For Jewelry Stores: 6 Ways To Create a Standout Customer Experience

Jewelry customers are looking for more than just a good deal — they’re looking for a great buying experience.

Because jewelry tends to carry a heavy price tag, customers want to make sure they choose  the right stone, cut, and style for themselves. 

By allowing shoppers to explain what they need and educating them on what you have to offer, you can give them confidence in their choices and ensure they’re satisfied with their purchase. This kind of standout customer experience creates loyal customers that come back the next time they’re looking to buy jewelry.

Creating a luxurious environment and giving expert, personalized service elevates your customers’ experience and helps establish a reputation of quality for your business. In this blog, we’ll discuss six strategies for designing a standout customer experience for each buyer who walks into your jewelry store.

Let’s dive in.

1. Train Staff To Deliver Exceptional Customer Service

The customer service that you and the members of your staff deliver is vital to building credibility for your jewelry store. Great customer service creates a positive impression for customers — but the opposite is also true. A subpar experience may prevent a customer from coming back. This is why it’s important to take the time to hone your skills and those of your employees.

Train staff members to be knowledgeable and friendly. Encourage them to help each customer find a piece of jewelry they love rather than making the same generic suggestions to everyone. Customers appreciate personalized guidance tailored to their preferences. Remind your team to actively listen to a buyer’s needs — including the occasion, their preferred jewelry style, and their budget — before making a recommendation.

These practices help you and your employees build trust with customers, making them more likely to purchase something. You can strengthen this trust by going the extra mile — for example, by offering to clean a customer’s jewelry while they browse or as you discuss their needs. Customers also appreciate it when you carve out time for them during busy periods, especially in a seasonal rush.

As you and your employees pay attention to each customer and do your best to find what they’re looking for, you can increase customer loyalty and create a community of recurring buyers.

2. Schedule Personalized Consultations

Some customers are happy to browse your jewelry store, ask a couple of questions, and make a purchase. Others want more guidance and ask several questions first. To serve these customers, you can open up dedicated appointments for one-on-one jewelry consultations. 

Advertise these appointments through in-store signage and on your website, and make it easy to sign up. On top of in-person consultations, you can offer to speak with customers over video or by phone. 

During these consultations, highlight the standout qualities of various jewelry pieces and explain why they’re a good fit for the customer’s needs. Some customers may even want multiple appointments to think through a purchase — like someone who’s in the market for an engagement ring. If so, take notes on their thoughts and follow up with them about the pieces they’re interested in.

Related Read: Jewelry Customer Lifetime Value 101: The What, Why, and How

3. Educate Customers on Jewelry Care and Maintenance

Many customers don’t know how to properly take care of their jewelry, so be sure to inform them about how to regularly maintain the pieces you sell. For example, you can give out paper brochures or digital resources that explain how to clean and store jewelry properly. By doing so, you help customers keep their jewelry in great condition, which improves their experience.

You can also host events designed to educate customers on how to care for their jewelry. In addition to providing relevant information, these events are a great way to get people in your store — so they can browse the jewelry pieces you have available, too. Supplying customers with personalized advice and education gives you an edge compared to online-only retailers who don’t offer these extra services.

4. Offer Expert Jewelry Repair Services

Offering jewelry repair is another way to improve the customer experience — and eliminate the need for them to go to a different business for these services. By performing high-quality repair work on both pieces you sold and those you didn’t, you not only extend the life of these items for your customers, but you also increase their lifetime value to your brand.

Here’s a list of some of the most common jewelry repairs:

• Cleaning and restoration
• Clasp, prong, or claw repair
• Chain repair
• Ring resizing
• Stone replacement
• Earring repair

Customers who invest in valuable jewelry are often willing to pay for repairs when needed. While jewelry repair requires a precise process, try to complete work orders in a timely manner so you can get these items back to their owners as soon as possible.

A jewelry-specific point of sale (POS) system helps you track repairs, technicians, and progress, ensuring you never lose track of a repair job. It also facilitates communication with customers. You can update them on the progress you made, and let them know when their jewelry is ready for pickup. Customers appreciate being kept in the loop throughout the process.

Related Read: Comparing Jewelry Store POS Systems for Jewelry Retailers: 6 Providers

5. Customize and Engrave Jewelry for a Personal Touch

Customizing designs and offering engraving services makes a piece of jewelry more special for your customers. Many are prepared to invest more money for customized jewelry, too. The personalization of these services ultimately contributes to a positive customer experience.

You can set up individual consultations between customers and jewelry designers. In these meetings, they work together to create one-of-a-kind jewelry pieces. You can even offer to engrave standard pieces of jewelry with names, dates, and other messages to add sentimental value.

Related Read: Custom Jewelry Order Management: 7 Pro Tips

6. Design a Luxurious, Inviting Jewelry Store Atmosphere

The look and feel of your space is an important part of a customer’s experience. At a jewelry store, you want to communicate high-quality, luxury, and simplicity, and there are easy ways to elevate your store’s atmosphere.

Invest in professional lighting and product displays to showcase your jewelry. Try adding comfortable seating areas for customers to use while considering their purchases. Make sure your sales floor is clean and clutter-free so customers can easily move around the space. You can also play calming music to contribute to your jewelry store’s ambience.

When you pay attention to these small details, you create the kind of shopping environment customers want to come back to again and again.

Related Read: 10 Visual Merchandising Tips To Increase Jewelry Retail Sales

Create a Standout Customer Experience With Jewel360

Focusing on creating a standout customer experience helps you expand your audience and build their loyalty. If you listen to your customers, offer personalized service, customize pieces, and create a visually appealing store design, you can make each shopper’s journey more memorable.

A jewelry-specific POS system helps you with these tasks by allowing you to track repair and custom work, schedule individual consultations, set up events, and create a seamless customer checkout experience.

Jewel360 is an all-in-one POS system designed just for jewelry stores. With both general and jewelry-specific features, you can create an elevated customer experience, as well as manage other tasks like inventory management and e-commerce.

To learn more about POS systems, read our Jewelry POS Buyers’ Guide at the link below!