Articles and News
The Diamond Dispatch: How to Impress Clients When They’re Not in the Store | September 30, 2025 (1 comment)
Merrick, NY--When a client walks into your store, the stage is set: lights are bright, showcases are eye-catching, and your team is ready to deliver. But the truth is, most of the relationship isn’t built in that moment. It’s built in all the little touches that happen after they leave your store.
Service doesn’t end at the counter.
The retailers who win long-term are building connections that make customers feel seen, remembered, and valued even when they’re miles away from the sales floor.
_______________________________________________________________________________________________________________________________________________________
We’d love to hear your perspective on any and all Megan Crabtree articles. Your insights help us all learn from each other’s experiences. Email your response to hhauben1@gmail.com. All submissions will remain anonymous. Here are a few ideas/questions to get started:
- If you have ever shopped at a competitor and purchased to experience their follow-up process compared to your own, please describe your approach.
- What is the most effective follow-up strategy you’ve used to get customers back in the store to buy?
- What challenges have you encountered when implementing follow-up tactics?
_______________________________________________________________________________________________________________________________________________________
Thoughtful Follow-Up
A client tries on a piece, loves it, but doesn’t buy… classic scenario. Too many associates let the moment disappear. Instead, send a quick text with a photo of that exact piece. Better yet, shoot a short video of it sparkling in the light and add a note: “This is the one you loved today. I couldn’t resist showing you again.”
It’s not a hard sell. It’s proof you paid attention.
Wishlists That Work for You
Stop using your POS system as a glorified cash register. Start to build wishlists right into it. When an anniversary, birthday, or holiday comes up, you’ve got the perfect excuse to reach out.
Even better? Collect information from your client’s significant other. Imagine telling a husband: “We’ve already picked out your wife’s gifts for the entire year. All you have to do is show up.” That’s personal service that will keep him coming back to you and not the store down the street.
Do Your Homework
When a client calls asking about diamonds, don’t wait until they arrive to scramble. Prep in advance. Record a couple of videos of diamond options, narrating as you go, just like you would in person: “This one has more fire, this one faces up larger…”
When they walk in, they’ll already feel like you’ve done the heavy lifting. And if they don’t walk in? You’ve still shown effort that most stores never bother with so they’ll think of you first when they’re ready.
Bring the Store to Them
Some clients don’t want to browse under bright lights. They want speed, convenience, and flexibility. Offering curbside pickup, home delivery, or even hand-delivering a special gift shows that you get it.
Reach Out Without Selling
Too often, client outreach feels like a sales pitch in disguise. Flip that script. Call to ask about their son’s soccer tournament. Send a quick note wishing them a happy vacation. Reach out when you don’t want anything.
People notice the difference. That’s when you stop being “the jeweler” and start being “their jeweler.”
Create Rituals Around Care
Invite clients in for cleanings before the holidays, or if you know a wedding date, remind them to stop by so the ring looks perfect for the photos. These small touchpoints turn a purchase into an ongoing relationship.
Ask yourself: how often are you impressing your clients when they aren’t standing in front of you?
Our Mission: 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.
About the Author: Megan Crabtree is the Founder & CEO of Crabtree Consulting, 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. For more information, visit https://www.crabtreeadvisory.com/.