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The GN Diamond 4 Pillars of Clienteling: New for 2021

The GN Diamond platform powers post-pandemic service and sales.




(PRESS RELEASE) A year ago, GN Diamond shared its 4 Pillars of Clienteling: service, convenience, staying top of mind and employee training. Even the upheaval of 2020 couldn’t shake these timeless features of effective sales, but the specific techniques used should be tweaked to meet customers where they’re at in 2021.

Clienteling can still be described as the art of building rapport with clients and nurturing their long-term loyalty. So what can you do to draw customers closer despite social distancing, and inspire trust and confidence for years to come? We talk to 2,500 independent jewelers every day who are navigating this “new normal,” and they’ve given us valuable insights into clienteling in the here and now.

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Exceed Client Expectations in the ‘New Normal’

Yes, diamond sales took a dip in 2020, but they bounced back to deliver a holiday season that was 8.3% higher than the previous year. Also, fewer stores closed in 2020 than in 2019. People are still going in-store and online to spend stimulus funds on lasting, meaningful purchases. And that trend is expected to increase in 2021.

Don’t greet new and returning clients with the same old mediocre tactics. Exceed their expectations and take the opportunity to cement a strong relationship.

Service. Showing genuine care for the customer, forming a personal connection, and providing helpful, targeted guidance are still essential. This year, go above and beyond by offering highly-personalized virtual and in-store appointments where the customer feels like a VIP.

Convenience. 2020 accelerated the push toward always-on, omnichannel, digital presence. Be reachable by website, phone, email, social media, and video conferencing. And when clients can’t talk to you directly, make sure your website and social feeds are full of dazzling images and videos that showcase your inventory and provide engaging education on the 4 C’s. Remember: visual and verbal communication are not only easier for clients to absorb, they also help build credibility 7x faster than text.


Staying top of mind. Timely, personal reminders when holidays and special events are approaching are appreciated more than ever by clients. It shows you are thinking about them and that you want to be available and helpful during difficult times. Call your clients and offer to clean their jewelry and watches, or tell them about a great discount they may take advantage of. A human touch is the most powerful thing you can bring to your clienteling this year.

Employee training. As always, you’re only as good as your team. Train and empower salespeople to delight clients and remind them why shopping with you beats buying from an online retailer or chain store. Training should cover creating an excellent customer experience whether on the phone, over Zoom, or using safe in-store practices. The better the experience they deliver, the more sales momentum they’ll generate.

GN Diamond Makes Clienteling Easier

The GN Diamond platform makes it easier than ever to give clients the exceptional service, digital convenience, and personalized experience they desire. Independent jewelers nationwide benefit from Diamond Hunt, our white-label loose diamond search portal that seamlessly integrates with your website to showcase your entire inventory with your own branding and markups.

Learn more about Diamond Hunt and our free sales and marketing resources and continuing education and training at Our sales representatives are available 7 days a week at [email protected] or 800-724-8810.



Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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