Sales Strategy

Jimmy DeGroot: If It’s Not in Stock, It Won’t Sell November 19, 2025 (0 comments)

Appleton, WI--Remember when a handful of your best customers would walk in your store on December 21st and buy that gorgeous piece for $20k or more? Hopefully this isn’t so much a memory as it is a current reality. 

Many stores have chosen to stick within a comfort zone of selling the fast sellers only and not having those gorgeous “wow” pieces in the store. The holidays are prime time for selling these pieces, especially when you consider that the typical buyer of such jewelry tends to be those who have “made it” and are adding to their collection of fine jewelry.

It can be tempting to “play it safe” with jewelry in the typical store’s comfort zone and many of those jewelers often tell me that they just don’t get those big pops at Christmas like they used to.  Then we look at their inventory and find that there are no big wow pieces in stock or even on memo.  Insert the title of this article here.

Call one or two of your best suppliers and ask if they can send you some “wowser”  pieces until January 1. Get those items in front of your team and really talk them up.  Display them prominently in your cases and encourage everyone on staff to get these pieces ON your customers. If you need to, have someone on the team model them.  

After all, our customers want to truly delight the loved ones in their lives and they’ve come to YOU to be delighted.  Show and sell them something they can really get jazzed about and create great moments for your team and your customers.

James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Having been in management and the jewelry business for over 20 years, Jimmy offers weekly training to jewelers nationwide via the Train Retail website. Jimmy and his partner Kyle Bullock help jewelry stores grow their profits and their people to fulfill their greater purpose! We do it through one-on-one business coaching, sales training, and leadership development. Contact Jimmy at jimmy@trainretail.com or call 920-492-1191.