The jewelry business is really about building relationships, says marketing specialist Jimmy DeGroot. Good jewelers become their customers’ “friend in the jewelry business.”
But at some point, the business grows to the point that you have to hire other people to serve your friends, he explains in the video below. At that stage, many jewelers struggle to take their business to the next level, and they sometimes wish things could be the way they were.
The key, DeGroot says, is to get your team to build more of those same relationships — an approach that some people call “clienteling.”
The idea is that your people should be moving past the transactional phase — where the discussions center on price, carat and clarity — and really get to know their clients. You’ll be rewarded with more repeat business and referrals.
“Things become a lot more fun,” DeGroot says. “They become more profitable. They become easier.”
And best of all, he says, “Exponential growth happens.”
But to get these results, you have to create an environment that’s conducive to relationship-building. Many store owners, unfortunately, aren’t doing this.
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Closing With Confidence: How Bailey's Fine Jewelry Achieved Outstanding Results With Wilkerson
When Trey Bailey, President and CEO of Bailey's Fine Jewelry, decided to close the Crabtree location in Raleigh, North Carolina after 15 years, he knew the decision needed to be handled with intention and professionalism. The goal was clear: exit the location while maintaining financial strength and honoring the store's legacy.
Having worked with Wilkerson successfully in the past, Bailey understood the value of their comprehensive approach. "They understood both the emotional and financial sides of the store closing sale," Trey explains. "Their reputation for professionalism, results and care made it a very easy decision."
The results exceeded expectations. Wilkerson helped Bailey's sell through significant inventory while maintaining the dignity of the closing process. "They don't just run a sale, they help close a chapter in the best way possible," Bailey says, strongly recommending Wilkerson to any jeweler facing a similar transition.
