Last updateTue, 19 Nov 2019 11pm

Sales tips from Aleah Arundale

A jeweler by any other name

AleahWhat’s in a name? A lot! Nicknames are usually reserved for our friends. Show your customer how friendly you are by using a nickname! It will help your customers relax. This is important as many guys are already intimated when in a jewelry store.

Try picking a fun, memorable name for yourself. Call yourself the “Diamond Dude” and see diamond sales go up! Call yourself “Ruby Rex” and sound like a gemstone expert. A nickname makes you sound knowledgeable and memorable. Being remembered is key to repeat sales, and a nickname is an easy was to be remembered.

The category you call your store also matters. Are you a store or a boutique? Are you a studio or a retail outlet? Don’t think of yourself as an independent jeweler, think of yourself as a specialty jeweler! Don’t be a clerk, be a concierge! Just by calling yourself a jewelry concierge, you will give better service. Your whole mentality and attitude will change.

Tiffany gets it. Tiffany’s new stores do not have sales people, they have style consultants. Being a style consultant makes you sound like an expert. It also makes you less threatening. You sound like you are there to teach, not be a pushy sales person. By simply changing what you and your employees are called, you can alter the entire attitude of your store.

Ikea & Starbucks provide excellent examples of how names can be used to drive sales. Starbucks did not want you to feel like you were paying $3 for a small coffee, so did they increase the size? No! They simply changed the name to a tall!! Ikea gives all their furniture names. Naming something shows it is important and helps give it a story.

You should name your jewelry. Make collections and name them. Put all your purple gems together and call it the “Royalty Collection.” Name your loose diamonds. Call your diamonds the “Eternal Diamond.” Make up your own brands. People buy the story, not the jewelry. Build more stories through names.

Have you considered changing your name? Maybe adding the word ​“​diamond​“​ to the name of your store? I know jewelers who have changed their names and seen positive results. John’s Jewelers became John’s Diamonds and they sold more diamonds! Your store name helps you and your staff focus. If your store name has the word diamond or wedding in it, it reminds you and your staff what is truly important.

Lastly, changing what you call certain everyday jewelry items will help you make more sales. When a diamond is of a lower color, do not say off color, call it warm instead. Don’t call it an inclusion an imperfection, call it a birthmark. Don’t say three prong earrings, say martini earrings. Instead of saying treated gem, say technology improved.

You will find changing what you call things will help you think more positively, and who wouldn’t want to shop at a positive store.​

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!”