Customers Keep Demanding to Meet the Goldsmith. Here’s How Jewelers Handle It.

THIS MONTH, we tried something different with our long-running “Ask INSTORE” column. Instead of our usual format, we put a question directly to our Brain Squad — how do you handle customers who demand face time with your bench jeweler? The responses fell into four camps: jewelers who’d lock the shop door, those who train their team to run interference, others who meet customers on their own terms, and those who say the personal touch is the whole point.

ED: NOTE: Have a question you’d like the Brain Squad to consider? Email your query to [email protected] or submit to the DISQUS comments at the bottom of this page.

New clients keep asking to meet with me, the goldsmith, in the lobby. I enjoy it, but every visit puts me further behind at the bench. My team explains the tradeoff, but some customers get demanding. How do you handle this?

OPTION 1

Protect the Bench at All Costs

The hard-liners in this group are unanimous: goldsmiths belong at the bench, period. Every hour of client schmoozing costs roughly four hours of production time, creates security risks, and blows up deadlines for customers who are already waiting. Some respondents were diplomatic about it. Others … not so much.

• “I have worked with many goldsmiths when I wholesaled and told them over and over that they cannot meet the client face to face unless they have a big enough markup or are working extra hours. Every hour with a client is close to four hours on the bench. Not to mention security issues. Don’t do it. Plain and simple.” — David B., Calgary, Alberta, Canada
• “If I say no to bothering the goldsmith, and they are rude, like every other rude customer, I open the front door and wish them a good day. You don’t come into my world and state orders. If we need the goldsmith, I will get him, but if I am doing my job, he can work in peace.” — Jo G., Oconomowoc, WI
• “Our sales team needs to be the one to handle this, or the manager or the owner. It is very rare that our craftsmen come onto the floor except to cut off a ring. The shop is too busy to wait on clients.” — Brenda Newman, The Jewelry Source, El Segundo, CA
• “Jewellers do not meet with customers — no exception.” — Ragnar B., Vancouver, British Columbia, Canada

OPTION 2

Your Team Should Handle It

Many respondents said the real problem isn’t demanding customers — it’s undertrained staff. If your front-of-house team can’t answer questions confidently, customers will naturally escalate to the goldsmith. The fix: invest in your people, give them scripts, and let them build trust so the bench stays protected.

• “Sales staff and other staff have to protect the benches. ‘I would love for you to meet Jane, our fabulous goldsmith, but she is busy working on projects. As you can imagine, jewelry repair and creation takes focus and precision to get it right, so she needs lots of uninterrupted time. Is there a question or concern I can address for you?’ Then you let them answer. If they are demanding, the staff should get the manager or owner involved. Sometimes, people just want to talk to someone ‘higher up!'” — Angela C., Atascadero, CA
• “I would work with the store manager to identify why the requests have escalated. Is the team not fielding questions confidently or passing the buck? Is there a way to have the sales team triage requests better so that you’re only being interrupted when absolutely necessary? I think trying to figure out why there is this idea among new clients that they need to meet with you and then working with the team to inoculate against that.” — Jeff M., Knoxville, TN
• “Your team should be educated and trained well enough to know how to handle most if not all of their questions and concerns without having to hear it from your mouth. I get it, most customers want to speak to the owner, watchmaker, jeweler … etc. But sometimes your team needs to put their foot down and say no, we can help you.” — Marc M., Midland, TX
• “When they ask to see our goldsmiths, our front sales staff is so well-trained that they are able to explain everything better than our goldsmiths would.” — John P., Winter Park, FL

OPTION 3

Meet Them, But On Your Terms

The largest group of respondents landed here: yes, meet the customer — but structure it. Popular tactics include designated appointment windows, five-minute “hello and handoff” greetings, consultation fees for extended sessions, and framing time limits as something you do for ALL your customers, not a rejection of this one.

• “At our store, we have found the key is proactive, empathetic boundary-setting. One of the most effective strategies is having my professional staff communicate my availability and time limitations on the front end. They might say: ‘Our goldsmith would be happy to meet with you. She just needs to limit consultations to about ten minutes so she can keep everyone’s work on schedule.’ For more complex or open-ended visits, I’ve implemented a system that has been a game-changer: I set a timer. The first 30 minutes are complimentary. If the appointment evolves into a custom job, the fee is waived. If it remains purely a consultation, once the timer sounds, paid time begins at $60 per additional 30 minutes. Serious clients don’t bat an eye. Time-wasters suddenly wrap things up.” — Denise O., La Grange, IL
• “‘New clients’ is the key. You are building trust by meeting with them. Say hello, listen to what they say, repeat it back to them in your own words, reassure them you will do a great job for them — then say ‘I have to get back to the bench now, I never want to miss a deadline for a client.’ Stay focused! This meeting should take 5 minutes or less. A new client is a treasure to be won and valued.” — Ellie T., Chicago, IL
• “I suggest setting up a scheduled day with a window of time for appointments to meet with clients. Maybe two hours a week where you can be available. Have your staff explain to the clients that this is the only time available to meet and that an appointment is required. A doctor is usually not available without an appointment and you are a jewelry doctor — so train your clients to work on your schedule.” — Eric S., West Springfield, MA
• “We experience this quite often. The best explanation that usually works is ‘There is a customer coming in to pick up their repair within the next few minutes and it has not been completed.’ This, our customers understand better than any other.” — Tim W., Yorktown, VA
• “Would it be helpful to make appointments with those who want to speak with you? Seems like those that are ‘serious’ will take you up on it, those who are ‘maybes’ won’t bother.” — Janne E., Cocoa, FL

OPTION 4

Embrace It — You’re a Star

A passionate minority says stop treating face time like a problem. The goldsmith IS your competitive advantage — the thing chains and online sellers can’t replicate. So hire bench help, raise your prices to buy yourself time, bring customers to the workbench for a “wow” moment, or simply extend your delivery promises and enjoy the relationship-building.

• “Be more of a manager and leave the benchwork to others. You are the face of your business — everyone wants to meet the star, so lean into it. That’s the best place for you to be in your business! Alternatively, you can extend your time to delivery. That’s what I do, and people are more understanding with this than being deprived of their time with the star!” — Monica L., Fond du Lac, WI
• “Raise your prices and hire a second jeweler to help you. Learn to delegate. I know, no one can do it like you do, but if you want to grow, you will need to do it. You need to continue meeting with them — you are the reason your business exists.” — Doug M., Marietta, GA
• “Bring the customers to the bench; you can talk while you work and the wow-factor for the customer is much bigger that way. Very few people have seen a goldsmith shop. I use the shop tour to close many deals.” — Klaus K., Bristol, RI
• “This is our edge! Every new client meets our award-winning designer/jeweler, award-winning gemologist/designer/appraiser, and our awesome store manager. Clients love knowing their jewelry team!” — Elizabeth P., St. Louis, MO
• “Have team tell these demanding weirdos that you can’t come to the lobby because you’re at the grocery store demanding to see the butcher who did such a nice job on your pork chops.” — Gretchen S., Sherman Oaks, CA

ED: NOTE: We’re pretty sure Gretchen is being sarcastic here, and actually would allow her bench jeweler to meet customers.