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Megan Crabtree

Ring in a Record-Breaking 2022 by Focusing on 2 Things This Holiday Season

They will set you up for success in the moment and in years to come.




OVER THE NEXT couple of months, you will be experiencing the highest foot traffic and, for many, the highest revenue period of the year. I know you can only do so much, so I am going to simplify this by giving you two areas to focus on this holiday season to ensure a record-breaking 2022.

Collect Data

You cannot clientele in 2022 nor run customer-specific reports based on past purchase history if you do not collect data from your customers while they’re in your showroom. Below, I have listed the most essential data to collect and why.

First (and most obviously), you collect the typical data like first and last name, cellphone number, address, and email, but do not forget to collect that same information on their partner. That way, you will now have two clients to follow up with for later occasions.

Be sure to note (or choose a drop-down, if you have this capability in your point-of-sale software) how the customer heard about your store. You will then be able to generate reports to see if your current marketing is driving traffic.

Add personal notes to the account to help you remember the customer for next time. Maybe you note their son recently won a big soccer game or their daughter just got married. It’s great for memory’s sake. Next time you talk to them, they will know you cared and that you listened during their last visit.


Be sure to jot down occasion dates for both parties, such as anniversaries and birthdays. Once entered into the system, you can then run monthly reports on whose special occasions are coming up and reach out to them prior to the occasion to see if you can assist with a special gift.

Prepare to Provide A “Wow” Experience

Prepare staffing in advance to accommodate and provide a “wow” experience even with the holiday increase in foot traffic. To simplify this, I have listed 4 tips to consider.

Hire help specifically to handle ring cleanings. You don’t want to take your salespeople away from customers just to clean a ring.

Hire help specifically to ensure every customer has a great experience. They can offer beverages, collect customer names, and simply reassure guests that a sales associate will be with them momentarily.

If you have an upset customer or want to make someone’s day, offer a complimentary service to them that costs you nearly nothing but means the world to them. An example could be changing a watch battery for free. It costs you less than a dollar, so why not use that to your advantage?


Meet the customer where they want to be met. This means if they want to buy a diamond virtually, be prepared to jump on Zoom. If they do not have time to pick up the gift, offer to deliver it. If they have five kids in the car, offer curbside pickup.

Consider counting how many other independent or corporate chain retail jeweler stores are in your local market, then add how many websites are out there that customers can buy jewelry from. How are you clienteling differently from them based on the data you collect, and how is your shopping experience different enough to make them want to only shop with you in 2022?



He Doubled His Sales Goals with Wilkerson

John Matthews, owner of John Michael Matthews Fine Jewelry in Vero Beach, Florida, is a planner. As an IJO member jeweler, he knew he needed an exit strategy if he ever wanted to g the kind of retirement he deserved. He asked around and the answers all seemed to point to one solution: Wilkerson. He talked to Rick Hayes, Wilkerson president, and took his time before making a final decision. He’d heard Wilkerson knew their way around a going out of business sale. But, he says, “he didn’t realize how good it was going to be.” Sales goals were “ambitious,” but even Matthews was pleasantly surprised. “It looks like we’re going to double that.”

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