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Sales Strategy

Don’t Forget The Magic! |  December 23, 2015 (0 comments)


Carlsbad, CA—It’s easy to take jewelry for granted when you work in a jewelry store or around gems and jewelry every day. We take the goods out every morning and put them away every evening. Even though—or maybe because—we've just come through our most hectic and busy season, we sometimes forget that people walk into a jewelry store to see beautiful pieces for those they love for special occasions in life. As a jewelry salesperson, it’s important to leave our personal issues at home and be “up” every day when we walk in the store. Customers are looking to us for advice and knowledge about the precious pieces we sell. So it is vital that we give them a magical experience, one they will remember for years to come. Salespeople must sell themselves before they can sell jewelry. They need to be well-groomed, creative, open-minded, and focused on what they are doing. They need to give individual attention to their customers and exude friendliness, sincerity, and confidence to each person they meet in the store. So think long and hard about how you look and feel when you come to work and get behind that critical 18 inches of countertop. Your customers will feel the difference and you will see the difference in your sales. Most of all, don’t forget the magic!  

Bill Boyajian of Bill Boyajian and Associates, Inc. is the author of Developing the Mind of A Leader, and consults for top firms in the gem and jewelry industry. Read his blog here or contact him at (310) 691-9562, email:, or log onto

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