WHEN LAUREN PRIORI started her business, L. Priori Jewelry, nine years ago, she was not only the sole proprietor, but also the only salesperson. She launched her custom engagement ring operation as an appointment-only business model because that’s the only way it could have worked.

Now, with three locations in Pennsylvania and Washington, DC, and a growing sales team, she wouldn’t have it any other way. “We know that each lead is hot, and in turn our closing rate is very high,” Priori says. “It also makes staffing much easier; if a salesperson wants to take a vacation, it’s no problem at all. They just close their appointment calendar for that week.”

Priori allows her team to have unlimited vacation, within reason; an enviable perk that wouldn’t work with the unpredictability of a walk-in clientele. The scheduling autonomy makes it easier to hire, too. “No one wants to work Saturdays, but knowing they can shift around their hours or block off two hours to go to the doctor helps,” she says. “People feel less trapped and stuck in a store all day.”

At L. Priori, the sales team discusses custom options in private spaces.

It also gives Priori a sense of security. “We’re tucked away; we have to buzz people in. We know exactly who is coming. It feels safer.”

On occasion, a would-be walk-in is annoyed by the appointment-only policy, but in general, Priori finds that the shoppers most likely to buy from her prefer appointments. “If someone finds us on Google and wants to walk in and talk to someone on Saturday and there’s no one free to help them, they may get upset with us,” she says. “But that’s not really our customer anyway. I don’t want to be stop No. 3 of 20. I want to be the place for people who say, ‘I want to work with you and I’m here to buy now.’”

Priori’s goal for closing is around 80% and the actual rate is around 70%. It takes an average of just under two appointments to close the sale. If a third appointment is needed to view additional diamonds, Priori will charge a deposit to cover the cost of shipping.

Forward-thinking jewelry retailers are discovering that appointment-based shopping isn’t just a convenience — it’s a competitive advantage that transforms both customer experience and business operations. Independent jewelry retailers who embrace appointment-based engagement ring shopping are seeing closing rates of 70-90% while simultaneously improving operational efficiency and customer satisfaction.

Luka Bishop, sales manager for Smyth Jewelers in Baltimore, MD, has seen demand for appointments double in the five years following COVID shutdowns. “We’ve always been great at appointment selling, but more people have pivoted to virtual and shopping online. We saw a surge and we do a lot of virtual appointments as well.” Bishop says appointments do mean a higher closing rate because clients willing to book an appointment are more committed.

Kathleen Cutler, luxury sales expert for fine jewelers, says offering private bridal appointments demonstrates that the jeweler values the clients’ time and has curated something just for them. “It sets the tone for trust, ease and a stronger close rate,” she says.

Cutler says every independent jeweler’s bridal journey should begin with a highly visible “Book Appointment” button on their website that leads to an online scheduler and a thoughtful intake form. “It signals to high-net-worth clients that you’re prepared, intentional and ready to offer a personalized experience from the very first step,” she says. “Those clients deeply appreciate preparedness.”

Also vital to the success of this business strategy is the follow-up. “I’ve seen jewelers sit on a goldmine of bridal appointments simply because they didn’t reach back out,” Cutler says. “If someone took the time to meet with you, don’t let that connection go cold. Follow-up isn’t just courteous — it’s often the key to the sale.”

Lauren Priori | Luka Bishop

“There’s no one-size-fits-all script, but there is a structure. Intake. Appointment. Follow-up. If every team member knows and lives that rhythm, you create consistency that feels like luxury,” Cutler says.

Jewelers booking engagement-client appointments offer initial consultations of 45, 60 or 90 minutes; others leave appointments open-ended.

Rewards of appointment selling are plentiful, jewelers say.

“We’ve consistently found that our appointment-based approach makes a meaningful difference,” says Julie Walton Garland, co-owner of Walton’s Jewelry in Franklin, TN.

“People deeply value a personalized experience, one where they feel seen, heard, and not just like another sale. By taking the time to tailor each appointment to the client’s preferences and pace, we’re able to build trust and connection. That extra care often wins people over and turns what could have been a hesitant visit into a confident, joyful purchase.”

Although space is tight at Walton’s Jewelry in Franklin, TN, a quiet spot for consultations is easily arranged.

Why Do Jewelers Like Appointments?

Not long after ilah Cibis converted an old warehouse into her dream jewelry store in Worcester, MA, she changed her business model to concentrate on custom engagement, opening fully on Saturday and by appointment only the rest of the week. “It’s made things a lot less stressful,” she says. “I’m more organized, I’m more ready to present to people, and I don’t have the distractions.

“When I was at my last location, I would have people stop in with reasonable but complicated questions about a custom piece, but they would come in with a kid that just finished soccer practice who was whiny and hungry or be taking phone calls in the middle of trying to have a conversation with me. I was something they could multitask on a whim.

Julie Walton Garland

People who make appointments expect me to be focused on them, but they also focus on me and our discussion, and plan ahead to manage kids and phone calls. I can’t recommend it enough.”

It’s rare for an appointment not to end in a sale at ilah Cibis Jewelry.

Marisa Perry, owner of Marisa Perry Atelier in Manhattan, schedules initial sessions of at least half an hour. “Somebody can walk in the store at any time and look at anything they want, but if someone wants 30 minutes of a dedicated salesperson’s time to try on rings and figure out what they want, an appointment is recommended,” she says. “I want to make sure they are not stuck waiting, because I hate waiting.”

If the consultation is for diamond selection, appointments are required and are at least an hour. “I want to get in a selection of diamonds that optimizes their budget,” she says.

If they’ve been referred by friends, the closing rate is usually 80 to 90%. About 95% of engagement rings she sells are custom.

Chris Phillips, owner of the Diamond Bar in St. Louis, works with a jewelry designer. The two are consistently busy and have a closing rate of about 90%. Appointments are scheduled an hour apart. “Our main focus is education, and when clients make an appointment with us, we tell them it can take between 30 and 45 minutes, but some appointments run longer.”

Despite the tight staffing he doesn’t turn away walk-ins. “We tell them to give us time to finish up, and we will give them plenty of time to ask questions and explore our cases once we are finished,” he says. “We have yet to have anyone leave due to waiting a little longer than expected.”

Todd Malcolm of Malcolm Jewelers in Moline, IL, has been a personal jeweler by appointment for the past 22 years, after growing up in a traditional family jewelry store. “I really love that one-on-one experience and catering to individual needs,” he says. His inventory is virtual, and sometimes he doesn’t meet with his clients in person until the ring is finished; initial communication can be via emails and text.

Malcolm says customers don’t call him until they’re really interested, so closing rates are very high. “Because of our reputation, it works. I would never want to go back to a store. I like what I’m doing.”

Smyth Jewelers in the Baltimore metropolitan area is a 111-year-old business that boasts it has the largest selection of engagement rings in the Northeast. Smyth’s 14 bridal specialists are often fully booked with appointments, so although walk-ins are welcome, appointments are recommended. Initial appointments are 60 to 90 minutes.

ilah Cibis| Marisa Perry

At Mervis Diamond Importers appointments are optional but preferred, and about 80% of clients make one-hour appointments at one of three locations in Washington, DC, Tysons, VA, or Rockville, MD. Appointments lead to a closing rate of about 75%, says CEO Ronnie Mervis.

The company also works with wedding and engagement brand Verragio Fine Jewelry, which refers shoppers to Mervis and other retail partners via its website.

Working with bridal jewelry brands that use a robust referral system can be a good way to get started with appointments. Barry Verragio, designer and CEO of Verragio, says the company has a sophisticated appointment request function through its website, which provides partner retailers with a preferred time and date appointment and style information. “We then make sure the retailer has the style(s) the client is looking for, either in their stock or sent in from our office for the appointment,” Verragio says. “We have an exceptionally high close rate for these appointments, because the client has already pre-shopped on our website and knows what they want.”

What Kind of Preparation Goes Into Appointments?

Retailers often ask about the client’s budget prior to the visit, but that preference is not universal.

Mervis says he never asks about budget prior to an appointment in order to avoid setting an upper limit prematurely. “We assume it’s open and we will show beautiful diamonds and rings and make that determination when we have the client in front of us,” he says.

On the other hand, Priori wants clear parameters to gauge whether the client’s expectations are realistic. Such knowledge saves everyone time during 90-minute appointments, since she doesn’t stock diamonds and orders them as part of the appointment curation. “It becomes tricky when someone says they want a 2-carat diamond and it has to be at least D VVS1, but then we find out their budget is $10,000 and they want a natural stone,” Priori says. “So, we’ll call them and see what is most important to them. Otherwise, we’re just wasting time and money sourcing stones.”

Appointments at Smyth Jewelers in Maryland begin in the spacious showroom.

Priori’s online booking form seeks to glean as much information as possible, including the preferred shape of the diamond and whether the customer has visited another jeweler. The form also seeks photos for inspiration. Usually, though, a salesperson will need to follow up by email to pin down elusive details.

“If we don’t have the information, it’s very hard to source diamonds,” Priori says. They also discuss the ring design during the initial meeting and have samples available to try on.

At the Diamond Bar, when clients book an appointment, in addition to the standard questions about style, shape and budget, Phillips asks about how they met, how they heard about the Diamond Bar and what activities they enjoy outside of work. “This gives us info about them to start having a relatable conversation during our appointment,” he says.

Most of Cibis’ clients are LGBTQ couples who book hour-long appointments on the Calendly app. She asks them to describe their project and whether they’re planning to incorporate any of their own materials, particularly diamonds or gemstones.

Chris Phillips | Todd Malcolm

Garland asks a few key questions during online booking, including details about what style or era of jewelry the client is drawn to. If they’ve pre-shopped Walton’s website, they are also asked to provide item numbers of rings that caught their eye.

“We reserve the more personal questions, like their love story, what this moment means to them, and any special details they’d like reflected in the ring for the appointment itself,” Garland says. “That way, we can connect with them more genuinely in person and create an experience that feels thoughtful, warm, and memorable.”

When setting up appointments, Smyth personnel ask questions meant to build rapport, such as how the couple met and how the client learned about Smyth to determine what marketing mode is working. They’ll also ask if the ring recipient has a Pinterest page or photos of rings they like, a preference for metal color, diamond shape and diamond size.

At Spivak Jewelers in Cherry Hill, NJ, clients book appointments through bridal brand Verragio or through Spivak’s website. There are no time limits on appointments at Spivak’s. “We don’t want to rush anybody, and we want to make sure they have the time they deserve,” co-owner Josh Spivak says.

Chris Phillips prefers appointments at the Diamond Bar, but he also accommodates walk-in customers willing to wait.

At Mervis, the strategy is to gather as much information about style as possible by asking as few questions as they can. “If you ask too many questions, you just confuse people,” Mervis says. “If you ask, ‘Do you want white gold or platinum?’ they will ask, ‘Well, what’s the difference?’ When you come in, we will show you everything.”

Kim Hatchell, sales manager for Galloway and Moseley in Sumter, SC, is highly visible in the community through her board position with the Chamber of Commerce. She says her appointments are almost always for people with whom she is acquainted who want to be sure she’ll be there when they visit. “Probably 98% of engagement ring clients who know me personally make appointments,” she says.

“When I have an appointment with someone, I know the basics of what they are looking for and can have styles of rings plus at least a couple diamonds in their interest range available for them to see. This makes the process smoother and helps the customer have more confidence in us as well.”

What Is the Experience Like For Clients?

At the Diamond Bar, clients pull up a stool at an actual bar outfitted with jewelry cases. The vibe is laid-back. “Our personality and inviting store help them feel comfortable, but I think what really sets them at ease is how we present ourselves to them,” says Phillips.

“We are more of a boutique jewelry store, and our vibe is not suit and tie, nor is it fancy. We dress business casual, sometimes in flip-flops. I want them to feel more at home, as if we are hanging out rather than trying to sell them a product.”

Most initial appointments at the Diamond Bar are made by couples, which Phillips encourages. “If they come in together and she falls in love with one of our diamonds or rings, then they will most likely continue to shop with us and not online or elsewhere,” Phillips says.

Marisa Perry Atelier in Manhattan has several seating areas, including a community table at left; appointment clients have priority. Walk-in clients are also welcome.

In Priori’s Washington D.C. location, visitors immediately feel at home with the space’s warm architectural character. “Seconds after our front door opens, we hear our clients’ voices carry, ‘Oh my gosh; it’s so cute in here!’” Priori says. Wooden floors, brick walls and fireplace, and original wooden beam posts are all features that bring a residential feel into a shopping environment.

A first-floor showroom has a selection of jewelry displayed in custom cases. The second floor is designed for custom appointments with plush seating and other amenities. “Rather than the harsh lighting and constant standing of a more traditional jewelry showroom, we have our clients nestled into cozy seating in our appointment rooms, basking in natural light.”

Clients enjoy the exclusivity of appointments. “It’s a lot quieter,” Priori says. “They get to sit in a room one on one, getting an expert’s undivided attention for 90 minutes. We’ve already curated the stones, and it makes it much easier for them. They are not going through trays and trays and trays of jewelry.”

Sometimes an engagement ring shopper at Marisa Perry Atelier is completely new to the experience and has never tried on an engagement ring in her life. In that case, Perry encourages the client to try on rings with all possible diamond shapes to help them determine what looks best on their hands. She has a semi-private conference area as well as a community table in the center of the store where two couples and two sales associates can sit comfortably to confer. Appointment makers get priority for those prime seating areas; walk-ins are more likely to consult at a showcase. Coffee, Champagne and whiskey are offered to all.

Cibis meets with clients in a glass-walled conference room and typically designs on CAD program Matrix Gold while her clients watch. “I try to have a lot of visuals on hand,” she says. “I’m trying to get people to use their imaginations, but people who aren’t designers or artists need visual prompts,” she says. Prompts include ring prototypes she uses to demonstrate the difference between flush set, bezel set and four-prong settings. She has various size CZs on hand and a box of sample gemstones for clients to consider.

Courtney & Josh Spivak

Garland appreciates that appointment-setting allows her to welcome clients by name when they visit. She pre-selects a curated assortment of pieces that align with their preferences and budget and pulls specific pieces if they mention them. “This not only helps the appointment feel more intentional and relaxed, but it also shows that we’ve done our homework to honor their vision and time.” Walton’s doesn’t set a time limit for consultations. “We believe this is such a meaningful and personal decision that it deserves as much time as needed,” Garland says.

She rarely needs to create a sense of urgency to sell a ring. “Our clients typically come to us well-prepared and ready to make a decision when they find the piece they love,” she says. “Our role is to provide guidance, answer questions, and create a welcoming environment where they feel confident in their choice.”

At Smyth, the appointment begins on the showroom floor and moves to a more private space; each bridal consultant has a glass-walled cubicle. They offer refreshments, including Smyth’s own German-style beer , 24K Kolsch, developed in collaboration with a local brewery. They also bake cookies every day. “It smells good and it’s a nice little thing to give them a warm cookie,” Bishop says.

The 18,000 square-foot showroom can be overwhelming. “We sit them down and make them comfortable as soon as they arrive,” Bishop says. “If they’re looking for something specific that we may not have, like a colored diamond, it allows us to bring that in before they come in,.”

At Spivak Jewelers, clients find comfort in a lounge-like seating area, where they enjoy champagne or espresso. The environment is naturally relaxing. “We’re a very casual store,” says Josh Spivak. “We’re not hoity-toity or suit-and-tie. We dress business casual and offer a luxury buying experience at every price point.”

Each of Mervis Diamond Importers’ stores has private consultation rooms, where clients are offered Scotch, a mimosa, candy, cookies, etc. The privacy is appreciated. “It’s completely different from the walk-in experience,” Mervis says. “People like an appointment. If you make an appointment, you told us what you’re looking for. We make sure we have that product to show.”

What Do Clients Want to Know?

“Education plays an important role in our appointment process, but we’re careful not to overwhelm our clients,” Garland says. “We understand that while we’re gemologists, they’re not, and they don’t need a classroom-style lesson to make a confident decision. Our goal is to provide just the right amount of information: enough to help them understand the key differences in diamonds, settings, and custom design options, but presented in a way that’s approachable and easy to digest.”

At Mervis Diamond Importers, in the past, men came to initial appointments solo. Now more couples come together. With that change, the focus has shifted from the diamond to the setting. “When the guy shopped alone, the ring tended to be just the thing that held the diamond’s place,” he says. Since more women are involved in style decisions, Mervis says, “the diamond is just the thing that goes in the hole in the middle.”

Mervis says most clients have already educated themselves on the 4 Cs, so extensive focus on education only slows down progress. “We try not to become the GIA,” he says. “We feel it’s not our role to explain the 4 Cs ad infinitum. So, we just get straight to it: We focus on the beauty of the diamond. We discuss the trade-in policy, which is 100 percent on the diamond. We talk about the company, about financing, and voila, there is the sale.”

Mervis Diamond Importers’ recently renovated store in Tysons, VA, features a seated weddingring bar to ensure shoppers’ comfort.

How Do Jewelers Follow Up?

At Walton’s, follow-up depends on the direction the client chooses. “If they decide to move forward with a custom design, we stay closely in touch, providing updates, answering questions, and guiding them through each step of the process,” Garland says. “For clients considering a piece from our case, we follow up thoughtfully, offering any additional information they may need without making them feel pressured.”

“No matter the path, we truly love staying connected. We aim to build lasting relationships, not just make a sale.”

Perry always follows up with the client who will be proposing to talk about the budget and the timing and to bring up the specific setting that appealed to the recipient. Each email she sends is personalized.

If they don’t close on the first or second visit at L. Priori, the team will email them three times before the prospective client is considered to be a dead lead. Often, price is a deciding factor for those who drop out of the process, Priori believes. “We’re not necessarily the cheapest, but we’re not the most expensive, given the value we provide.”

If the sale doesn’t close during the initial appointment, the staff at Mervis Diamond Importers follows up within a few days. “We do stay in touch,” Mervis says. “If you don’t, you’re lost.”