BENCH
How do I handle customers who panic when they see a wax model?
Manage expectations. Gretchen Schaffner, owner of Eytan’s Designs in Sherman Oaks, CA, says some clients see a wax and freak out — “Why is my ring blue?!?!” For them, it’s better to keep the sausage-making out of sight. Show them the finished product instead. The goal is delight, not anxiety. If seeing the process makes them nervous, protect them from it.
STRATEGY
Does taking risks really make you luckier?
Yes. “You gotta be in it to win it” isn’t just a lottery slogan. Stanford’s Tina Seelig points out that even small risks — striking up a conversation with a stranger, running a weird ad, testing a quirky product — create new openings. The only guarantee is that doing nothing shrinks your odds. Luck likes motion. So move.
BENCH
What’s the most effective way to keep custom clients updated during the build?
Over-communicate. Kathleen Cutler, jewelry sales consultant, says too many jewelers under-communicate, leaving clients to stew. Assign one point of contact who knows every deposit, approval, and deadline. Tracy Matthews, jewelry designer and author of “The Desired Brand Effect: Stand Out in a Saturated Market With a Timeless Jewelry Brand”, suggests asking clients how they prefer updates — text, email, or calls — then sticking to it. Surprise parties are fun. Surprise rings aren’t.
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ESTATE JEWELRY
Is estate jewelry trend-proof?
Hardly. Trends cycle like everything else. Mid-century and ’70s are hot now, Georgian less so. Jordan Brown of Once Upon a Diamond in Shreveport, LA, says when Rihanna once wore antique brooches at the Super Bowl — suddenly he couldn’t keep them in stock. Even history follows fashion.
