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BUILD RELATIONSHIPS
“We realize it is almost impossible to offer the same level of high service with every client. But it is what we must strive for, one customer at a time. Take the time to get to know them. Assist in the decisions necessary to help the client. It may mean helping to create the perfect engagement, from the restaurant reservation to what to wear. We are fortunate to have the opportunity to help make happy lifetime memories for our clients. When one is trusted enough to be asked to help in that way, one can count on his or her future.”
— Scot Congress, Congress Jewelers, Bonita Springs, Florida, September 2006

“Valued relationships are not only about bonds between retailers and their customers—they’re about the jeweler’s interaction with others. Relationships with vendors, employees, service providers, and the community are equally crucial. A balanced approach will result in a better-managed business. The ease in operating your company will be enhanced by the responsiveness of vendor representatives. The relationships with consumers must be nurtured daily. This relationship to a broad age, ethnic, and economic customer will determine your reputation in the community, and these repeat customers will be your most successful advertisement because they will be your biggest advocates.”
— Richard D. Eiseman, Jr., Eiseman Jewels, Dallas, Texas, November 2006

“The platinum rewards network was developed as a way to enhance, reward, and add value to our customer relationships. The model ties together best practices of acquiring customer specific data regarding touch points and events such as birthdays and anniversaries. A client receives baseline credit for each purchase, but he may also receive additional value based upon factors such as total spend, frequency, vendor, event, or other variables. Customers can redeem the capital that they have earned through their behavior (loyalty) exclusively with the jeweler. Customers who participate buy more often and spend more.”
— Michael Pollak, Hyde Park Jewelers, Denver, Colorado, January 2005

“Our professionals take their jobs seriously and they want to help and build relationships with customers. The customer is always the main focus, and we do it without commissions. Motivation for our staff and keeping our customers coming in is driven by our frequent direct mail catalogs and postcards as well as our well-positioned advertising for specific products and trunk shows. It’s not just words, it’s action—knowing the customers and jumping how high! It’s getting involved in the communities. Our local charity events in 2003 raised over $100,000.”
— John Green, Lux Bond & Green, Connecticut and Massachusetts, July 2004

CELEBRATE YOUR COMMUNITY
“We hear a lot about courting one’s clients. Direct mail is important, but we also host interesting get-togethers. Once a month, we have a special girls’ night out event, with 10 to 14 of our female client-friends. We take them to a country club. The motive is to bring people together for an enjoyable evening but, inevitably, the topic of jewelry is brought up and we are always prepared to respond. We also host a men’s shopping night, where we encourage them to plan ahead.”