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Commentary: The Business

Here’s How to Stay Customer-Focused During the Holiday Rush

No matter how many people on the sales floor, you must stick to the basics of customer service.




LET’S TALK ABOUT the basics. Pure and simple, that means providing kind customer service while keeping your ego in check when it threatens to walk all over your common sense.

How do you react when a customer expects you to just drop everything to fix her costume pendant that she bought somewhere else when you have a store full of bonafide customers who want real jewelry? Every one of those customers will notice how you treat the simplest of us. You must learn that you are on a stage of sorts — so smile, be patient, be kind, be genuine and, if not, at least fake it ‘til you make it through the day.

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People come to us with misinformation, stupid requests, etc., but they come to us, the professionals of the industry. Each of you holds a place of power. I often preach that we have to be sensitive to what it is like to approach us. How do you feel when you aren’t waited on promptly and recognized, but rather talked over or ignored? Or worse, pounced on the moment you enter the door? Now imagine a recent widow, divorcee or survivor coming into your store and not being waited on promptly or even recognized, but instead ignored. It’s intimidating.

Translate that thought into your greeting protocol. Your customers should be greeted inside the door within 15 seconds of arrival. Have your staff close their eyes and count 1 one thousand, 2 one thousand, until 15 one thousand. It’s a long time, isn’t it? Are you greeting them promptly and in an engaging manner? If not, why not? Are you practicing active listening and asking open-ended questions?

People stop buying when you stop selling! Are you doing add-on sales? Are you requesting return visits for jewelry check-ups, positive reviews or recommendations to friends?

Of course my favorite topic for ABC sales is The Yes Train. You wanted white gold, yes. You wanted a halo with vintage accents, yes. You wanted a size 6 with euro shank, yes. You were looking for larger diamonds in the shoulders and some sparkles in the gallery, big smile, yes. This will make a sensational ring all of your friends will envy, yes. Let’s get your deposit taken care of so I can get started on this beauty right away! That active listening “yes” train is headed straight to the bank.


You must build confidence, inspire cooperation and invite rapport with each customer, every time. Check your ego at the door, Fancy Jewelry Store Owner. How you treat customers, how you respond to challenges, how you handle a serious crisis is reflected in how you treat your employees and how they will treat your customers.

What will you change tomorrow and the next day? Because it is a process to become an owner (meaning manager, goldsmith, appraiser, bookkeeper, psychiatrist, repairman, event manager, cupid and of course, housekeeper).

Fundamentals can never be underrated, especially headed into the holiday season. Now go dazzle them!

Denise Oros owns Linnea Jewelers in La Grange, IL.



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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