CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
IndependentsDec 04, 2018
Squirrel Spotting: Don’t Say ‘No’ to Your Customers
Say these things instead, suggests National Jeweler guest columnist Sherry Smith.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She can be contacted at sherry@edgeretailacademy.com.
When I ran my jewelry stores, it would frustrate me to hear salespeople ever say “no” to our customers. The word sounds dismissive, it is frequently a poor substitute for creative thinking and it almost always is disappointing to our customers.
To focus our efforts on what we could do for our customers, we banned the word no from our sales floor. We challenged our team to find the “yes,” or an alternative solution, when responding to our customers’ questions.
Here are a few examples of where you could insert a yes, or at least suggest an alternative, instead of just saying no.
When a Customer Asks If You Carry a Particular Brand (when you don’t)
• Respond by asking open-ended questions such as: What is your favorite thing about that brand? Or: Is there a specific piece that you were looking for?
• You might discover that it isn’t the brand the customer is set on, but a certain look or style. This will give you an opportunity to pull out similar items and turn it into a sale.
When a Customer Asks If Can You Repair This Piece of Jewelry (and you cannot because it is a fragile or worn item or a piece of costume jewelry)
• Tell the customer what you can do for them.
• Show them a similar item and point out its qualities, telling them that it is occasionally better to buy a replacement piece than to undertake the costs (and risks) of trying to repair certain pieces.
When a Customer Asks for a Discount (and you don’t discount)
• Respond by emphasizing what they get when they purchase from you, such as your warranty or appraisal for significant purchases, or perhaps it is a free ring sizing, complimentary engraving or a gift bag filled with small gifts.
• Another potential response would be to show your customers your clearance (aged/non-performing) jewelry for which you might be able to offer a discount.
When a Customer Asks to Speak to the Owner
• Answer “of course,” then start with the customer and attempt to gather pertinent information.
• Oftentimes, the salesperson will be able to take care of all the customer’s needs.
• When wrapping up the transaction, bring the owner in to say a quick hello and acknowledge that the customer’s initial request was heard.
When a Customer Asks for Services You Don’t Provide
• Act as a concierge by presenting
Editors' Picks
Sponsored by
your customers with referrals. Always have in your arsenal people and places you would confidently refer your customers to.
• Be sure to have all their contact information readily accessible. Offer to call your contact to let them know you’re sending over your good customer in need of their services.
Saying “no” is a state of mind. In most cases, there are better options that will more readily engage your customer.
Have a little fun by challenging yourself and your team to eliminate saying no. Your customers will thank you for it.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She is also a business advisor to select independent jewelry stores. Smith was a principle partner in her own retail jewelry stores for 20 years. She can be contacted at sherry@edgeretailacademy.com.
• Be sure to have all their contact information readily accessible. Offer to call your contact to let them know you’re sending over your good customer in need of their services.
Saying “no” is a state of mind. In most cases, there are better options that will more readily engage your customer.
Have a little fun by challenging yourself and your team to eliminate saying no. Your customers will thank you for it.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She is also a business advisor to select independent jewelry stores. Smith was a principle partner in her own retail jewelry stores for 20 years. She can be contacted at sherry@edgeretailacademy.com.
More on Independents
The Latest
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Weekly QuizSep 24, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
