Last updateWed, 20 May 2020 12am

My favorite sales tips

Who does not love a “Best Of” special? Well here you go! Here are Aleah Arundale’s favorite sales tips from her life in jewelry.


#1 Make your customers feel important. People buy jewelry to feel important, attractive, rich. You can sell the feeling of importance by asking people their opinion. Try asking your customer something like, “Oh, I just finished these two ads. Which do YOU like better?” Even something as simple as, “Will you hold this,” can make people feel more important and more comfortable in your store.

#2 Talk up the occasion for which they are buying jewelry. Talk about how special and meaningful Christmas can be. Talk about how lucky they are to be getting engaged and how special it is when you meet the person of your dreams. The more important the event becomes, the less the price matters.

#3 Make your customers feel unique. One way to do this is by talking about the rarity of the piece you are selling. Lines such as these can be used to make your customer feel special: “Only the top 1% of women own an engagement ring over a carat.”“She will have a unique piece of jewelry that you can not find anywhere else.”  Make your customer feel unique and they will buy from you.

#4 Be sure to have a VALUE STORY. In order to close a sale, you need a clear reason why you provide the best value. Your value story can be that you buy second hand diamonds, or that you have 40 years buying experience, or that you just got back from Antwerp. Even telling customers you have the best warranty can give them that feeling of value. The price does not matter, customers buy the feeling of value.

#5 You need one clear message. If I throw six balls at you, you won’t catch any of them. It’s the same with messages. Pick one idea and make it crystal clear.

#6 People buy stories. In a study by Anne Bowers in JCK she sold the same item for three different prices and the only thing that was different was the story. Find a way to be a better story teller either by practicing telling stories or by attaching a pre-written story to each piece of jewelry in your case.

#7 Have someone else sing your praises. Have your associates say something like, “Let me have you talk to Jim, he has over 30 years of diamond experience,” or “Oh, You should talk to Beth, she is a pearl fanatic.” This way you are already instilling confidence before you even meet the customer.

#8 Sales Diva Kate Peterson of Performance Concepts tells us to make the engagement ring sale all about the girl. Guys can not tell you her favorite color, but he can talk about her hobbies, her job and her interests. If you get him talking about her, it gets him move invested emotionally and makes him realize all the many wonderful things he loves about her, prompting him to spend more.

#9 Another stunning tip by Kate is that the new and best way to sell jewelry is customize your presentation. You can’t just tell why a ring is good any more, you must tell the customer why the ring is good for THEM. People want customized rings and customized sales presentations too. Do this by listening to the customer then repeating back to them. Ask her what she likes. She likes to cook? Oh well, this ring is perfect for a cook because there are not too many places food can get trapped in it. She likes to bike? Well, with this necklace she won’t even need a bike light, because people will see her coming a mile away. Make the jewelry good for them and you will make the sale.

#10 Turn everything into a question. Want to tell your customer why platinum is great? The fastest way to bore someone is to tell them something they already know. However if you turn it into a question such as, “Do you know what makes platinum so much better than white gold?” Then you’re asking instead of telling and you will be more engaging.

#11 Alan Berg says you should make a reset button. It’s after lunch, you’re tired, you have just showed four different couples engagement rings. It’s hard to start fresh with each customer. The act of physically pushing a reset button after each customer will help you start fresh each time. Just drawing one on a piece of paper and pressing it before each new customer could help you improve your sales.

#12 Quality actually saves you money. Think of the time you bought that really nice belt, or toaster. It seemed like a lot of money at the time, but think of how much use and enjoyment you got out of it! In the long run quality saves you money. Use analogies like buying a cheap purse vs a good purse to help you close a sale on a higher quality piece.

#13 Repeat what the customer says. Researchers found that when waiters repeated a customer’s order back to them, in the same words, tone, and verbalization, they found tips went up 70%! How can this be? We prefer people who are similar to us. It creates stronger bonds and increases likability. Try sounding and even mirroring the posture of your customers and see sales increase.

#14 Use cost per-wear. Yes $6000 might seem like a lot now, but over a lifetime? Over their child’s lifetime? It’s very little. Say something like “Isn’t $50 a year for the ring of her dreams much better than $20 a year for a ring she is just OK with?”

#15 Put the ring on the client’s finger in the first minute of conversation. This is a great sales tip from David from David’s Jewelers in Alabama. As you talk about the diamond, start referring to the diamond as “YOUR DIAMOND” and pretty quickly in the customer’s mind it will be.

#16 Tell everyone you are number one. Why not? If you tell everyone you are the #1 place to buy an engagement ring your customer will hopefully believe it, but just as important you will begin to believe it in your own mind and start to act like it too.

#17 Sometimes you need to give people a little something extra. Think of that restaurant that gave you the free desert, or the mechanic that knocked $50 off your last bill. How did that make you feel about them? You loved them! They gave you a discount in a way that made you feel special. Give your customer a little something in a way that makes them feel special and they will be hooked for life.

Now go sell some jewelry!

Aleah Arundale is a 3rd generation GIA Graduate Gemologist, a 5th generation jeweler turned loose diamond wholesaler and the founder of the immensely popular Jewelers Helping Jewelers Facebook page. Selling diamonds on the road lets her share great ideas from hundreds of different jewelers from all over the country. Sign up for her Jewelry Sales Tips Newsletter by e-mailing her at This email address is being protected from spambots. You need JavaScript enabled to view it. or calling 800-882-8900. “We are all in this jewelry business together, lets help each other!”