SELLING FASHION IN 2025 | PROTECT YOUR MARGINS IN JEWELRY RETAIL | HOLDING A MEANINGFUL CONVERSATION | AGILITY AND INSIGHT TO DRIVE SUCCESS | STARTING WITH A BETTER HELLO | SMART PRICING STRATEGY | PROTECTING PROFITABILITY WITH A MARKDOWN STRATEGY | RAISE YOUR AVERAGE SALE WITHOUT BEING PUSHY | BE THE JEWELER THEY REMEMBER | THE QUESTION THAT BUILDS TEAMS AND SALES | MEMO: THE MOST MISUSED TOOL | YOUR FAVORITE PIECE | WHEN THE BEST MOMENTS HAPPEN | THE SUCCESS TRAP
CENTURION 2026, SALON F-18
2026, SALONS F-402, F-406
Design-Centric Model
Rapid Personalization
A LOT TO TAKE IN FOR A BIG SEASON AHEAD!
Dear Readers,
We are thrilled to be bringing you this exciting Fall 2025 issue of MISSION: SALES Magazine, and we know the read will help inspire you and your colleagues as it is totally GAME ON NOW for an amazing 2025 HOLIDAY SELLING SEASON ahead!
HELPFUL ARTICLES ABOUND
Enjoy this great collection of fast-read pieces that will keep you totally engaged and present for top success:
• Selling fashion in 2025
• Protecting your margins
• Holding a meaningful conversation
• Agility and insight to drive success
• Starting with a better hello
• Smart pricing strategy
• Protecting profitability with a markdown strategy
• Raise your average sale without being pushy
• Be the jeweler they remember
• ‘How ya doin?’ The question that builds teams and sales
• Memo is the most misused tool in the jewelry store
• What’s your favorite piece in the store?
• When the best moments happen
• The success trap, why what got you here won’t get you there
ENJOY OUR ADVERTISING CONTENT
Please enjoy our beautiful, targeted advertising content throughout the magazine as our advertisers make the magazine possible. Also pay close attention to the four-page HOT SELLERS section at the back of the magazine. You just never know when what you see will contribute to your next big sale!
Thank you all for reading, and here’s to your HOLIDAY 2025 SALES SUCCESS!
Warmest regards,
Howard Hauben, Editor & Publisher
The Centurion 2019 Park Avenue, Merrick, NY 11566 516-377-5909 www.News.CenturionJewelry.com
CENTURION 2026, SALON M-300
HOW TO SELL FASHION IN 2025
By Jimmy DeGroot, Train Retail
I feel like the last guy in the world to be talking about the fashion trends because on any given day you’ll find me in a pair of Public Rec Everyday pants (they’re comfy as all get out and look great with a t-shirt or a dress shirt), a pair of Merrell sneakers and a True Classic T or collared shirt. No, wait a minute, I am the guy who should be talking about this because this is precisely what’s walking the streets of our towns today.
Don’t Mistake Casual for Cheap
My partner Kyle and his bride Devon were walking the halls of the Venetian in Las Vegas last week noticing the exact same thing. Simplicity is in! Our customers are dressing down. But don’t mistake casual for cheap. In fact, the minimalist movement is a key opportunity for jewelry stores.
We’re seeing more people opt for plain, solid-colored shirts and casual, comfort-driven looks. The takeaway? Your customer is still buying—they’re just doing it in sneakers instead of heels.
So how do we sell jewelry in a world that looks more like athleisure than evening wear? The answer lies in adapting our presentation. Highlight simple, elegant pieces—tennis necklaces, freshwater pearls, and stackable bracelets—that reflect current fashion. These styles offer customers a chance to start small (if that’s what they’re into) and then build to elaborate and elegant by stacking. And in the stacking world, everything goes with everything! It’s a beautiful mess of “eclecticy.” That’s a word I just made up.
Wear The Jewelry In the Store!
Another tip: make sure your team is wearing the jewelry in the store. One of the biggest mistakes we see in sales reviews is associates who show beautiful product while not wearing a single piece themselves. You can’t sell what you don’t wear. In this era of “real” fashion, authenticity matters more than ever.
Jewelry is still a fashion item, and fashion is still thriving … it just looks different. Embrace the simplicity, lean into the trends, and remind your customers that even the most casual outfit can shine with the right sparkle.
Modern luxury is about comfort, confidence and expression. The jewelry we sell completes that picture nicely.
James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Having been in management and the jewelry business for over 20 years, Jimmy offers weekly training to jewelers nationwide via https://trainretail.com/. Jimmy is an AGS titleholder and specializes in training relevant and timely methods for jewelry teams. He can do a full training on making Bridal Presentations the best they can be, among many other regular training options. Contact Jimmy at jimmy@trainretail.com or call 920-492-1191.
STOP GIVING IT AWAY, PROTECT YOUR MARGINS IN JEWELRY RETAIL
By Jimmy DeGroot, Train Retail
One of the greatest threats to profitability in our stores isn’t competition, it’s self-inflicted. Too often, we let fear, guilt, or insecurity drive us into discounting our jewelry to the point where the margin disappears.
In a recent conversation on the Slow Growth Business Podcast, Kyle Bullock and I reminded ourselves and our listeners: you don’t have to live like a refugee, and you don’t have to give away your product for no margin.
Discounting Erodes Confidence
Let’s be clear, discounting is easy, but it’s not leadership. When we slash prices out of habit or pressure, we’re essentially telling our team and our customers that our jewelry isn’t worth what we’ve priced it at. That mindset erodes confidence, confuses buyers, and ultimately reduces the trust your community places in your store.
Instead, we need to anchor ourselves in the value we provide. Your independent jewelry store is not a big-box discounter. You offer expertise, care, artistry, and a personalized experience that cannot be duplicated by an online retailer or a chain. The right strategy is to consistently communicate that value, both in how you present merchandise and in how your team approaches each customer.
Three Key Takeaways
Here are three takeaways for every jeweler to put into practice:
1-
Price with confidence. If you don’t believe in your prices, neither will your team or your customers. Train your staff to present jewelry with assurance, not apology.
23-
BuTild value before price. Show the design, the craftsmanship, the story— then let the price feel like a natural reflection of that worth.
Use discounts sparingly and strategically. A discount should be a tool for clearing aged inventory, not a reflex at the counter.
At the end of the day, deep discounting is not generosity—it’s sabotage. Your team deserves to work in a store where the products and the pricing are respected. And your customers deserve the confidence of knowing they purchased something special, not just something cheap.
So stand tall. Believe in your value. And remember, protecting your margin isn’t just good business—it’s good leadership.
CENTURION 2026, SALON F-102
HOW TO HOLD A MEANINGFUL CONVERSATION
By Jimmy DeGroot, Train Retail
Have you ever found yourself on a plane, earbuds in, zoning out, when suddenly someone leans over and wants to chit chat? And you realize—uh oh—I am not in the mood or even ready for this conversation?
Kyle Bullock and I had a training conversation on the Train Retail platform this week about a fantastic, three-step formula for having meaningful and memorable conversations. It’s always a good time for a refresher on the art of the conversation especially in the “tune-out” world we live in.
Because retail doesn’t stop when you leave the store. Whether you're in an airport, on a plane or chatting in line at Starbucks, every interaction is an opportunity to build relationships. And relationships are what lead to trust… and trust leads to sales. Not today, maybe not tomorrow, but someday.
The training consists of three easy to
remember golden rules:
The subject of the conversation must be about the person with whom you are speaking. Focus on them because for most people in the world, that is their favorite subject.
Ask questions only about that person and be interested in them, no matter what they say.
Listen to things you have in common. “Oh, you have kids? I have a seven and twelve year old!”
Hang out on a feeling. If they give you an emotion, for example, “My son is moving back to the area and I couldn’t be happier.” Your conversation partner will remember you made them feel, even if it happens to be negative. For example, “My youngest is going off to college in fall and not looking forward
to it.” You can join in their concern, and they will feel heard and connect with you on a deeper level than just idle chit chat.
So here’s your homework you can do with your team: First, sign up for weekly sales and management training at trainretail.com where we have fruitful training every week for your team to keep them engaged and growing. Next run this past your team and challenge them to use these 4 golden rules on each other for a week. You’ll be amazed at how the team can come together. Then, start using it everywhere from the sales floor to church and at dinner with friends. You’ll become an amazing conversationalist, and everyone will think you’re the neatest person in the world.
Be real. Be engaged. And above all—be amazing.
JEWELRY STORE BUYERS CIRCLE—THE INDEPENDENT ADVANTAGE: HOW AGILITY AND INSIGHT CAN DRIVE SUCCESS
By Megan Crabtree
While national chains may have buying power and brand recognition, independent jewelers have something more powerful: agility. You can pivot faster, spot trends sooner, and connect with customers in a way big-box brands can’t.
The retailer's advantage no longer lies in size. It lies in speed and the ability to act
decisively. Your Trend Radar Is Already in Your Pocket
This year, one truth stands out: agility wins. Success comes from paying close attention to culture, especially online, and reacting before the masses catch on.
Trends don’t wait for tradeshows. They’re
often born on the wrists, ears, and necks of influencers long before they hit traditional trade publications (thanks TikTok shop). Monitoring social platforms, influencer collaborations, and even what ecommerce brands are pushing in their feeds can give you a clear preview of what your customers will be asking for next, often before they know it themselves.
Compete on Style and Strategy
Many online jewelry brands are now opening brick-and-mortar stores, a major signal that physical retail is still strong. But their pricing strategies should not be overlooked. Look closely at what they’re charging and reverse-engineer how they’re getting there. Are they using lighter-weight gold chains? Hollowed-out backs of rings? These cost-conscious choices don’t meanlowering your standards, they mean being aware. Today’s customer wants style and affordability. Meeting that balance is what keeps the product moving.
Don’t wait until a customer asks for something you don’t have. If you see a style gaining momentum, act.
Trends like stackable rings, layering chains, and dainty silhouettes are still going strong, but there’s also a noticeable shift: bold gold is making a comeback. This creates a perfect opportunity to diversify your mix. Petite styles may bring in foot traffic, but heavier gold pieces can deliver higher ticket sales, if priced right.
Your Vendors Know More Than You Think
The best partners are more than just product suppliers. Good vendors have a
bird’s-eye view of what’s selling across hundreds of stores. Use that to your advantage. They’re shipping to hundreds of stores and seeing what’s actually selling in real time.
You don’t have to wait for the next trade show to pick up the phone. Check in with your vendors regularly. Ask what’s flying off the shelves. Prioritize partners who offer something unique like U.S. made goods (hello, no tariffs), fast turnaround, or trending designs already in stock. Think Fast, Move Faster. Product development takes time. Sourcing from vendors who already have trend-right styles in stock can save you payroll hours and let you respond to what’s hot without waiting months for custom development. It also means you can test before you invest. Another independent retailer advantage.
Independent retailers are perfectly positioned to win right now. But only if you stay curious, stay
connected, and act faster than the rest.
Pick up the phone. Call one of your vendors and ask, “What’s moving this week?” Then ask
yourself: Do I have it in my case, or will my competitor get there first?
Our Mission:
The Jewelry Store Buyers Circle column is designed to empower jewelry store buyers with actionable insights and strategies that drive success in today’s dynamic market. By combining the precision of data analysis—such as key reports, inventory optimization, and sales forecasting—with practical advice on merchandising, vendor negotiations, and pricing strategies, this column will serve as a comprehensive guide. Beyond the numbers, I aim to explore the art of building strong vendor relationships and mastering the nuances of customer-centric buying decisions, ensuring readers are equipped to navigate both the analytical andhuman aspects of the jewelry business.
About the Author:
Megan Crabtree is the Founder & CEO of Crabtree Consulting, https://www.crabtreeadvisory.com/, a boutique consulting firm with a proven track record of successfully growing jewelry retailers and manufacturers for over two decades. Known for their unique data-driven approach, they flawlessly identify barriers and create tailored growth opportunities, fueling unprecedented success and helping clients reach their goals in the industry.
THE DIAMOND DISPATCH: WANT MORE SALES? START WITH A BETTER HELLO
By Megan Crabtree
What if the easiest way to boost sales wasn’t a promotion or a new product, but simply saying hello the right way?
Customers form an impression of your brand within just seven seconds of walking through the door. Yet one of the most undertrained parts of the sales process is the greeting.
First Impressions Matter
You know the scenario: you greet a customer with your best smile and a cheerful “hello,” only to get an immediate “Just looking.” Awkward, right?
Focus on making a genuine connection. Offer a real compliment: “That color looks amazing on you!” or “I love your bag, that style is always one of my favorites!” A sincere comment shows you’re paying attention to them as a person, not just a potential sale.
Keep your posture open and relaxed. And read the room. Are they chatty? Quiet? Distracted? Match their energy.
When it feels right to ask a question, go beyond the usual “Can I help you?” Try, “Welcome in, are you celebrating something fun today?” or “Are you looking for something in particular or just enjoying a browse?” These questions open conver-
sation without pressure.
Sales often follow naturally when relationships come first.
Glean Information and Make It Memorable
Every conversation is an opportunity to gather clues. Are they celebrating a birthday or anniversary? Eyeing engagement rings but unsure? Offer to create a Wishlist or jot down a partner’s name and email to share future pieces.
Create a memorable experience by inviting clients to try on matching sets of earrings, bracelets, and necklaces. Let them mix and match and imagine how the pieces fit their lifestyle. While they browse, offer to clean their existing jewelry, a small act that delights customers and gives you time to connect.
Use this time to share personal stories, perhaps about a piece tied to a special moment or a funny behind-the-scenes experience. Ask questions and listen carefully to learn about their tastes, important life events, or hobbies. Finding common ground builds trust and encourages customers to linger longer, often leading to higher sales.
Role-Play Greeting Techniques
Our Mission:
Managers shouldn’t stay hidden in the back office. Lead from the floor by actively engaging with clients. Step into interactions, introduce yourself, and empower your team to say, “I’d love for you to meet our manager. This way if I’m not here, whenever you come back, I know you will be taken care of.” These genuine connections elevate the customer experience.
Make role-play part of your pre-shift huddles. Practice greeting techniques, active listening, and real-world client scenarios regularly. When your team feels prepared, their greetings become more natural.
Keep the Relationship Going
Utilize your POS system to help track relationships. After a sale, take a minute to jot down personal details such as names of kids, important dates, and favorite styles. That way, when they return, you can say, “How’s Mia doing? Is she still dancing?” That level of care builds loyalty faster than any promotion ever could.
When you start with a better hello, you lay the foundation for meaningful client relationships that last for years.
The Diamond Dispatch column is crafted to inspire and equip retail sales associates and store managers with practical tools to elevate the in-store experience. Each edition blends proven sales training techniques, creative merchandising ideas, and real-world customer engagement strategies, helping teams deliver memorable, personalized service. By focusing on the art of storytelling, effective communication, and hands-on product knowledge, this column aims to empower professionals to build lasting client relationships and drive store success from the sales floor.
THE DIAMOND DISPATCH: THE PRICE IS RIGHT, BUT ONLY IF YOUR STRATEGY IS SMART
By Megan Crabtree
Is your pricing making the right first impression? The numbers on your tags instantly shape how customers perceive your brand. Get it right, and you build trust and close the sale. Get it wrong, and you may lose them before the conversation begins.
While some brands dictate a Manufacturer's Suggested Retail Price (MSRP), private label brands allow for more flexibility. This freedom can be powerful, but only when paired with smart research and a willingness to evolve. Too often, jewelers set prices based on perception, not market reality, which leads to missed opportunities and declining margins.
Start with research. Price shop your local and online competitors. Get your hands on their holiday catalogs, study their websites, and don’t be afraid to make the occasional mystery purchase. This lets you gauge whether their claims about quality hold up and gives you an inside view into what your customers are comparing your products to.
Don’t let your mindset become a roadblock. Many owners and buyers cling to quality standards like “we only carry VS” or “we won’t go below SI1.” That might sound impressive within the industry, but the truth is, most consumers can’t tell the difference between VS and SI. Meanwhile, these stores are pricing themselves out of reach for a large portion of the market.
Picture this: A customer walks into your store, admiring a 14kt white gold, channel-set 1 carat total weight diamond band. It's priced at $3,500. As they admire it, they pull out their phone and do a quick search. Within seconds, they find a similar band online for $2,190. Keep scrolling, and there's a lab-grown version for $1,540. Suddenly, your piece feels overpriced, even if the quality is better. In that moment, you're not just competing on craftsmanship; you're competing with instant, side-by-side comparisons happening right in your showroom.
Give customers a choice. Offering at least two quality levels on staple items lets you compete on price without sacrificing your overall standards.
Even among the top retailers, pricing varies widely. You need to earn at least a markup of 2 to 3 times after discounts on your basic items. If you can’t do that and still be competitive, it may be time to rethink your suppliers or expand your quality range.
Share your strategy with your team. Once your pricing strategy is dialed in, don’t keep it in a silo. Equip them with comparisons, talking points, and confidence to handle customers who are browsing online while standing in your store.
Smart pricing isn't a race to the bottom, it's a strategy to rise above. Know your market, offer real value, and protect your margins without pricing yourself out of the game.
HOW TO BUILD A RETAIL MARKDOWN STRATEGY THAT PROTECTS PROFITABILITY
A retail markdown strategy is a structured plan for reducing prices on specific products to clear end-of-life inventory while protecting profitability. According to an article by Retalon, markdowns should be an integral part of a product's
overall lifecycle strategy, rather than an afterthought.
Markdowns differ from promotions. Promotions are temporary and often aim to drive traffic or increase awareness, while markdowns serve a single purpose: to
liquidate end-of-season stock while maintaining gross margins.
The article highlights that many retailers still treat markdowns as reactive measures, often applied late in the cycle, which reduces their effectiveness.
Retailers must set clear, measurable KPIs before launching markdowns. These could range from hitting a zero-inventory date to tracking ROI impact. Monitoring before, during, and after markdowns allows adjustments when necessary.
Adopt agile or automated markdowns
As per the article, online and offline retailers can use agile markdowns triggered by pre-set conditions such as sales velocity, competitor actions, or inventory thresholds. Automation ensures markdowns occur early enough to protect margins.
Localize markdowns by store attributes
It is essential to tailor markdowns to specific geographic areas and demographics. As per an example mentioned in the article, demand for seasonal items like summer clothing
peaks and fades at different times in Maine versus Arizona. Localized markdowns help preserve profits where demand remains strong.
Pre-plan
markdown schedules
Instead of steep, last-minute cuts, the article recommends pre-scheduling reductions in stages. The post cites the example of TVs, which could see smaller cuts mid-cycle and deeper discounts as new models arrive, while fast fashion needs a more compressed markdown window.
Leverage alternative pricing strategies
Markdown doesn't always mean a flat price cut. The article notes options like bundle pricing, buy-oneget-one offers, or pairing accessories with core products. These alternatives can boost sell-through while limiting profit erosion.
Why Markdown Strategies Fail
Markdowns, as noted in the article, often fall short due to three main issues:
• Product-specific complexity: Managing markdowns SKU by SKU is impractical without advanced tools. General category-wide rules leave untapped profit opportunities.
• Context sensitivity: Timing, elasticity, and seasonality affect markdown success, and ignoring these factors leads to miscalculations.
• Lack of integration: Markdown planning must align with overall pricing and assortment strategies. Without this alignment, retailers risk cannibalization or inconsistent outcomes.
The Role of Data and AI
The article highlights that markdowns should not be decided based solely on past-season sales. Instead, effective strategies require data-driven insights into demand, lifecycle timing, and category interactions.
Leading retailers, Retalon notes, use AI-driven markdown optimization tools to automate decisions across thousands of SKUs, ensuring markdowns clear dead stock while maximizing gross margin.
Learn more from the Relaton article at https://retalon.com/blog/retail-markdown-strategy
CENTURION 2026, SALON G108
2026, TABLE F-T17
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RAISE YOUR AVERAGE SALE WITHOUT BEING PUSHY
By Jimmy DeGroot, Train Retail
There are only three ways to grow sales: get more people through your doors, sell more items per ticket, or sell higher-priced items to the customers you already have.
Today, let’s focus on that third one—raising your average ticket. This isn’t about pushing expensive pieces on people who can’t afford them. It’s about delighting customers, improving profitability, and consistently exceeding sales goals.
Pull Two Reports
Start by pulling two reports: your store’s average merchandise sale over the past 365 days (excluding repairs) and each team member’s average sale. Share these numbers openly. If your store average is $800
and Brian is averaging $1,500, you now know it’s possible. The key is letting your “Brians” lead—learning their approach and sharing strategies across the team.
Next, evaluate your displays. If your showcases are a sea of sameness, nothing feels special. Highlight a small suite of showstoppers—just like car dealerships showcase their finest models front and center. Your customers should see that “gotta have it” piece the moment they walk in.
Show The ‘Wow’ Piece
Then, show the “WOW” piece—always. Even if it’s beyond what they initially ask for, let them experience it. A casual comment like, “Here’s the Cadillac of our collection”
can open the door to excitement. Often, customers land on something in between their original idea and the WOW piece— raising your average ticket naturally.
Be Fully Present
The real secret? Be fully present. Ask key questions, listen for what matters most, and match them with something truly special. Whether they buy a $129 silver bangle or a $10,000 diamond ring, make the experience exceptional.
Remember—people are spending. The average new car in the U.S. is $48,000. Give customers the opportunity to spend joyfully with you, in a way that leaves them thrilled—not just satisfied.
CENTURION 2026 SALON F-408
BE THE JEWELER THEY REMEMBER
By Jimmy DeGroot, Train Retail
Last Friday during morning training, we talked about something Harry Friedman once said, “Salespeople have to be memorable.”
I know this seems like an obvious sentiment, but when was the last time someone sold you something and remained prominent in your brain? Perhaps it was a kindness, a very helpful hint, or maybe even a memorable gesture.
In our meeting, Kim nailed it when she said that what sets her store apart is showing customers their diamond under the mi-
croscope. Not just any diamond, their diamond, the one they’ve chosen. They point out characteristics and explain clarity so the customer feels a sense of ownership and trust in Dream Jewelers. That’s memorable. Another store I know of strives to delight every person who walks through the door by offering complimentary cleaning. They walk over to the customer with a tray and ask if they would like their jewelry cleaned. They encourage the guest to “take it all off.” Then they return later with the same tray of cleaned jewelry and a chocolate truffle for each guest. It’s small, but powerful.
So what’s your thing? What’s your diamond under the microscope? Your truffle? It doesn’t have to cost a dime. It can be as simple as a memorable statement every salesperson makes. It’s worth having a team meeting to ask your team about a sale or salesperson that delighted them recently and discuss how you can make memorable moments happen every single day in your jewelry store.
Now, let’s go out there and be the one they remember.
Vicenzaoro, Hall 3, #140; GJX Tucson, 209-309
‘HOW YA DOIN?’ THE QUESTION THAT BUILDS TEAMS AND SALES
By Jimmy DeGroot, Train Retail
One of my favorite leadership lessons comes from Garry Ridge in his book Any Dumbass Can Do It. Ridge, longtime CEO of WD-40, had a deceptively simple habit: he would often ask his people, “How ya doin’?” Not in the passing, half-hearted way we usually toss it around, but as a genuine leadership tool.
At first glance, it doesn’t sound very sophisticated. But this question does three powerful things for your team: it invites honesty, builds trust, and reinforces that you as a leader care more about your people than just their numbers.
Sincerely Ask, ‘How ya doin?’
In our jewelry stores, it’s easy to get wrapped up in transactions, inventory turns or hitting monthly goals. But Ridge reminds us that leadership starts with people. When you pause and sincerely ask, “How
ya doin’?”—and actually listen to the answer—you uncover more than moods. You uncover the roadblocks, fears, and opportunities that your people are carrying with them onto the sales floor.
Think about it: how many sales are lost, not because the product wasn’t right, but because the associate wasn’t right? A distracted, discouraged, or disconnected salesperson simply cannot deliver the kind of experience our customers expect in luxury retail. Yet, when leaders demonstrate genuine care, team members feel safe to share struggles, ask for help, and—most importantly—re-engage with the mission of the store.
It Says: You Matter Here
I often encourage the managers and owners I coach to make “How ya doin’?” a standing part of every morning huddle. Not
as filler, but as a tone-setter. The question says: You matter here. Your voice matters. Your wellbeing matters. And as Ridge proved, when people know they matter, they give their very best back.
For us in jewelry retail, the bottom line is clear. Stronger connections with your team create stronger connections with your customers. A salesperson who feels seen and supported will have the confidence to build rapport, show WOW pieces, and guide clients with enthusiasm.
So, the next time you walk into your store, remember Ridge’s simple but powerful tool. Before the cases are opened and the lights are turned on, pause, look your people in the eye, and ask them: “How ya doin’?” It might be the most profitable question you ask all day.
CENTURION 2026, TABLE M-T7
MEMO IS THE MOST MISUSED TOOL IN THE JEWELRY STORE
By Jimmy DeGroot, Train Retail
Kyle Bullock and I dove deep on a hot topic in our latest podcast: So, what’s the deal with memo? Well… it’s a tool—and like any tool, it’s only helpful when used right.
Memo (memorandum merchandise) has helped many jewelers open their doors with full cases and little upfront investment. That’s one of the reasons using memo is good.
It Becomes Clutter
But here’s the bad: it often becomes clutter, filling your showcases so you feel good about the amount of inventory, all the while taking the focus off your paid asset. Then
it becomes aged inventory that isn't yours, draining your energy, dulling your showcases and confusing your staff.
We’ve seen stores defend memo pieces like family heirlooms that don’t even belong to them. You’re paying to clean, insure and showcase someone else’s product—often at a premium. And the kicker? When you sell it, you pay for it, and then still must cover the aging stock you already own.
Memo, when used right, is powerful. Use it for:
• Testing new styles or vendors before committing.
• Filling high-end price points without tying up capital.
• One-of-a-kind estate or custom pieces that elevate your store’s presentation.
But using memo as a case filler is like trying to paint with a hammer. It’s the wrong tool for the job. If your memo’s been sitting more than six months, it’s not working for you—it’s working against you.
Check out the full episode of our podcast here:
https://www.youtube.com/watch?v=FH9v8rC1ZEY
WHAT’S YOUR FAVORITE PIECE IN THE STORE?
By Jimmy DeGroot, Train Retail
If you asked your team right now, “What’s your favorite piece in the store?” How quickly could they produce it for you? What would they tell you about it?
We can often get lulled by the routine of setting up and packing up every day without really looking at and admiring the very jewelry that’s in our cases. A great exercise to inject some enthusiasm for your inventory is simply to have each sales professional pick out their favorite item in the store and tell why they like it.
You can also throw in features and benefits or any cute little descriptors they may have for it. With the store I met with recently, Hannah called her favorite piece “chandelierings.” Jennifer defined her ring
as “beautifully broken, like me.” She was referring to how the diamonds were set in a non-linier and asymmetrical pattern. When they described their piece, the whole team smiled and got a kick out of these descriptive words.
Learn from Each Other’s Perspective
Serendipitous to this fun little exercise was the team being able to see the inventory for each other’s perspective, even if they didn’t particularly like the item they chose. They could now appreciate it from a different perspective and use that when showing the item. Or better yet, bring that person over to tell why they love it.
I would make this a common practice in your morning huddles or at least when setting up. It doesn’t have to be a full-on sales presentation, but rather just tell us why you love this piece.
Show This Piece to Every Customer
Oh, and one more important thing. Determine to show this piece to every customer that will let you. If you’ve built a relationship, part of that understanding is that you get to show them what you love, even if it doesn’t trip their trigger, it shows that you’re not just all about sales, but that you have real passion for the products in your cases. Oh, and, yes, it is likely the customer will buy it.
WHEN THE BEST MOMENTS HAPPEN
By Jimmy DeGroot, Train Retail
Sometimes the most valuable training doesn’t happen in a formal meeting—it happens during the real-life moments when we’re setting up the store, brewing coffee, and dusting displays.
Turning Set-Up Time More Productive
That’s why today, I want to encourage you to turn your setup time into productive conversation time.
Let’s be honest: not every store has the luxury to sit down for lengthy training sessions every morning. So why not feed our team’s energy and accountability with smart, easyto-use dialogue starters while we’re getting ready for the day?
Start with simple questions like:
• Who came in yesterday, and what were they looking for?
• What new items are in the case today?
• What’s your goal for today— sales, outreach, or follow-up?
• What’s something great that happened yesterday?
These questions open the door to stories, wins, and shared focus—and that boosts morale and performance at the same time.
Always Planning Christmas
And yes... it's never too early to start thinking about Christmas! Ask, "What am I ex-
cited to sell this holiday season?" Let the answers spur early outreach and renewed excitement over merchandise—new or forgotten.
As leaders, it’s our job to keep the conversation directed, yet fun. Encourage discussions that inspire action and build camaraderie. Use this time to reinforce follow-up, promote new product awareness, and prep for the day’s goals. You’re not just setting up cases—you’re setting up success.
So tomorrow morning, as you're unlocking the doors and flipping the lights on, toss out a question or two. Watch how those little moments of dialogue fuel a stronger team and a better day.
Here’s to productive mornings and powerful conversations!
By Jimmy DeGroot, Train Retail
THE SUCCESS TRAP, WHY WHAT GOT YOU HERE WON’T GET YOU THERE
We all know that moment when you realize you’ve arrived—your hard work, grit and talent have paid off. But Marshall Goldsmith makes a powerful point in What Got You Here Won’t Get You There. Often, the very traits that lifted us to success can hold us back from going further.
The Problem is Your Behavior
Goldsmith, a veteran executive coach, found that at higher levels, your performance isn’t limited by ideas or technical prowess—it’s your behavior. His book unpacks 20 subtle, often unnoticed habits that successful people fall into. Things like adding too much value, winning too much, judging others, or not listening—little things that build up and chip away at relationships and your leadership presence.
Think about that: Your sharp mind got you into leadership. But now, to keep advancing, you need to rein in the ego, step back, let others shine, apologize genuinely, and listen more than you speak. Goldsmith calls it “behavioral” growth—changing how you act, not what you know.
Start a ‘To Stop’ List
He doesn’t just name the problems—he gives us a roadmap. The fix? Start with a “To-Stop list”: Note which habits you want to let go (not "do more of," but "stop doing"). Then, begin with a “feedback loop”: ask colleagues for honest observations. Next, “advertise the change”: tell people you’re working on undoing a behavior. Add in “listening, thanking, apologizing,” and “follow-up” to lock anything in for the long haul. r
Here’s what we can do right now:
• Who came in yesterday, and what were they looking for?
• What new items are in the case today?
• What’s your goal for today— sales, outreach, or follow-up?
• What’s something great that happened yesterday?
If you consider yourself successful, getting to the next step means that your behavior matters more now than your brilliance. Because at the next level, greatness is less about being good and more about being remarkably human.
HOT SELLERS
14k gold ring featuring London Blue Topaz and Diamonds 1.00 TGW
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ASHI COUTURE
A masterful one-of-a-kind creation, these drop earrings feature radiant yellow diamonds, brilliant white diamonds, and vivid Paraiba tourmalines, artfully set in 18k tri-tone gold to exalt each stone’s rare beauty. Prince on request.
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$3160
BENCHMARK
THE EMMER CF6751314KY
The Emmer is a new take on one of our best-selling rings, The Primor. This 14k Gold band features milgrain edges and a wheat designed center www.benchmarkrings.com
$2125 MSRP $4725
14k gold ring featuring Rubies and Diamonds 1.57 TGW
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A bespoke statement of modern elegance, this asymmetrical 18k white gold ring unites a vivid sapphire, rare Paraiba tourmaline, and brilliant diamonds, creating a harmonious play of color and form. Prince on request. www.ashicouture.com MSRP $3669
ASHI COUTURE
BENCHMARK
THE OBSIDIAN CFK297874FCF14KR
The Obsidian is part of a new line of rings, Raven by Benchmark. It features a forged carbon fiber center with 14k Gold knurled edges. www.benchmarkrings.com
FR518GFY070
Classic 14K YG band featuring 7 marquise shaped bezel set diamonds, perfect for everyday wear or special occasions, can be stacked with our bands with Emeralds, Ovals, Pears.
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BRILLIANT ELEMENTS
RZCO372AFY255
Elegant 14KYG Bridal-Set featuring a dazzling 2Ct Oval center enhanced by pear shaped sides and beautiful flush-fit band with rounds/pear-shaped diamonds, perfect to showcase eternal love. Center not included.
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HOT SELLERS
COSTAR
MODERN OVAL BRILLIANCE
Crafted in 14K yellow gold with a bezelset oval diamond, this sleek ring is a best-seller for its contemporary look and timeless elegance.
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COSTAR
CLASSIC DIAMOND ELEGANCE
Made in 14K yellow gold, this band features a row of brilliant-cut diamonds, loved for its versatility as both a wedding band and everyday luxury piece. www.costarimports.com
SYMPHONY OF JEWELS
A testament to fine craftsmanship, Dharm International’s diamond Jewelry showcases an ethically sourced natural diamond, designed to captivate with its radiant sparkle, refined elegance, and exceptional attention to detail.
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RARE & GIANTS COLLECTION
Discover the unmatched brilliance of Dharm International’s Rare & Giant diamonds. Exquisite, polished perfection crafted by experts, showcasing nature’s rarest gems in their purest, most breathtaking form.
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HOT SELLERS
DILAMANI
CONFETTI HEART NECKLACES
Add a touch of charm with our Confetti Hearts, where playful pops of diamonds and sapphires bring each piece to life.
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DILAMANI
PAVE CONFETTI SAPPHIRE NECKLACE
Make your showcase stand out with this Sapphire & Diamond Pavé Confetti Disc Necklace. Featuring a mix of diamonds and contrasting sapphires, this piece offers a bold yet elegant statement. www.dilamani.com
IDD
FLEXIE
FSBG5326K6Y
Add brilliance to your assortment with this yellow gold Flexie bangle, featuring 25 stones totaling 0.60 ct. A flexible, eye-catching piece perfect for everyday wear, stackable styling, and consistent sell-through.
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IDD
FLEXIE
FSBG5377S8Y
Elevate your showcase: a yellow gold Flexie bangle featuring 72 round stones totaling 0.33 ct. Flexible design built for daily wear, effortless stacking, and standout case presence that draws shoppers.
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JEWELS BY JACOB
R5165-HWGSS
Classic halfway band crafted in 14K white gold, showcasing emerald cut sapphires alternating with brilliant round diamonds. This refined design balances timeless sparkle with rich blue hues, creating a sophisticated piece perfect for stacking. A versatile ring that seamlessly blends modern style with classic luxury.
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JEWELS BY JACOB
E2056-WGR
Exquisite pear-shape ruby drop earrings set in 18K white gold, adorned with brilliant round diamonds throughout. The deep red rubies radiate passion, while the sparkling diamonds add timeless elegance. Perfect for evening glamour or cherished celebrations.
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SMILING ROCKS
SECURELY STUNNING - THE BEAUTY OF BEZEL SETTINGS!
SRBL06552WHT_YG
Bracelet from the ‘Frame’ collection, bracelet features emerald and round cut lab-grown diamond weighing a total of 4.90 cwt., set in 14k yellow gold.
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SMILING ROCKS
TIMELESS BEAUTY, BOLD DESIGN!
SRR-06720WHT
A stunning ring from the ‘Bold’ collection, ring features a pear cut labgrown diamond with side lab-grown diamonds weighing a total of 2.20 cwt., set in 14k yellow gold.
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HOT SELLERS
STEVEN ROYCE
BRAZILIAN ALEXANDRITE FASHION RING
RT328AL-12
Discover nature’s rarity in this elegant 18K yellow gold ring, featuring a 0.61ct GIAcertified Brazilian Alexandrite that shifts color with the light. Framed by 0.53ctw of sparkling diamonds, it’s a timeless statement of luxury and grace.
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STEVEN ROYCE
BRAZILIAN ALEXANDRITE FASHION RING
RT332WAL-10
Crafted in 18K white gold, this elegant ring features a 0.57ct GIA-certified Brazilian Alexandrite, prized for its stunning color change. Surrounded by 0.83ctw of dazzling diamonds, it’s a timeless expression of sophistication and fine craftsmanship.
