NEW Basic Training Video Series

Videos in this series:

  • Coming In & Setting Up
  • Security
  • Customer Service Basics
  • Selling Jewelry Your First Week
  • Taking-In Repairs
  • Super Clientelling

How do you start your new people? Most jewelers send a brand new person out on the sales floor and tell them to follow everyone and watch what they do.   I’ve created this Basic Training video series to get your new people started out with a BANG.  It will get them selling jewelry the first week!  It comes FREE with your subscription to Jewelry Store Training.  You’ll get 6 videos along with assisted notes so all you need to do is have your new people watch them and they’re off to a great start.

If you’re not currently subscribed to Jewelry Store Training, just click here.  This is a training video series with a new training each week from a seasoned jewelry professional, teaching them everything they need to know about how to be a great jewelry sales professional.  It’s regularly $149 per month but you can get it now for only $99 per month.  There’s no obligation and you can cancel at any time if you feel you don’t want your team to grow any longer.

Stuller Showcase

Here is an amazing tool that is right at your fingertips.  It allows you to have the entire inventory of Stuller available to your customers while they browse your website.  It’s very versatile and customize-able and will really enhance your web presence.

The Preferred Jewelers Warranty

PreferredIndependent jewelers are always looking for features and benefits that can make us stand out high above other stores and the national chains.  I had a chance to visit with Tara Smith, Manager at Jim Kryshak Jewelers in Wausau WI about how they utilize the Preferred Jewelers International warranty program to both close more bridal sales and gain new customers.  This is not an advertisement.  It is merely to inform you of a wonderful option to grow your bridal business.  Jewelry Store Training website.

How to motivate your people, not your cocker spaniel


Pavlov rewarded animals his studies with food.  Studies have been done on dogs, chimps and dolphins and they’ve all responded conveniently to both positive and negative motivation.  We learned this in 5th grade social studies and shame on the people that taught us to take this type of motivation into our jewelry stores.  We forget that our teams are not animals whose primary objective in life is to stay alive.  We have emotions, needs, ideals, values and a conscience.

“How do I get my staff motivated?”  is what I hear so often.  And this question usually comes after many thousands of dollars are wasted by jewelers trying both negative and positive reinforcement.  Yelling at them costs you tons of money.  Unattainable goals have a negative effect and cost you money.  Telling them they have to sell more doesn’t work, you know this because you’ve tried it.  And finally, paying them more isn’t always the answer. You wanted to hear that one didn’t you?

In Susan Fowler’s Book Why Motivating People Doesn’t Work…and What Does, she discusses three primary motivations:

Control – We need to feel control in life.  A baby exhibits this when they don’t want the spoon of baby food you’re offering so she turns her head to take control of what’s going or not going into her mouth.   In the jewelry store, our people need a sense of control.  This comes with involving people in plans, promotions, stock purchases, communication, the repair process.  The more top-down you build your systems, the more they will feel they’re “working for the man”. The more you involve them in the process and allow them some control, the more buy-in you’ll have.


How long will Shelly live in La-La Land?

concerned woman

Her store has been around for 34 years. Dad started it and Shelly started coming in after school to clean and run errands. She learned a lot from dad and has done a fantastic job of carrying on the relationships he started and also starting many of her own. The store has been doing $800,000 in sales pretty consistently and that has been enough to pay herself and her staff of three. But wait! Things seemed to have changed in the past few years.

Shelly’s average ticket has been going down, she’s seeing fewer and fewer of her “good” customers, her inventory is applying for AARP membership, her bridal case looks like it’s from the seventies, the last time she did any staff training was when they watched Zig Ziglar on VHS and she’s no longer seeing young couples buying diamonds. All of the sudden it seems as though doing business the way daddy did doesn’t seem to be cutting it any more. (more…)