Issuu

MISSION: SALES VOL 6

ISSUE 3 OCTOBER / NOVEMBER 2026

READ ALL THESE GREAT ARTICLES INSIDE THE SIX-FIGURE CART | STOP THE ONE-OFF BUYING HABIT | CREATE A FULL MONTH OF JEWELRY EMAIL CONTENT USING AI | RETAIL SALES INCENTIVES FOR JEWELRY AND LUXURY STORES | HOW REWARDS HELP BUILD VALUABLE CUSTOMERS | SALES TECHNIQUES THAT PROTECT VALUE WITHOUT DISCOUNTING | LAYERING AND LIVE TRY-ONS TO DRIVE NECKLACE SALES | IS YOUR WEBSITE READY FOR THE FOLDABLE IPHONE? | THE 3 CORE QUALITIES OF A GREAT SALES ASSOCIATE | WHY EMAIL IS BECOMING JEWELERS’ HIGHEST-ROI HOLIDAY CHANNEL | BUILD AN ABANDONED CART EMAIL SERIES FOR JEWELRY SHOPPERS | GET YOUR JEWELRY STORE RECOMMENDED BY AI | CRAFTING A WINNING DIGITAL MARKETING PLAN FOR YOUR JEWELRY STORE

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MISSION: SALES

OCT / NOV 2026

TABLE OF CONTENTS

WELCOME LETTER

70 HOT SELLERS 84

MISSION: SALES

ADVERTISERS’ INDEX

ARTICLES

WHAT LUXURY JEWELERS STILL GET WRONG ABOUT BUYING ONLINE

THE JEWELRY STORE

HOW TO CREATE A FULL MONTH

RETAIL SALES INCENTIVES FOR JEWELRY

STOP THE

OF JEWELRY EMAIL CONTENT IN ONE HOUR USING AI

CHOOSING INDIVIDUAL, TEAM, OR HYBRID PLANS

HOW REWARDS

LUXURY RETAIL SALES

60 16

HELP BRANDS BUILD MORE VALUABLE CUSTOMERS

TECHNIQUES THAT PROTECT VALUE WITHOUT DISCOUNTING

JEWELERS USE LAYERING AND LIVE TO DRIVE NECKLACE SALES

IS YOUR JEWELRY WEBSITE

THE 3 CORE QUALITIES OF A

WHY EMAIL IS QUIETLY BECOMING

READY FOR THE FOLDABLE IPHONE?

GREAT SALES ASSOCIATE AND WHAT LEADING RETAILERS GET RIGHT

JEWELERS’ HOLIDAY CHANNEL

BUILD AN ABANDONED CART

HOW TO GET YOUR JEWELRY STORE

CRAFTING A WINNING DIGITAL

EMAIL SERIES FOR JEWELRY SHOPPERS

RECOMMENDED BY CHATGPT AND OTHER AI SEARCH TOOLS

MARKETING PLAN FOR YOUR JEWELRY STORE

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WELCOME TO THE HOLIDAY ISSUE OF

MISSION: SALES The holiday season often saves some of its busiest days for last. For independent jewelers, that means every conversation, display and follow-up is an opportunity to help a customer find a gift that feels personal. Even when shoppers are thoughtful about spending, the desire to celebrate the people they love remains strong. This issue of MISSION: SALES is filled with ideas to help you make the most of the season. You’ll find strategies for closing sales, digital marketing tips, and more. Alongside these articles, our advertisers share collections and services ready to support your holiday business. We hope these pages bring fresh ideas to your team during the weeks ahead. Thank you for reading, and here’s to a rewarding holiday season for you, your colleagues and your customers. Before you go, turn to the MISSION: SALES Hot Sellers section toward the back of the magazine. It’s filled with standout pieces and ideas that could inspire your next great find. Cheers, THE MISSION: SALES MAGAZINE TEAM

The Centurion

2019 Park Avenue, Merrick, NY 11566 516-377-5909 news.centurionjewelry.com

MISSION: SALES

OCT / NOV 2026

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THE SIX-FIGURE CART:

WHAT LUXURY JEWELERS STILL GET WRONG ABOUT BUYING ONLINE BY EMMANUEL RAHEB, SMART AGE SOLUTIONS

Every time selling fine jewelry online comes

So the online share keeps climbing, and the

full-bleed video on the homepage. Elegant

up, someone says: “Nobody is going to buy a

high-ticket sale still closes in the showroom.

typography. A lookbook.

$40,000 piece off a website.” They’re mostly

Both of those statements are true at the

right. And it’s still the wrong thing to measure.

same time. The mistake is concluding that

Somewhere behind all of it, a small link to

your website therefore doesn’t matter to

“Collections” that leads to twelve styled pho-

The data does back up the objection. In a

the high-ticket sale. It matters enormously.

tographs with no prices, no specifications, no

Plumb Club survey of 2,000 jewelry buyers,

It just doesn’t matter in the way a checkout

availability, and a button that says “Inquire.”

the average online jewelry purchase came

button matters.

It’s gorgeous. It answers nothing.

under $1,000. People still buy the import-

Here’s what actually happens. It’s eleven

Meanwhile, the site in the next tab lists the

ant pieces in person, in a store, or across a

o’clock at night. A client who is seriously con-

carat weight, the color, the clarity, the set-

counter from a human being.

sidering a significant purchase has six tabs

ting options, a price, and three similar piec-

open. Yours is one of them. She isn’t trying

es underneath. That store didn’t win be-

But look at the other number in that same

to buy anything tonight. She’s deciding which

cause it’s a better jeweler. It won because

research: 62% of those buyers purchased

two of those six stores are worth her Saturday.

it treated the client like an adult who is

to $1,355, and 70% of online purchases were

capable of handling information.

at least one piece of jewelry online in the past year. And McKinsey has tracked on-

That’s the round your website is compet-

line sales moving from 13% of the global

ing in. Not the transaction. The shortlist.

Which brings up the phrase that costs

fine jewelry market in 2019 toward a pro-

And this is where most luxury jewelry

jewelers the most money online: call for

jected 18% to 21%.

sites fail: they were built to be admired,

price. A serious client reads that and con-

not used. You know the type. A beautiful

cludes one of two things: either you’re em-

MISSION: SALES

OCT / NOV 2026

barrassed by the number, or the number

invisible to the tools an increasing number

the first appointment. It happens whether

depends on how you size her up when she

of clients now start with. Specifications,

you participate or not, and most of the time

walks in. Neither one builds confidence.

prices, and plainly written answers aren’t

it’s over before you know it.

Even a range does more work than silence,

just for the shopper anymore. They’re for

because it tells her whether this conversa-

the thing the shopper asked first.

Your showroom still closes the six-figure sale. Your website decides whether you’re

tion is worth having at all. It also helps to remember how long this ac-

in the room.

The second area where this breaks down

tually takes. A significant jewelry purchase

is inventory. If what’s actually in your cas-

is rarely decided in one sitting. She may

es isn’t represented online in any recog-

look at your site in October, think about it

ACCORDING TO SMART AGE SOLU-

nizable way, a client has no way to know

through November, and walk in during De-

TIONS, the company has been at the fore-

you carry what she’s looking for. She isn’t

cember. Across those weeks she’s forming

front of digital marketing since the very be-

going to call and find out. She’s going to as-

an impression from whatever you’ve put in

ginning. Smart Age invites you to Subscribe

sume you don’t.

front of her, and if that impression is twelve

to their newsletter or read their blog at

photographs and an inquiry button, there

smartagesolutions.com and get actionable

isn’t much there to build on.

advice and insights to grow your business.

information is a website with a contact form

None of this requires you to become an

Smart Age Solutions states “To learn more

that nobody answers. If she fills it out on Fri-

e-commerce company. You don’t need to

about how Smart Age Solutions can transform

day night and hears from you Tuesday after-

put your entire inventory into a shopping

your jewelry marketing strategy, reach out to

noon, she’s already been to two other stores.

cart, discount to compete with online-only

us today at info@smartagesolutions.com or

retailers, or hand your best merchandise to a

through our contact form. We’re ready to help

platform that takes a cut. That isn’t the ask.

you succeed.”

The third is the inquiry that goes nowhere. The only thing worse than a website with no

The fourth is mobile, and it’s the one most often missed. She’s on her phone at eleven at night. If your product images take nine

What you need is a site that makes the

seconds to load, if your lookbook is a PDF she

next step obvious for someone who is al-

has to pinch and zoom, and if your appoint-

ready interested. Prices or honest ranges.

ment request opens a form with fourteen

Real photography of merchandise you ac-

fields, you have lost her for reasons that have

tually have. A way to book an appointment

ABOUT THE AUTHOR:

nothing to do with your merchandise.

in three taps. A named person attached

Emmanuel Raheb is the Founder and CEO

to that appointment. Plain answers to the

of Smart Age Solutions, a full-service,

And the fifth is the absence of a person.

questions your team fields in the showroom

award-winning digital marketing agency spe-

Luxury clients want a name. They want to

every single day.

cializing in the fine jewelry industry. According to the company, Smart Age’s mission is

know who they’ll be sitting with. Most luxury jewelry sites hide every human being in

And yes, a few of them will simply buy. Jew-

to grow independent jewelers and help them

the building behind a general inbox.

elers who finally made their sites genuinely

in their own backyard by running successful

transactable tend to discover these benefits

digital ad campaigns for clients and develop-

There’s a newer reason all of this matters,

by accident, usually in the form of an order

ing their web presence. Smart Age Solutions

too. When a client asks an AI assistant

that comes in at two in the morning for con-

says it also advises, conducts webinars, and

where to buy a three-carat emerald cut in

siderably more than they expected anyone to

provides unpublished data from Google for

your city, that assistant is reading websites.

spend without a phone call.

its clients. Today, according to the company,

It cannot recommend what it cannot read.

Smart Age Solutions has become synonyBut that isn’t the argument either. The ar-

mous with elevating standards by bringing

A site built entirely from video, styled imag-

gument is that for a serious purchase,

innovation and strategy and is the agency of

ery, and text baked into graphics is close to

your website is no longer a brochure. It’s

record for many of the industry’s leading retailers and enterprise brands.

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Offer Every Customer Personalization First 4.5% 2?%

7.5%

2?%

Yes 19.4%

Maybe Unsure

25.7%

68.7%

34.3%

What aren’t Retailers Think Most retailers sure if customers will pay more for personalization

'*st%"ers )a will MostWhat customers say they

Average Ticket Data National Lashbrook (all sales) Lashbrook (custom) Data collected in 2025 by the MVEye

$600 $1,580 $2,784

Scan to read the full article

Average ticket data courtesy of

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Most customers ask for gold or tungsten because they aren’t aware of what’s available. Every customer, and your bottom line deserve better.

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W H Y PA RT N E R W I T H U S

DRIVE MORE FOOT TRAFFIC TO YOUR STORE

ACQUIRE NEW CUSTOMERS EFFECTIVELY

INCREASE STORE CREDIT AND JEWELRY SALES

CREATE IMPACTFUL CUSTOMER ENGAGEMENT

GENERATE INCREMENTAL REVENUE

PARTNER WITH THE ESTATE BUYING LEADER

W H AT D O W E D O ? ☐ National Rarities partners with jewelers nationwide to host 3-day estate evaluation and buying events. We cover all advertising featuring your store’s name and logo — at no cost to you. ☐ We pay you a 10% commission on everything we buy during the event, plus on any referrals afterward.

☐ Our events drive increased foot traffic, averaging 180+ customers per event, giving customers the opportunity to browse and spend in your store. ☐ We refer any repair or custom work directly to you, creating ongoing business beyond the event.

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F RO M O U R F O U N D E R When I started National Rarities in 2009, it was built on a simple belief: relationships matter. With a commitment to honesty, expertise, and exceptional service, the company that started in my parents’ basement has grown into a national industry leader trusted by retailers and customers across the country. Over the years, we’ve been fortunate to build lasting partnerships with more than 500 retail jewelers and host over 1,000 events annually. That growth has never been about numbers alone. It’s been about earning trust, delivering value, and helping our partners create meaningful experiences for their customers. We’re also proud of the strong relationships we’ve cultivated with respected organizations like CBG, AGS, RJO, IJO, and the Centurion Jewelry Show. These partnerships have helped shape our industry knowledge and strengthen our ability to serve retailers at the highest level.

5000+ FIVE STAR REVIEWS!

At the heart of everything we do are the values that have guided us from day one: empathy, expertise, and customer service. Those principles continue to influence every decision we make and every relationship we build. Today, we are investing more than ever in our team, our partners, and the future of our company. This includes a new headquarters that will house all of our employees under one roof and, eventually, one of the best gemology labs in the country. As we look ahead, we’re excited to continue growing, innovating, and finding new ways to support the retailers and communities we serve. With gratitude, Dennis McCaffrey Founder & CEO

GIA Accredited Jewelry Professionals and Graduate Gemologists

MISSION: SALES

OCT / NOV 2026

THE JEWELRY STORE BUYERS CIRCLE:

STOP THE ONE-OFF BUYING HABIT BY MEGAN CRABTREE

Merrick, NY--Walk into your own show-

ities: a higher quality and a slightly more

and a partner. When they know a style is

case and look at it honestly. A single 1/2ct

budget-conscious grade, across five

performing, they keep it in stock for you.

solitaire here, a halo there, one right-hand

sizes (1/4ct through 1ct). Now you’re not

When it’s not, they help you swap it out

ring you bought because it photographed

guessing. You’ve got a size and quality

instead of leaving you to eat the loss. An

well on the tradeshow floor…

spread that covers multiple preferenc-

effective buying program should protect

es and budgets. Ten SKUs, one cohesive

your open-to-buy.

Here’s the truth: one-off buying feels

product story, and a case that doesn’t

safe in the moment and costs you in

confuse the customers walking through

Suites deserve the same discipline.

the long run. You end up managing more

your door.

Don’t assume every engagement ring needs its own matching band bought

SKUs, chasing more reorders, and every gap in your case becomes a missed sale

THEN LOOK AT WHO’S

alongside it. Instead, find a band that

because the exact size or quality your

BACKING YOU UP

works across many of your rings — one

customer wanted simply isn’t there. Hav-

The vendors worth your loyalty are the

that reads well next to a range of centers

ing a clear buying program fixes that be-

ones running real merchandising pro-

and settings — and stock that band in

fore it becomes a problem.

grams — not just selling you inventory and

multiple carat weights and in both white

walking away. Seek out partners who:

and yellow. Now you’re carrying real depth

LET’S DISCUSS:

in one style instead of a different one-off

1. Look at your own case right now. How

• Are flexible with returns should you

band for every ring, which means better

many pieces are one-offs versus part of a

hold your end of the partnership by

sell-through, more room to negotiate

reordering monthly.

with your vendor on price, and faster

buying program?

• Track what’s actually moving across 2. Which of your current vendors track sell-

turn on the whole category.

their accounts.

through and restock accordingly, rather

• Restock based on actual stock

Not everyone wants the exact matching

than just taking your order and moving on?

sales. If you stocked a ring with a

band. Plenty of customers will want to

round center and keep getting re-

stack something of their own choosing

3. Do you know your top 3 pieces per catego-

orders for it in oval, that’s a special

against the ring. Keeping stackable op-

ry that drive the most repeat sales? And are

order pattern telling you something.

tions in the case gives them that flexibil-

you buying enough depth in those pieces?

It might be worth adding the oval as

ity without you having to guess and stock

its own stock item. It is a different

a dozen pairings that may never sell.

START WITH THE BASICS THAT

signal than a piece that’s simply sell-

SELL EVERY DAY

ing through as-is, and a good vendor

So here’s where to start. Pick one item in

Take the classic solitaire. Instead of pick-

helps you tell the two apart.

your case right now — your best-selling

ing one quality in one size and hoping it fits, build it as a program with two qual-

solitaire, your go-to bridal suite, whatever That’s the difference between a vendor

moves the most — and ask yourself if it’s

MISSION: SALES

OCT / NOV 2026

actually a program or just a piece. If it’s a piece, that’s your next open-to-buy conversation. Build the size run, or the carat and metal run. Ask your vendor how they handle sell-through and returns before you place the order, not after. One category done right will show you exactly what you’ve been missing everywhere else.

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 and human aspects of the jewelry business.

ABOUT THE AUTHOR: According to the company, Megan Crabtree is the Founder & CEO of Crabtree Con-

sulting, a boutique consulting firm with a proven track record of successfully growing jewelry retailers and manufacturers for over two decades. The company says it is known for its unique data-driven approach, that flawlessly identifies barriers and creates tailored growth opportunities, fueling unprecedented success and helping clients reach their goals in the industry. For more information, visit www.crabtreeadvisory.com.

CENTURION ARIZONA, M-300 (212)-221-3750

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MISSION: SALES

OCT / NOV 2026

HOW TO CREATE A

FULL MONTH OF JEWELRY EMAIL CONTENT IN ONE HOUR USING AI Many jewelry stores struggle to send

and even recommend the best order

The key is to personalize the AI-gen-

emails consistently because creating

in which to send them. This ensures a

erated content before sending it. Add

content takes time. Between running the

balanced email strategy that keeps sub-

store-specific details, customer success

business, helping customers, and man-

scribers engaged without overwhelming

stories, and unique insights that reflect

aging inventory, email marketing often

them with constant sales messages.

your brand. The goal is not to automate your personality but to eliminate repet-

gets pushed aside. Artificial intelligence can solve this problem by helping jewel-

Once the calendar is built, AI can draft the

itive writing tasks so you can focus on

ers create an entire month of email con-

body content for each email. For exam-

building customer relationships.

tent in a single planning session.

ple, it can write an email explaining how to choose an engagement ring, another

By dedicating just one hour each month

The process starts by identifying your

introducing a new jewelry collection, and

to planning and AI-assisted content

monthly marketing goals. You might

another promoting a seasonal sale. Hav-

creation, jewelers can maintain a con-

want to promote engagement rings,

ing these drafts created instantly saves

sistent email marketing schedule that

showcase a new designer collection, ad-

hours of writing time and provides a

keeps their brand in front of customers.

vertise a repair service, or encourage cus-

strong starting point for customization.

Consistency leads to stronger engage-

tom jewelry consultations. Once these

ment, more repeat purchases, and bet-

goals are defined, AI can generate email

AI can also generate supporting ele-

ter long-term results. For busy jewelry

topics, promotional ideas, and content

ments such as subject lines, preview

retailers, AI is quickly becoming one

outlines that align with your objectives.

text, calls to action, and social media

of the most valuable tools available for

snippets. Instead of creating each piece

email marketing success.

Next, use AI to create a content calen-

individually, jewelers can produce an

dar. A typical month might include one

entire campaign package from a single

Read the article at https://news.centurion-

educational email, one product spot-

prompt. This creates consistency across

jewelry.com/jewelry-ecomm-tech/detail/

light, one customer story, and one pro-

marketing channels and speeds up con-

how-to-create-a-full-month-of-jewelry-

motional offer. AI can suggest themes

tent production dramatically.

email-content-in-one-hour-using-ai

SEE US AT THE 2027 CENTURION ARIZONA SHOW

MISSION: SALES

RETAIL SALES INCENTIVES FOR JEWELRY AND LUXURY STORES: CHOOSING INDIVIDUAL, TEAM, OR HYBRID PLANS READ ARTICLE ON PAGE 48

OCT / NOV 2026

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MISSION: SALES

OCT / NOV 2026

RETAIL SALES INCENTIVES FOR JEWELRY AND LUXURY STORES: CHOOSING INDIVIDUAL, TEAM, OR HYBRID PLANS

Chicago, IL--Retail selling now combines product expertise,

DESIGNING A CLEAR HYBRID MODEL

personalized service, digital support, and teamwork. The right

Hybrid plans can combine personal commission with a

incentive structure depends on whether revenue is driven

store-level bonus tied to revenue growth, conversion rates,

mainly by an individual seller, shared store execution, or both.

customer experience metrics, or profitability. This approach can fit retailers where individual selling and broader store per-

According to RevenueShift’s retail survey, among respondents

formance both influence results.

with commission plans, 50% use commissions based on individual sales, 23% use tiered commissions based on individual

According to the blog post, retailers should identify outcomes

sales and quota attainment, and 27% tie commission rates

employees can directly influence, such as personal sales vol-

to store attainment. The findings show retailers use different

ume, appointment conversion, and clienteling activity. Shared

structures depending on how they believe value is created.

measures can include store revenue, customer satisfaction, profitability, and operational execution.

WHEN INDIVIDUAL & TEAM INCENTIVES FIT

Individual incentives fit when associates have clear, measur-

Plans should clearly separate individual and team responsibili-

able influence through expertise, recommendations, relation-

ty rather than reward everyone for everything. Retailers should

ship building, or consultative selling, as can occur in jewelry

begin with how selling actually happens, then select incen-

and luxury retail. They can reward differentiated contribution

tives that reflect measurable personal contribution, genuinely

but may also create competition, sales-credit disputes, or fo-

shared outcomes, or both.

cus on personal transactions when collaboration is needed. Team incentives fit when results depend on shared execution,

Read the full article by Revenue Shift at this URL: https://

including service, inventory availability, operations, and multi-

www.revenueshift.com/insights-blog-posts/retail-sales-incen-

ple employee interactions. They can reinforce cooperation and

tive-programs-individual-team-hybrid

storewide priorities, but high performers may feel under-rewarded while lower performers benefit from stronger teammates.

MISSION: SALES

OCT / NOV 2026

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VEER

MISSION: SALES

OCT / NOV 2026

HOW REWARDS

HELP BRANDS BUILD MORE

VALUABLE CUSTOMERS

Boston, MA--Rewards are often judged by short-term sales

Over 12 months, rewards increased a CPG brand’s customer

lift, but their larger value is in how they shape customer be-

base by 7.1% through retention and reactivation. This helped

havior. For consumer brands, the goal is not only to drive one

drive a 20.7% sales uplift versus the control.

purchase. It is to attract new buyers, bring back lapsed customers, and encourage repeat spending over time.

RETAILERS BENEFIT FROM REPEAT VISITS

For retailers, the main value came from retention and frequenAccording to Bain & Company, which partnered with Fetch Re-

cy. The report said rewards increased the active customer

wards to study 73 CPG brands and 19 grocery and general mer-

base by 3.9% for general merchandisers and 9.8% for grocers

chandise retail brands over 21 months, customer value is built

over one year.

through three steps: attract, retain, and grow. Across retailers, rewards produced an average 8.4% sales upREWARDS CAN BRING IN NEW CUSTOMERS

lift over 12 months. The main driver was shopping frequency,

For CPG brands, rewards can support customer acquisition.

with the treatment group shopping about 11% more often than

Bain & Company found that while 43% of CPG customers

the control group.

were new to a brand each quarter, rewards increased first-time customer acquisition by 22% compared with a control group.

The findings show that incentives work best when brands measure customer behavior over time, not just one campaign.

The impact was especially strong in broadly consumed cate-

Effective reward programs should distinguish attraction from

gories such as snacks and beverages. On average, CPG brands

retention, target the right customer moments, and focus on

generated a net return of 7.2 times initial reward spending for

long-term value rather than short-term volume.

each new customer within the first three months. Read the entire report here: RETENTION MATTERS AFTER THE FIRST PURCHASE

https://www.bain.com/insights/beyond-sales-lift-how-re-

Rewards were not limited to trial. New consumers who earned

wards-build-valuable-customers/

a first-purchase reward were 18% more likely to repurchase within the next two quarters than organic buyers, while driving a 28.4% spend uplift.

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MISSION: SALES

OCT / NOV 2026

LUXURY RETAIL SALES TECHNIQUES

THAT PROTECT VALUE WITHOUT DISCOUNTING

West Coxsackie, NY--Luxury selling requires more than a

mends preparing different versions of product stories so associ-

standard product pitch. Affluent shoppers may know they

ates can emphasize details that fit how each customer engages.

can afford the purchase and that the associate wants the sale. Strong luxury selling therefore depends on trust, prod-

It recommends preparing different versions of product sto-

uct knowledge, confident value presentation, and under-

ries so associates can emphasize details that fit how each

standing the customer’s purpose.

customer engages.

According to The Retail Doctor, associates should have multi-

BUILD CONFIDENCE IN THE ASKING PRICE

ple ways to build rapport, recognize luxury brands custom-

Associates should also be prepared for cellphone interrup-

ers already use, and understand differences in quality, feel,

tions in high-end stores. On discounting, the article argues

service, and experience. They should also identify why the

that some employees may lower prices because they do not

item is being purchased so they can connect its features and

believe the product is worth its stated price, and that this

benefits to the occasion and strengthen the product’s per-

doubt can be passed to the customer.

ceived meaning. The article recommends retailers to hire people who believe TAILOR THE PRESENTATION TO THE BUYER

in the merchandise and train them to communicate its value

The article advises adapting presentations to four personali-

confidently.

ty styles. Drivers may respond to concise, prestige-focused reasons a product is best; Analyticals to technical detail and timelessness; Expressives to uniqueness and prestige; and

Read the article here: https://www.retaildoc.com/blog/sales-

Amiables to popularity or celebrity endorsements. It recom-

tip-selling-luxury-brands-without-a-discount

ADG

MISSION: SALES

JEWELERS USE

LAYERING AND LIVE TRY-ONS TO DRIVE NECKLACE SALES READ ARTICLE ON PAGE 62

OCT / NOV 2026

AG COLOR

MISSION: SALES

OCT / NOV 2026

JEWELERS USE

LAYERING AND LIVE TRY-ONS TO DRIVE NECKLACE SALES

Montclair, NJ--Necklaces can be difficult to sell from behind

KEEP DISPLAYS FRESH AND VISIBLE

glass. Independent jewelers say the most effective approach

Becky Bettencourt of Blue River Diamonds in Peabody, Mas-

is to make each piece visible, place it on a person and give

sachusetts, layers necklaces on forms. Karen Hollis of K. Hol-

shoppers a clear reason to try it.

lis Jewelers in Batavia, Illinois, uses bust displays and rotates pieces frequently. Paul Krueger of Krueger Jeweler in Fort At-

Shop! Association reported that Marc Majors of Sam L. Majors

kinson, Wisconsin, places new necklaces near the register with

in Midland, Texas, encourages women to try necklaces on.

“Just Arrived” signage.

When a man is shopping for a woman, he recommends having a female sales associate model the piece because neck-

Tim Wright of Simply Unique Jewelry Designs in Yorktown, Vir-

laces look better on a person.

ginia, marks necklaces at a lower keystone and offers 20% off a chain when a customer commissions a pendant.

USE STAFF MODELLING AND LAYERED LOOKS

Cole Rowland of Wares Jewelers in Bradenton, Florida, has

ADDRESS IDENTITY, PRICE AND VALUE

employees wear the promoted brand in visible layers. This

Angela Cisneros of Angela Cisneros Jewelry Concierge in

starts conversations before customers reach the case and

Atascadero, California, compares necklaces with eyeglasses:

keeps the jewelry ready to place in their hands.

both are among the first things people see and can express different parts of a person’s identity, supporting the case for

The article states that layering is the dominant tactic. Retail-

owning more than one.

ers use the stacked “neck mess” trend to show two or three necklaces together while selling them separately. Susan

David Blitt of Troy Shoppe Jewellers in Calgary, Alberta, says a

Kauffman of Black Dog Jewelers in Lewisburg, Pennsylvania,

gold necklace priced above $700 has become a rare sale. The

says this approach has produced multiple-piece sales. Ka-

article reports that some retailers are responding to high gold

trina Sustachek of Rasmussen Diamonds in Racine, Wiscon-

prices with gold-filled products or lower-priced layered looks,

sin, creates several layered combinations to show guests

securing a sale now while leaving room to upgrade the custom-

how well necklaces work together.

er relationship later.

Monica Lara of Argentum Et Aurum in Fond du Lac, Wisconsin,

The shared conclusion is to know the product, keep it visible

curates a multi-piece “neck mess” display that normalizes

and give customers a reason to try it on.

layering, including for conservative buyers. For the original Shop! Association blog post, read this article: https://shopassociation.org/the-neck-mess-is-officially-asales-strategy-jewelers-say/

IS YOUR JEWELRY WEBSITE

READY FOR THE FOLDABLE IPHONE? BY MIKE HAUBEN READ ARTICLE ON PAGE 68

Call Us 1-888-991-9888 or Visit Us at montagnepack.com

BOOTH F-T10 2027 CENTURION ARIZONA SHOW

MISSION: SALES

OCT / NOV 2026

IS YOUR JEWELRY WEBSITE

READY FOR THE FOLDABLE IPHONE? BY MIKE HAUBEN

Apple’s entry into the foldable-phone

For example, a customer might open

Developers should pay particular atten-

market gives jewelry brands another

a product page on the exterior screen

tion to the widths between traditional

reason to examine how their websites

while browsing casually. After unfold-

smartphone and tablet layouts. These

behave across different screen siz-

ing the phone, that shopper could see a

intermediate sizes may expose prob-

es. The new iPhone Duo can be used

larger product gallery, expanded speci-

lems that are not visible on an ordinary

in folded and unfolded configurations,

fications, or complementary pieces po-

iPhone or desktop monitor.

meaning shoppers may move between

sitioned beside the main product. If the

a traditional phone-sized display and a

website responds smoothly, the experi-

PROTECT THE

substantially larger viewing area during

ence could feel closer to shopping on a

PRODUCT PHOTOGRAPHY

the same browsing session. Apple has

small tablet.

Product imagery is likely to be one of the biggest beneficiaries of a foldable display—

announced that the device will become The challenge is making sure that noth-

but only if it is prepared correctly. Low-reso-

ing breaks during that transition. Imag-

lution photographs that appear acceptable

This does not mean jewelry businesses

es should resize cleanly, page elements

on a small phone may look soft or pixelated

need to create an entirely separate web-

should reorganize themselves, and import-

when enlarged. Jewelry brands should re-

site for the new device. It does mean that

ant controls should remain easy to find.

tain high-resolution source files and allow

available on October 23, 2026. (Apple)

the website to deliver appropriately sized

responsive design must become more flexible. A website that only looks cor-

TEST MORE THAN

rect at a few familiar desktop, tablet, and

STANDARD DEVICE SIZES

smartphone widths may not provide a

Many websites are tested using a hand-

Cropping also needs careful attention. A

polished experience on a foldable screen.

ful of familiar presets: desktop, tablet,

wide lifestyle image may look elegant on

and mobile. Foldable devices make those

the unfolded screen but cut off the jewel-

WHY FOLDABLE SCREENS MATTER

three categories less dependable. The

ry on the narrower exterior display. Brands

FOR JEWELRY SHOPPING

same device can have different widths,

can use responsive image settings or al-

Jewelry is especially dependent on vi-

heights, orientations, and aspect ratios

ternate crops to keep the most important

sual presentation. Customers want to

depending on how it is held.

part of each photograph visible.

metal finishes, proportions, and the way

Jewelry brands should test their websites

Product galleries should be tested for

a piece looks when worn. A larger unfold-

at a range of browser widths rather than

swiping, tapping, zooming, and chang-

ed display creates new opportunities to

focusing exclusively on named devices.

ing orientation. Thumbnail images must

show those details without forcing shop-

Slowly resizing a desktop browser window

remain large enough to identify, while ar-

pers to constantly zoom in.

is a simple way to reveal where navigation

rows and close buttons should be easy

bars, product grids, headlines, buttons,

to select without accidentally activating

and forms begin to behave poorly.

another element.

versions for each screen.

inspect gemstone color, setting details,

MISSION: SALES

OCT / NOV 2026

RECONSIDER THE

Pop-ups deserve special scrutiny. Newslet-

PRODUCT-PAGE LAYOUT

ter forms, discount offers, chat windows,

On a standard smartphone, most prod-

cookie notices, and appointment prompts

uct pages place information in one long

can overlap one another or become difficult

vertical column. The images appear first,

to close at unusual screen dimensions. Test

followed by the name, price, options, de-

every overlay in both folded and unfolded

scription, and purchase button. An un-

views, and avoid launching several of them

folded device may have enough room for

at the same time.

a more spacious two-column layout. PREPARE FOR A

A jewelry website could place the gallery

WIDER RANGE OF DEVICES

on one side and the product information

The iPhone Duo may attract new atten-

on the other. This would allow shoppers to

tion to foldable phones, but the broader

examine a ring while simultaneously view-

lesson is bigger than one Apple product.

ing its price, metal options, available sizes,

Websites can no longer assume that ev-

shipping details, and add-to-cart button.

ery visitor will use one of a small number of predictable screen shapes.

ABOUT THE AUTHOR:

As the Creative Director for the

However, brands should not force a desktop layout onto every wider screen. Text,

Jewelry brands should ask their devel-

Centurion Jewelry Show, Mike

images, and controls still need comfort-

opers to review responsive breakpoints,

Hauben has spent the past 20 years

able spacing. The design should respond

flexible grids, image behavior, menus,

immersed in the world of marketing for

to the available space instead of simply

forms, filters, and checkout functional-

jewelers. He also runs a digital agency -

shrinking desktop content until it fits.

ity. Apple is also encouraging developers

haubenmedia.com

to prepare adaptable experiences for the CHECK MENUS,

iPhone Duo, reinforcing the importance

FILTERS, AND POP-UPS

of layouts that respond intelligently to

Navigation problems can quickly under-

changing displays. (Apple Developer)

mine a premium shopping experience. A menu designed for the folded screen may

The goal is not to chase every new de-

stretch awkwardly when the device opens.

vice with a separate redesign. It is to

A desktop menu may appear too early and

create a flexible website that continues

leave insufficient room for all its links.

to look elegant and function correctly as screens evolve. For jewelry brands, that

Filters also require testing. Jewelry

investment protects the customer expe-

shoppers frequently narrow products

rience while creating new opportunities

by price, metal, gemstone, style, size,

to present products with greater detail,

or collection. On a foldable screen, the

clarity, and impact.

filter panel might appear beside the results rather than covering them. This can make comparison shopping easier, provided the controls remain readable and do not crowd the product grid.

MISSION: SALES

OCT / NOV 2026

HOT SELLERS

MSRP $8,544

ALLISON KAUFMAN GOLD DIAMOND HOOP EARRINGS 14K Gold Diamond hoop earrings 1.50 ct tdw

ARIHA

ASHI COUTURE

MODERN SAPPHIRE STACK DUO

OT261240EVERWG

AR4050

18k gold ring set featuring blue sapphires and diamonds. A sleek, stackable design and everyday versatility—consistently a best-seller for modern luxury clients. WWW.ARIHA.CO.TH

WWW.ALLISONKAUFMAN.COM

Sculpted in luminous 18k white gold, these dramatic hoop earrings feature three layers of pavé-set round diamonds totaling 3.50 cts. The graduated silhouette creates exceptional depth, dimension, and brilliance from every angle. Bold yet impeccably refined, they bring a striking touch of glamour to any occasion. WWW.ASHICOUTURE.COM

MSRP $3,966

ALLISON KAUFMAN GOLD DIAMOND RING 14K Gold Diamond Semi .33 TW (center stone sold separate). WWW.ALLISONKAUFMAN.COM

ARIHA

ASHI COUTURE

SAPPHIRE PEAR WRAP RING

OT261416EHTBYG-6.4

18k gold multi-band wrap ring with pearshaped blue sapphires and diamond accents. Bold yet elegant statement piece with excellent sell-through and high perceived value.

This radiant 18k yellow gold bracelet showcases 6.40 cts of half-moon diamonds, each embraced by a sleek bezel setting. The rhythmic silhouette highlights the distinctive geometry and brilliance of every diamond. Sophisticated yet striking, it brings modern elegance to the wrist.

AR4897

WWW.ARIHA.CO.TH WWW.ASHICOUTURE.COM

MISSION: SALES

OCT / NOV 2026

HOT SELLERS

MSRP $4,855

MSRP $3,650

MSRP $4,250

BENCHMARK

BRILLIANT ELEMENTS

COSTAR

THE LONGHORN Crafted in 14k gold, this 7mm comfort fit band features an engraved longhorn centerpiece with flowing scrollwork, rope edges, and western character, blending rugged heritage with refined everyday wear. WWW.BENCHMARKRINGS.COM

FBN503CFY025 This refined 14K gold bangle features a modern T-style clasp accented with 0.25 Cwt. of round diamonds. Its sleek, polished design offers a versatile and sophisticated touch for everyday stacking. WWW.BRILLIANTELEMENTSUSA.COM

BOLD GOLD, DISTINCTLY DUTCH MARQUISE L15956YDMB200

Crafted in 14K yellow gold with a lab-grown Dutch marquise diamond, this best-selling design pairs a bold polished band with a distinctive, contemporary silhouette. WWW.COSTARIMPORTS.COM

MSRP $4,745

MSRP $3,150

MSRP $5,250

BENCHMARK

BRILLIANT ELEMENTS

COSTAR

THE OTTOMAN COLUMN Crafted in 14k yellow and white gold, this 6.5mm comfort fit band features an Ottoman-inspired floral pattern with striking contrast, framed by gear-style edges, blending intricate detail with bold timeless character. WWW.BENCHMARKRINGS.COM

FE510GFY050 Elegant 14K gold Huggies earrings featuring 1/2 Cwt. of brilliant rounds and marquise diamonds in a sharedprong design creating a continuous, radiant shimmer, making them a perfect, sophisticated everyday luxury. WWW.BRILLIANTELEMENTSUSA.COM

DUTCH MARQUISE, FRAMED IN BRILLIANCE L15949YDMS300

Crafted in 14K yellow gold with a labgrown Dutch marquise center and tapered baguette side diamonds, this best-selling design balances distinctive geometry with timeless elegance. WWW.COSTARIMPORTS.COM

MISSION: SALES

OCT / NOV 2026

HOT SELLERS

MSRP $3,000

DILAMANI DESERT DIAMOND CONFETTI SIGNATURE CIGAR BAND AA70116CD-200Y

Scattered desert diamonds and white diamonds animate our iconic Confetti cigar band, with a signature satin finish that lets every gem shine effortlessly. WWW.DILAMANI.COM

JEWELS BY JACOB DIAMOND & SAPPHIRE BAND R3400-7HWGS

Royal hues meet extraordinary brilliance. A mesmerizing sequence of royal blue sapphires and brilliant oval diamonds crafted to celebrate timeless elegance. S = 1.62ct (4). D = 0.92ct (3). 14KW. WWW.JBJACOB.COM

MIDAS CHAIN GARDENIA WIDE BAND SEMI-MOUNT MB000156-14B From our Bouquet of Flowers Collection.

A best seller for a reason—this 4mm classic shank and graduated halo design delivers bold structure, brilliant sparkle, and timeless appeal. WWW.MIDASCHAIN.COM

MSRP $3,300

DILAMANI MONTANA SAPPHIRE & DIAMOND CLUSTER RING AA17919SM-200Y

Oceanic Montana sapphires and bright diamonds shimmer across this band. Their teal‑to‑blue hues blend cool color with crisp sparkle in a refined silhouette that feels effortlessly modern yet timelessly wearable. WWW.DILAMANI.COM

JEWELS BY JACOB DIAMOND & EMERALD EARRINGS E7106-WGME

Luminous Zambian emeralds framed by dazzling diamonds create a captivating expression of sophistication and grace —an heirloom-worthy treasure for generations to come. E = 1.26CT (2). D = 1.16 (34). 18KW. WWW.JBJACOB.COM

MIDAS CHAIN ORGANIC LARIAT NECKLACE MF047201-14Y

A standout piece, the 2.60mm Organic Lariat in 14K gold is a best seller for its effortless drape and versatile design, made to be worn alone or layered with ease. WWW.MIDASCHAIN.COM

MISSION: SALES

OCT / NOV 2026

HOT SELLERS

MSRP $3,249

MSRP $9,500

SAVOIA

SMILING ROCKS

WILLOW

FLORENCE

BRILLIANCE THAT BENDS WITH YOU

JAZZ HOOPS “DANCING WITH DIAMONDS®”

MSRP $120,630 - Full set

Homage to an iconic city Gold 18k and natural diamonds Versatile and easy to wear, it transitions effortlessly from day to night. It captures the eye in a subtle way—there’s a quiet elegance to it. WWW.SAVOIAITALY.COM

SRBA08131WHT

Bangle from the ‘Flexible Bangles’ collection, featuring 1 round and 1 oval cut lab-grown diamond, weighing a total of 2.17 cwt., set in 14k yellow gold.

(naturally) 18K YELLOW GOLD + PLATINUM ARTISAN HOOPS WWW.WILLOWDIAMONDS.COM

WWW.SMILINGROCKS.COM

MSRP $3,125

MSRP $19,900

SAVOIA

SMILING ROCKS

WILLOW

ARENA

BRILLIANCE, PERFECTLY FRAMED

FIREFLY BLAZE NECKLACE

MSRP $147,658 - Full set

Inspired by “Arena di Verona” Gold 18k and natural diamonds Royal, regal, and luxurious pieces with an innovative design that stretches to adapt to your skin. WWW.SAVOIAITALY.COM

SRR08314WHT

A stunning ring from the ‘Edge’ collection, ring features a round cut lab-grown diamond with a pave band, weighing a total of 2.42 cwt., set in 14k yellow gold.

NECKLACE 18K GOLD + PLATINUM + LASER-PIERCED NATURAL DIAMONDS WWW.WILLOWDIAMONDS.COM

WWW.SMILINGROCKS.COM

MISSION: SALES

OCT / NOV 2026

THE 3 CORE QUALITIES OF A GREAT SALES ASSOCIATE AND WHAT LEADING RETAILERS GET RIGHT New York, NY--Sales performance in physical

the associate’s role shifts from information

These demands can shift quickly within a sin-

retail is heavily shaped by frontline staff. Ac-

provider to trusted guide.

gle day, often without predictability in work-

cording to an article by Yoobic, the difference

load intensity.

between an average store visit and a strong

COMMUNICATION THAT EXTENDS

customer experience is often determined

BEYOND THE TRANSACTION

The post notes that adaptability is what en-

by sales associates rather than products or

Communication is a defining capability in retail

ables associates to handle these competing

pricing alone.

environments. While friendliness is considered

priorities without becoming overwhelmed.

a baseline expectation, high-performing sales

The ability to prioritize tasks, respond to mul-

The article also notes that customers rarely

associates go further by actively shaping the

tiple demands simultaneously, and adjust

remember standard transactions, but they

customer experience.

quickly to new product introductions is cen-

do remember moments where an associate

tral to maintaining operational efficiency. The

meaningfully improved their experience—

The article provides an example of a depart-

article also highlights that this variability is in-

through recommendations, problem-solving,

ment store interaction where an associate

herent to retail and is a defining feature of the

or proactive assistance.

does not simply sell a product but builds con-

role rather than an exception.

text around the purchase—asking about the

PRODUCT KNOWLEDGE

occasion, suggesting complementary items,

RETAILERS APPLYING THESE

THAT DRIVES CONFIDENCE,

and linking across departments (such as ac-

PRINCIPLES EFFECTIVELY

NOT JUST ACCURACY

cessories or beauty products). This approach

Retailers that invest in structured training,

Strong product knowledge is a foundational ex-

transforms a single purchase into a broader,

communication frameworks, and frontline

pectation for any sales associate. Customers

curated experience.

enablement tools are better positioned to

may ask detailed questions about products,

deliver consistently strong in-store experi-

including technical specifications, especially in

At the same time, the article highlights that

ences. The core idea presented is that when

categories like electronics where complexity is

effective communication also requires re-

sales associates are supported across

high. The article highlights that with structured

straint and awareness. Not all customers

knowledge, communication, and adaptabili-

learning systems and managerial support, re-

want engagement. Reading verbal and

ty, they become a key driver of both custom-

tail teams can be equipped with the necessary

non-verbal cues and adapting accordingly is

er satisfaction and sales performance.

knowledge to respond effectively.

essential to ensuring the interaction aligns with individual preferences.

However, the article emphasizes that knowl-

Read the full article by Yoobic here: https:// yoobic.com/blog/the-3-top-qualities-of-a-

edge alone is not enough. Customers can al-

ADAPTABILITY IN HIGH-PRESSURE,

great-sales-associate-and-the-retailers-get-

ready access factual information online in real

FAST-CHANGING ENVIRONMENTS

ting-it-right/

time. What they are actually seeking in-store is

Retail work involves constant task switch-

reassurance—an informed opinion that helps

ing—ranging from customer assistance to

validate their purchase decision. In this sense,

stock management and cashier support.

OCT / NOV 2026

MISSION: SALES

OCT / NOV 2026

WHY EMAIL IS QUIETLY BECOMING JEWELERS’

HIGHEST-ROI HOLIDAY CHANNEL BY EMMANUEL RAHEB, FOUNDER AND CEO, SMART AGE SOLUTIONS

New York, NY--Ask a jeweler how they’re

six product photos and a percentage

None of those are promotions. All of

planning for the holidays and you’ll hear

off. It lands the first week of December,

them are reasons to buy. So, what do

about ad budgets. They might invest in

with a reminder the week after. That

you do if you have never segmented a list

paid search, social media, a local radio

email asks the same question of every

in your life?

buy, or a billboard on the highway. Ask

person on your list, whether they bought

about email, and the answer is usually

a $14,000 anniversary band in March or

Don’t build 14 segments. You won’t

some version of the same thing. “We’ll

have never spent a dollar with you.

maintain them, and you’ll quit by Febru-

send something out in December.”

ary. Build three. Klaviyo’s 2026 benchmark data, pulled

That sentence is the reason email un-

from more than 183,000 retailers, shows

Recent buyers. Anyone who purchased

derperforms in most jewelry stores. Not

that cost. Automated, triggered emails,

in the past 12 months. These people al-

because jewelers don’t use it. They use it

the ones that go to one person because

ready trust you, which means they don’t

once, send it to everyone, and lead with a

of something that person actually did,

need a discount; they need a reason.

discount. Meanwhile, it’s quietly outper-

produce 41% of all email revenue while

Send them what’s new and what’s arriv-

forming most of what you’re paying for.

making up just 5.3% of emails sent. Mea-

ing before the holidays.

sured per recipient, they earn roughly 18 In Litmus’ 2025 State of Email report,

times what a broadcast campaign earns.

marketers in retail, e-commerce and

Occasion clients. Anyone in your system with a date attached to them. An

consumer goods reported an average

Five percent of the sends. 41% of the rev-

anniversary, a birthday, a wedding—you

return of roughly 45 to 1. Even if you

enue. The takeaway isn’t that you need to

sold the bands for them. This is the most

shade that number down, and self-re-

go buy automation software. It’s that rel-

valuable list you own, and most stores

ported survey figures usually deserve it,

evance beats volume, and it isn’t close.

are sitting on it without ever using it.

same neighborhood. You’re not bidding

At the top of the market, the gap is wid-

Everyone else. Your general list. This is

against national brands for placement.

er still. A client who has spent six figures

where the broad holiday message be-

You’re not renting an audience. You al-

with you over a decade does not want to

longs, and there’s nothing wrong with it

ready own this one.

hear that everything in the store is 20%

living there. Just stop sending it to the

off. She wants to hear that the designer

first two groups.

nothing else in your holiday plan is in the

So why does email feel like it doesn’t

she collects has a new piece in the case.

work? Because of what most stores ac-

That her daughter’s graduation is in May

Three lists. One afternoon of work in

tually send. You know the email. It goes

and that you’ve set something aside.

whatever system you already have. That’s

to the whole list. The subject line says,

That it’s been eleven months since you

the entire starting point, and it will outper-

“Our Biggest Holiday Event.” There are

last checked her prongs.

form what most stores do in December.

MISSION: SALES

OCT / NOV 2026

From there the calendar mostly writes

One warning about discounts: every

And here’s the part worth remembering

itself. New arrivals go to recent buyers in

time you send a blanket percentage off

after the holidays are over. Your email

early November, before the noise starts.

to your entire list, you are also sending

list is the only marketing asset you own

Anniversary reminders go out every

it to the customer who was going to pay

outright. A platform can change its algo-

week all season instead of piling into one

full price. That’s especially true in bridal,

rithm tomorrow. Your ad costs can climb

batch. A service and cleaning reminder

where the purchase is already happen-

30% next quarter with no warning and

goes out in January, when your show-

ing on a deadline. You’re not creating

no explanation. But the list of people who

room is quiet and your team finally has

demand there. You’re subsidizing it.

have already trusted you with a meaning-

time to be helpful.

ful purchase remains intact. There’s a version of the holiday email

Two details matter more than people ex-

that isn’t a sale at all. A short note to fif-

Your list already knows you. The question

pect. The first is who the email comes

ty of your best clients, written like a note

is whether you’re talking to all of them at

from. “Peterson Jewelers” is a store.

instead of a flyer, telling them what came

once or to each of them on purpose.

“Dana at Peterson Jewelers” is a person

in and offering them a first look before it

your client has met, and it will be opened

goes on the floor. No percentage off. No

ACCORDING TO SMART AGE SOLU-

at a noticeably different rate. The sec-

countdown timer. That email routinely

TIONS, the company has been at the fore-

ond is the week between Christmas and

outperforms the blast that went to ev-

front of digital marketing since the very be-

New Year’s, which most jewelers write

eryone, and it takes 20 minutes to write.

ginning. Smart Age invites you to Subscribe

off entirely. It’s one of the best weeks of

to their newsletter or read their blog at

the year for gift certificates, exchanges,

The stores that handle this task well usu-

smartagesolutions.com and get actionable

self-purchase, and the man who didn’t

ally aren’t sending more email. Plenty of

advice and insights to grow your business.

get it right the first time and needs a sec-

them are sending less. They’re just send-

ond chance quietly.

ing it to the right person at a moment

Smart Age Solutions states “To learn more

when it makes sense to hear from you.

about how Smart Age Solutions can transform your jewelry marketing strategy, reach out to us today at info@smartagesolutions.com or through our contact form. We’re ready to help you succeed.” ABOUT THE AUTHOR: Emmanuel Raheb is the Founder and CEO of Smart Age Solutions, a full-service, award-winning digital marketing agency specializing in the fine jewelry industry. According to the company, Smart Age’s mission is to grow independent jewelers and help them in their own backyard by running successful digital ad campaigns for clients and developing their web presence. Smart Age Solutions says it also advises, conducts webinars, and provides unpublished data from Google for its clients. Today, according to the company, Smart Age Solutions has become synonymous with elevating standards by bringing innovation and strategy and is the agency of record for many of the industry’s leading retailers and enterprise brands.

MISSION: SALES

OCT / NOV 2026

HOW TO BUILD AN ABANDONED CART EMAIL SERIES FOR JEWELRY SHOPPERS BY MIKE HAUBEN

An abandoned shopping cart does not

materials, gemstones, craftsmanship,

Discounts should also be used careful-

necessarily mean a customer has lost

sizing, warranties, shipping, returns, or

ly. Automatically giving every shopper

interest. This is particularly true with

authenticity. Customer reviews can also

a coupon shortly after they abandon a

jewelry. Someone considering an expen-

be valuable here. If shoppers are decid-

cart can train customers to intentionally

sive watch, diamond ring, necklace, or

ing whether a piece is worth the invest-

abandon purchases in anticipation of an

designer bracelet may want additional

ment, reassurance from previous cus-

offer. Consider reserving incentives for

time before making a decision. They may

tomers and additional information about

later in the sequence, selected customer

be comparing products, researching the

its quality can help eliminate uncertainty.

segments, or situations where your data

brand, checking their budget, or simply

indicates that an incentive meaningfully

waiting until later to complete the pur-

Product photography should play an

increases conversions. Free shipping,

chase. A well-designed abandoned cart

important role throughout the series.

complimentary gift wrapping, or another

email series gives your jewelry brand an-

Jewelry is highly visual, so do more than

value-added benefit may sometimes be

other opportunity to earn that sale.

show a small thumbnail of the aban-

more appropriate for a premium jewel-

doned product. Include a strong photo-

ry brand than reducing the price of the

Instead of sending a single reminder,

graph that reminds the shopper why the

piece itself.

create a sequence of emails that ad-

piece caught their attention. Depending

dresses different reasons the customer

on the product, lifestyle photography

Finally, continuously test and improve

might be hesitating. The first message

can also help customers imagine them-

the series. Experiment with subject

should generally be simple. Show the

selves or someone they love wearing it.

lines, photography, timing, calls to ac-

jewelry they left behind with attractive

tion, social proof, incentives, and the

product photography and provide an ob-

If the customer still has not purchased,

number of messages you send. Current

vious button that returns them directly

a later email can introduce some urgen-

ecommerce guidance commonly rec-

to their cart. At this stage, you do not

cy. This should be genuine rather than

ommends a multi-email approach rath-

necessarily need to offer a discount. The

manufactured. If inventory is actually

er than relying on one reminder. Your

customer has already demonstrated sig-

limited, tell the customer. If a promotion

own customer data should ultimately

nificant purchase intent, so a helpful re-

is legitimately ending soon, mention the

determine what works best. A strong

minder may be all that is required.

deadline. Avoid fake countdowns and

abandoned cart series does more than

artificial scarcity. Jewelry purchases re-

remind someone that they forgot some-

The next email can focus more heavily

quire trust, and misleading urgency can

thing. It identifies why a jewelry shopper

on building confidence. Jewelry shop-

undermine the credibility your brand has

may be hesitating and gives them the

pers often have questions that go be-

worked to establish.

confidence and convenience they need

yond price. Highlight information about

to return and complete the purchase.

OCT / NOV 2026

MISSION: SALES

ABOUT THE AUTHOR: As the Creative Director for the Centurion Jewelry Show, Mike Hauben has spent the past 20 years immersed in the world of marketing for jewelers. He also runs a digital agency - haubenmedia.com

MISSION: SALES

OCT / NOV 2026

HOW TO GET

YOUR JEWELRY STORE RECOMMENDED BY CHATGPT AND OTHER AI SEARCH TOOLS BY MIKE HAUBEN

Customers are beginning to search for

stead of having a generic page saying you

your Google Business Profile. Encourage

jewelry differently. Instead of typing

offer “fine jewelry,” create detailed pag-

legitimate customer reviews and keep

something like “jewelry store near me”

es covering important categories such

your store’s name, address, phone num-

into a traditional search engine, a shopper

as engagement rings, wedding bands,

ber, hours, website, services, and other

might ask an AI assistant, “Where should I

custom jewelry, jewelry repair, diamond

information consistent. Mentions from

shop for an engagement ring in my area?”

jewelry, estate jewelry, watches, or oth-

reputable local organizations, industry

or “Who are the best custom jewelers

er specialties relevant to your business.

publications, news outlets, associations,

near me?” Tools such as ChatGPT, Gem-

This creates much clearer signals about

and other credible websites can provide

ini, Perplexity, and AI-powered search ex-

the types of searches and questions for

additional signals that your business is a

periences are creating a new marketing

which your store may be relevant.

real and established part of its market.

a business that AI systems can confi-

Educational content is becoming increas-

Jewelry stores should also think carefully

dently understand and recommend.

ingly valuable as well. Create detailed

about how their website content is writ-

pages answering the questions custom-

ten. Avoid filling pages with repetitive

This has helped create growing inter-

ers actually ask your sales staff. What

keywords designed primarily for search

est in Generative Engine Optimization,

should someone know before buying an

engines. Write clear, specific answers

commonly called GEO. Traditional SEO

engagement ring? How does custom

that demonstrate genuine expertise. Use

focuses heavily on helping individual

jewelry work? How long does ring resiz-

descriptive headings, FAQs, author in-

webpages rank in search results. GEO

ing take? What is the difference between

formation where appropriate, structured

expands that goal by making your busi-

popular diamond shapes? What should

information about products and services,

ness and its expertise easy for AI sys-

someone look for when choosing a jewel-

and straightforward language that makes

tems to identify, understand, associate

er? Useful answers demonstrate exper-

important facts easy to identify. The ob-

with particular services, and potentially

tise while giving both traditional search

jective is to make your website under-

cite or recommend when answering rel-

engines and AI systems more informa-

standable to both people and machines.

evant questions.

tion for understanding your business.

challenge for jewelry stores: becoming

AI visibility should not replace traditionYour website is an important part of this

Your reputation beyond your own web-

al SEO. Jewelry stores still need strong

strategy. Clearly explain who you are,

site matters too. Maintain accurate

local SEO, useful webpages, good tech-

where you are located, what you special-

business information across important

nical performance, quality backlinks,

ize in, and which services you provide. In-

directories and platforms, especially

reviews, and a well-maintained Google

MISSION: SALES

OCT / NOV 2026

Business Profile. Instead, GEO should

questions about diamonds, gemstones,

become another layer of the overall

repairs, custom design, watches, and

strategy. The businesses that build

fine jewelry represent an enormous

strong digital authority now may be bet-

amount of valuable information. Turn-

ter positioned as consumers increas-

ing that knowledge into well-structured

ABOUT THE AUTHOR:

ingly use AI assistants throughout the

digital content can help your store be-

As the Creative Director for the Centurion

research and purchasing process.

come more visible wherever customers

Jewelry Show, Mike Hauben has spent

search, whether that happens through

the past 20 years immersed in the world

Google, social media, or an AI assistant.

of marketing for jewelers. He also runs a

The biggest advantage jewelers have is their expertise. Years of answering

digital agency - haubenmedia.com

MISSION: SALES

OCT / NOV 2026

CRAFTING A WINNING DIGITAL MARKETING PLAN FOR YOUR JEWELRY STORE BY ALEX FETANAT, PRESIDENT, GEMFIND

As a new year begins, it’s the perfect mo-

rience should showcase high-resolution

platforms and commit to optimizing and

ment to evaluate your past digital mar-

photography and video that capture the

engaging on those consistently, rather

keting performance and define clear

fire, detail, and brilliance of your collec-

than stretching your efforts across too

marketing objectives for the months

tions, while guiding shoppers effortless-

many channels.

ahead. In this article we’ll explore some

ly from homepage to checkout. Treat

key components that create a holistic

your website as your flagship storefront

IMPLEMENT EMAIL MARKETING

digital marketing plan tailored specifical-

in the digital world, elegantly express-

Strengthen

ly for your jewelry store.

ing the beauty, craftsmanship, and per-

with your customers through thought-

sonality of your jewelry store. According

ful, well-planned email marketing. Con-

SHAPE YOUR JEWELRY

to the company, “GemFind specializes in

sistent newsletters can highlight new

STORE’S BRAND IDENTITY

Shopify websites and are the only Cer-

collections, limited-time promotions,

Begin by clearly defining the identity of

tified Shopify Partner in the jewelry in-

and exclusive behind-the-scenes con-

your jewelry store. What values, story,

dustry. Our interactive apps like Diamon-

tent, keeping your audience inspired, in-

and aesthetic does your brand repre-

dLink and Ring-Builder, also elevate your

formed, and eager to return. GemFind’s

sent? A deep understanding of your

jewelry store’s online experience.”

jewelry-focused digital marketing team

brand’s unique personality and key dif-

long-term

relationships

specializes in crafting high-converting

ferentiators will guide every marketing

EXPAND YOUR

email campaigns and can manage your

decision you make. From there, you can

SOCIAL MEDIA PRESENCE

entire lifecycle marketing strategy—from

consistently communicate what makes

Connect with your audience on visually

segmentation and design to automa-

your store exceptional across your web-

driven platforms like Instagram, Pinter-

tion and performance optimization—so

site and social media channels, ensuring

est, Facebook, and TikTok. Use these

your messages consistently reflect your

a cohesive and memorable online pres-

channels to spotlight your most capti-

brand and drive measurable results.

ence. If you’ve already begun shaping

vating pieces with high-quality photog-

these foundations in previous years, now

raphy, reels, and short-form videos that

OPTIMIZE FOR SEO CONTINUOUSLY

is the ideal time to refine them further

highlight sparkle, detail, and on-trend

Strengthen your jewelry store’s visibility

and sharpen your marketing message.

styling. Engage thoughtfully with follow-

in search results by investing in ongoing

ers in the comments and DMs, join rele-

search engine optimization (SEO). Refine

ELEVATE YOUR JEWELRY

vant conversations in your local and brid-

your product descriptions, meta tags,

STORE’S ONLINE PRESENCE

al communities, and treat social media

and on-site content with keyword-rich,

Investing in a visually striking, mobile-first

as a key touchpoint for nurturing loyal

customer-focused language so your

website that truly captivates your cus-

fans and driving traffic back to your

collections appear more prominently on

tomers will elevate your jewelry store’s

website and in-store experience. If you

search engine results pages and attract

online presence. Your ecommerce expe-

are just getting started, focus on 1–2 key

qualified organic traffic. Consistent SEO

MISSION: SALES

OCT / NOV 2026

work helps you reach shoppers who are actively searching for engagement rings, bridal jewelry, and fine jewelry in your market—online and in-store. By partnering with a jewelry-specific digital marketing team like GemFind, you gain access to seasoned SEO specialists who understand the nuances of the jewelry industry and can help you develop, execute, and continually refine a data-driven SEO strategy that supports your longterm growth. ENCOURAGE CUSTOMER REVIEWS AND TESTIMONIALS

Invite your happiest customers to share their stories through detailed reviews and testimonials. When potential buyers see authentic feedback about your service, craftsmanship, and in-store or online experience, their confidence in purchasing fine jewelry from you increases significantly. Feature these testimonials prominently on your website, Google profile, and social media channels to create powerful social proof that reinforces the quality and trustworthiness of your brand. IN CONCLUSION

A holistic digital marketing plan for your jewelry store involves a combination of online and offline strategies that work in harmony. By defining your brand, leveraging digital platforms, and engaging with your audience through various

ABOUT THE AUTHOR:

channels, you can build a strong and en-

Alex Fetanat is the CEO and founder of GemFind, a technol-

during presence in the competitive world

ogy company providing web design, digital marketing, and

of jewelry retail. Craft your brilliance

e-commerce solutions for the jewelry industry. According to

and let your holistic marketing plan illu-

the company, he founded GemFind in 1999 and has since led

minate the uniqueness of your jewelry

the company’s growth and expansion. Under his leadership,

store. GemFind says, “Consider a com-

GemFind has been recognized as an industry leader, winning

plimentary consultation with GemFind,

numerous awards and accolades for its innovative technolo-

with over 25 years’ experience achieving

gy solutions. Alex Fetanat has also been a speaker at several

results for jewelry stores!”

jewelry industry events and is highly regarded for his industry knowledge and expertise, according to GemFind.

MISSION: SALES

OCT / NOV 2026

ADVERTISERS INDEX ADAPTIVE .....................................................PAGES 22 - 23

JEWELS BY JACOB......................................PAGES 6 - 7

ADG.................................................................PAGE 59

LASHBROOK ................................................PAGES 32 - 33

AG COLOR ....................................................PAGE 61

LESLIE MCGWIRE & ASSOCIATES.........PAGES 66 - 67

ALLIED CREATIONS...................................PAGE 45

LUXURY DISPLAY GROUP........................PAGES 56 - 57

ALLISON KAUFMAN..................................PAGE 21

MIDAS CHAIN..............................................PAGES 12 - 13

ARIHA .............................................................PAGES 42 - 43

MONTAGNE .................................................PAGE 65

ASHI COUTURE ...........................................PAGES 14 - 15

NATIONAL RARITIES.................................PAGES 36 - 37

BENCHMARK WEDDING RINGS...........BACK COVER

SAVOIA ..........................................................PAGES 40 - 41

BRILLIANT ELEMENTS...............................PAGES 30 - 31

SHY CREATION...........................................PAGES 8 - 9

COSTAR .........................................................PAGES 34 - 35

SMILING ROCKS.........................................PAGES 24 - 25

DIABELLA ......................................................PAGE 85

SOLO..............................................................PAGE 47

DILAMANI.....................................................PAGE 17

UNEEK ............................................................PAGES 2 - 5

EPOQUE .........................................................PAGE 49

UPMR ..............................................................PAGE 63

IDD LUXE ........................................................PAGES 18 - 19

VEER................................................................PAGES 50 - 51

JEWELERS MUTUAL / LUXSURANCE.....PAGE 53

VIVID JEWELS..............................................PAGES 54 -55

JEWELEX ........................................................PAGES 26 - 27

WILLOW.........................................................PAGES 10 - 11

This listing is published for the convenience of our readers. The Publisher is not liable for errors or omissions.

BOOTH F-109 2027 CENTURION ARIZONA SHOW