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The Importance of Clienteling, Planning for the Holiday Season

The GN Diamond platform helps jewelers increase sales.




(PRESS RELEASE) Clienteling can best 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 and inspire trust and confidence for years to come? In addition, what can you do to bring more clients into your store this holiday season? GN speaks with over 3,500 independent jewelers every day who are navigating this challenge and they’ve given us valuable insights into clienteling in the here and now.

Exceed Client Expectations in the “New Normal”
People are going in-store and spending money on diamond studs, tennis bracelets and tennis necklaces and lasting, meaningful purchases. In the recent US Open numerous players sported their diamond jewelry with Serena Williams leading the pack! And that trend is expected to increase in 2023.

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. 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, reappraisals, 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 easy to use loose diamond search portal that seamlessly integrates with your website to showcase your entire inventory with your own branding and markups.

In addition, GN Diamond provides customers with free marketing assistance and high resolution images of finished diamond jewelry. Free training through our monthly webinars with Asaf Herskovitz, CEO of GN Diamond and well known Shane Decker, president of Ex-Sell-Ence Sales Academy.

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




It Was Time to Make a Decision. It Was Time to Call Wilkerson.

Except for a few years when he worked as an accountant, Jim Schwartz has always been a jeweler. He grew up in the business and after “counting beans” for a few years, he and his wife, Robin, opened Robin James Jewelers in Cincinnati, Ohio. “We were coming to a stage in our life where we knew we have to make a decision,” says Jim Schwartz. He and Robin wanted to do it right, so they called Wilkerson. The best surprise (besides surpassing sales goals)? “The workers and associations really care about helping us move out own inventory out of the store first. It was very important to us.”

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