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Engaging Conversations With Customers Are Sure to Help Boost Bottom Line Sales

Master jewelry sales with expert tips and make every interaction memorable and joyful.




(PRESS RELEASE) Often customers walk into a jewelry sale and the first retort they have is, “I am just looking.” Nowadays, it is very few and far between that a customer is just looking. And if they are just looking there is something in your store that intrigued them to come inside as opposed to pass by.

Thus, the opportunity for a sale lies in the hands of the sales associate. The following are some key ingredients to help create a sale.

Engaging a customer and making them feel comfortable communicating with you is one of the key ingredients that may lead to a future sale. Sometimes, the more casual the better. It will increase the likelihood that they’ll spend money with you. It can also help you learn more about the customers wants and possible needs, which will help channel your sales strategy towards one particular line of jewelry versus another.

Know your inventory. If the customer is looking for loose diamonds, it is important to know sizes, shapes, colors and cost. Never underestimate the budget of a customer, it is always easier to start high and then go down versus the reverse strategy.

Create confidence and popularity with a certain product line, so that a customer may think, “I want that, too.” Listen for feedback.

Give the customer time to react to what you are selling before saying too much or moving on to another product. Speaking about too many product lines may be overwhelming or cause overall disinterest. It is important to get the first yes.


Has the customer come in before? Are they coming in to pick up a repair?

Don’t forget the add-on sale in which many of the strategies listed above hold true. Plant seeds for future sales while the customer is waiting or paying. It is suggested to choose only one add-on product.

Be subtle, not pushy. Try to assume the sale as an add on if the conversation steers you in that direction.

The Power of Wowing. Mother’s Day is around the corner, now is the time to wow everyone. Not only that, but you never know what they will tell their friends about how they were wowed by a certain sales associate.

Creating sales is challenging and unfortunately there is not 1 magical strategy that will ensure a 100% closing rate, but many of these points listed in this article certainly cannot hurt. Selling a luxury item like loose diamonds and diamond jewelry is exciting, it’s celebratory, it’s exhilarating and most of all make it fun and enjoyable for everyone.

As a great reference, feel free to go to Instore Magazine’s file of past webinars and listen to some of the wonderful webinars by Shane Decker, president of Ex-sell-ence Academy and Asaf Herskovitz, CEO – GN Diamond.




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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