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Master Clienteling in the 21st Century with the GN Diamond Platform

Superior education and training to help independent jewelers drive sales.




(PRESS RELEASE) When you build rapport with a customer, they’re not only more likely to close the sale at hand, they’re also more likely to buy again in the future and tell all their friends. But what exactly does it mean to build rapport?

If “building rapport” sounds like another vague marketing buzzword to you, read on. GN Diamond has made it their business to equip retail jewelers with practical tools and techniques their sales teams can easily implement to do just that.

The 4 Pillars of Clienteling

Building rapport is really the art of clienteling — or establishing long-term relationships with valuable clients. Clienteling is the number one way your sales team can actively work to increase foot traffic and drive sales, and GN Diamond has everything you need to master this skill in our digital age.

These four pillars of clienteling will help you build a strong foundation for repeat and referral sales:

  • Service. Show genuine care for the customer whether or not they spend money at your store. Form a personal connection and make sure your suggestions are targeted toward helping them succeed, not rushing them through a sale. And when you do close, set an appointment for a complimentary cleaning.
  • Convenience. Make it unbelievably easy for customers to do business with you. Be reachable by phone, email, social media, and other touchpoints your clients prefer. And use follow-up calls and special promotions to make your store the obvious choice for future purchases.
  • Staying top of mind. Maintain a gentle presence just in case they need you. Send reminders around holidays and special events in the client’s personal life, like anniversaries and birthdays.
  • Employee training. Empower salespeople to compete with online retailers and chain stores. Make sure they have what they need to captivate shoppers and prove what makes you better than the competition.

Gain a Clientele Advantage


Truly effective clienteling requires an intentional and consistent approach. The good news is, 21st century technologies like the GN Diamond Platform have made it easier than ever to seamlessly communicate with customers and deliver a personalized experience based on their preferences, behaviors, and purchases. Learn more about the many advantages of the GN Diamond platform at and speak to a representative 7 days a week at or 800-724-8810.



Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

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