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Clienteling: All in Time for Valentine’s Day

Utilize this platform to promote sales and draw in more customers to your store.




(PRESS RELEASE) Clienteling can best be described as the art of building rapport with clients and nurturing their long-term loyalty. So, what can you do to draw customers closer despite social distancing, and inspire trust and confidence for years to come? GN Diamond speaks with over 3500 independent jewelers every day who are navigating this “new normal,” and they’ve given us valuable insights into clienteling.

Exceed Client Expectations in the “New Normal”

This past holiday season has been reported to have been excellent for retailers across the country. People are going in-store and online and making meaningful purchases. GN would like to help retailers continue this trend and bring customers in for repairs, up-grades, new engagements, wedding bands, special push presents or anniversary gifts.

Here are some helpful strategies.

  • Service. Showing genuine care for the customer, forming a personal connection, and providing helpful, targeted guidance are still essential. This year, go above and beyond by offering highly-personalized virtual and in-store appointments where the customer feels like a VIP.
  • Convenience. 2022 digital presence is more important than ever. Be reachable by website, phone, email, social media, and video conferencing. And when clients can’t talk to you directly, make sure your website and social feeds are full of dazzling images and videos that showcase your inventory and provide engaging education on the 4 C’s. Remember: visual and verbal communication are not only easier for clients to absorb, they also help build credibility 7x faster than text. Feel free to utilize high resolution images of finished diamond jewelry and loose diamonds right from the GN website,
  • Staying top of mind. Timely, personal reminders when holidays and special events are approaching are appreciated more than ever by clients. It shows you are thinking about them and that you want to be available and helpful during difficult times. Call your clients and offer to clean their jewelry and watches,or tell them about a great discount they may take advantage of. A human touch is the most powerful thing you can bring to your clienteling this year.
  • Employee training. As always, you’re only as good as your team. Train and empower salespeople to delight clients and remind them why shopping with you beats buying from an online retailer or chain store. Training should cover creating an excellent customer experience whether on the phone, over Zoom, or using safe in-store practices. The better the experience they deliver, the more sales momentum they’ll generate. GN offers free training and you can easily view past webinars from industry experts like Shane Decker.

GN Diamond Makes Clienteling Easier

The GN Diamond platform makes it easier than ever to give clients the exceptional service, digital convenience, and personalized experience they desire. Independent jewelers nationwide benefit from Diamond Hunt, the company’s white-label loose diamond search portal that seamlessly integrates with your website to showcase your entire inventory with your own branding and markups.


Learn more about Diamond Hunt and our free sales and marketing resources and continuing education and training at Sales representatives are available 7 days a week at or 800-724-8810.



She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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