Sales Strategy
Jimmy DeGroot: Three Simple Moves to Supercharge Holiday Sales | November 04, 2025 (0 comments)
Appleton, WI--This time of year, energy runs high in jewelry stores — and so should your focus. As I shared with our training subscribers, success in the holiday rush doesn’t come from reinventing the wheel. It comes from mastering the fundamentals. Here are the three simple things that can dramatically lift your sales and create a better customer experience this season.
- Get it on them — fast.
The moment a guest asks to see a piece, hand it directly to them. Don’t leave it sitting in a tray; help them try it on. Jewelry sells best when it’s experienced, not observed. When you get that bracelet on a wrist or those earrings in their ears, the emotional connection happens instantly. And if a man is shopping for someone else, enlist a teammate to model the piece. The key is engagement — not explanation.
- Show gold with confidence.
Gold prices are up, but don’t let that spook you. Consumers buy $50,000 cars every day without blinking. They understand that prices change — what matters is how you present value. Gold is beautiful, timeless, and still within reach for the right buyer. Present it proudly and let your confidence set the tone for their comfort.
- Plan your add-on item.
Don’t wait until checkout to think of a second sale. Know ahead of time what complements what — earrings for a pendant, a bracelet for a ring. Suggest it naturally: “These go beautifully together — should I wrap them as a set?” When you plan the add-on, you remove the awkwardness and make it feel like service instead of salesmanship.
Focus on these three moves, and your team won’t just meet December’s goals — they’ll crush them.
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.