ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry Sales
Smith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
When everyone prattles on about how retail is going online, or how brick stores are yesterday’s news, they’re missing some important information that doesn’t always lend itself to bumper stickers or lazy one-liners.
In fact, it might even require the doomsday merchants to a pick up a book every once in a while and read it.
I do that a lot—read books, that is—as a lifelong commitment to over-compensating for poor decision-making in my youth. But that’s another story for another day.
In any case, while the psychology of human connection is rich with evidence about why people meeting people—even strangers—is good for our mental and physical health, something I read in a book last week put an exclamation point on things, and I wanted to share it with you.
The book, written by Ben Rein, a neuroscientist and lecturer at Stanford, is called “Why Brains Need Friends: The Neuroscience of Social Connection,” and the comment seems innocuous enough until it is put it into the context of our business and what we do.
Rein writes, “People in happy, loving relationships have higher oxytocin levels. When they think about their partner, brain areas that express oxytocin receptors light up.”
Think about that for a minute. The science is saying that just thinking about a loved one literally changes the chemical make-up of our brains.
That information may intuitively feel right, but we now have scientific proof that it is true.
Related stories will be right here …
In fact, it might even require the doomsday merchants to a pick up a book every once in a while and read it.
I do that a lot—read books, that is—as a lifelong commitment to over-compensating for poor decision-making in my youth. But that’s another story for another day.
In any case, while the psychology of human connection is rich with evidence about why people meeting people—even strangers—is good for our mental and physical health, something I read in a book last week put an exclamation point on things, and I wanted to share it with you.
The book, written by Ben Rein, a neuroscientist and lecturer at Stanford, is called “Why Brains Need Friends: The Neuroscience of Social Connection,” and the comment seems innocuous enough until it is put it into the context of our business and what we do.
Rein writes, “People in happy, loving relationships have higher oxytocin levels. When they think about their partner, brain areas that express oxytocin receptors light up.”
Think about that for a minute. The science is saying that just thinking about a loved one literally changes the chemical make-up of our brains.
That information may intuitively feel right, but we now have scientific proof that it is true.
So, tell me again how throwing product information and well-meaning platitudes at customers makes sense when we engage them in retail stores?
We so often see salespeople equip themselves with more product knowledge than you can shake a stick at.
Able and ready to wax poetic about crown angles, refractive index, and culets, telling customers where a piece was made, and what the alloy composition is.
Product information is nice to have, but it should be viewed like alcohol and ice cream—best consumed in small doses and with extreme caution (Sauvignon Blanc and mint chocolate chip, if you must know).
If you want to fundamentally change the nature of a conversation and ensure your customer’s brain chemistry works for them and with you, ask them to tell you about their loved one.
Ask him how they met. Ask her what she loves most about her partner.
Our brains were evolutionarily wired to respond to engagement and storytelling. It’s literally how we survived.
“Hey Thog (an AI-verified classic caveman name), have you noticed the mastodons hanging around the river lately?”
“I have not, Drokk, (AI-verified, again) thanks for the heads up!”
Now imagine if Thog and Drokk had decided instead to chat about alluvial diamond deposits or the nature (pun intended) of lab-grown diamonds. “Hey Drokk, what’s a lab?”
Exactly. Mastodon eats Drokk and Thog, while the former is preaching about stuff nobody cares about, and there’s no you today.
Ask your customer about things that matter to them. There’s nothing that matters more to a customer than the person they love.
Just thinking about them ignites a rush of oxytocin, the feel good chemical, in our brains.
For now, I’ve got to take myself off to Starbucks for a peppermint mocha latte, no whipped cream, for my love, lest she wakes up and goes all mastodon on me for slacking.
Happy retailing!
Editors' Picks
Sponsored by
More on Columnists
The Latest
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
