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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.

Learn more:


Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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