in both natural and lab-grown diamonds is one of the strongest moves you can make. Stock a wide range of cuts and carat sizes, and be sure to keep popular add-ons—like diamond studs—readily available.

With Diamond Hunt, you gain instant access to GN’s $80 million inventory of 5,000+ loose GIA certified diamonds.

3. Sell the Experience—Not the Price
Lead with your best pieces and avoid discount-driven selling. Create an elevated, memorable online and in-store experience focused on your customer’s emotions and aspirations.As Shane Decker often reminds us: Never sell out of your own pocket.

Discounts can undermine confidence—customers may wonder if they could have negotiated more. Instead, emphasize value, meaning, and the memories your jewelry represents. When you do, price becomes secondary.

Luxury Sales Made Simple

The GN Diamond Sales Platform is free, easy to learn, and supported by expert training to help you utilize every feature. From the Diamond Hunt digital presentation portal to comprehensive sales and marketing tools, GN Diamond empowers independent jewelers to compete—and win—both in-store and online.

Learn more at gndiamond.com or speak to a representative 7 days a week at [email protected] or 800-724-8810.

click to Comment(Comment)

Up Next

NAJA Announces Schedule for 2026 Tucson Conference

Don't Miss

Mother–Son Duo Brings Late Founder’s Dream to Life as J.R. Dunn Jewelers Opens the Largest Independent Jewelry Store in South Florida

Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson

When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren. For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish. "Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful." The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing." Smith's recommendation is emphatic: "I would never be able to do what they did by myself."