PEAK PERFORMANCE
August 2025
The Peak Performance Essentials You're Probably Overlooking
Megan Crabtree
I recently visited three jewelry stores in a local market, just to get a feel for the full customer experience. At one of the most well-known retailers in the area, I strolled through the polished glass doors with my Christian Louboutin shoes on, ready to shop like a regular consumer. Not undercover, not flashy, just curious. Within two minutes, I felt invisible. And not in the “I’m being discreet” kind of way. In the “do these people even want my business!?” kind of way. Out of the six employees that I passed, NOT ONE said hello. No compliment. No warmth. Just silence and a missed opportunity.
That visit (and the two others that followed) revealed to me that many jewelry stores are missing the mark on the basics. I’m talking about the kind of fundamentals that used to be Retail 101.
Every single employee should be trained to greet guests. A smile and a “hi” could pay dividends in making customers feel seen.
Eye Contact Isn’t Enough. Greet Everyone… Always
One of the most jarring parts of my secret shopping experience wasn’t bad pricing or uninspired product, it was the quiet indifference. If I’m a customer, and I walk by six team members who make eye contact but say nothing, that creates an immediate emotional disconnect. The jewelry world is emotional. It’s filled with love stories, celebrations, and milestones. If your team can’t muster a simple “hello” or “welcome in,” how are they supposed to deliver an experience worthy of a lifetime purchase?
Every single employee should be trained to greet guests. A smile and a “hi” could pay dividends in making customers feel seen.
Aiya Designs
14K rose gold pear
center and salt &
pepper rounds
2.26 ctw.
MSRP $4,749
770.664.1818
Ask the Right Questions and Log the Answers
“How did you hear about us?” Seems basic, right? Yet not one associate across three stores asked me that question. That’s a huge, missed opportunity for relationship-building. If someone says, “A friend referred me,” now you know two things: one, your referral network is working, and two, this customer is likely to trust you more. Referral customers tend to convert quicker and spend more.
Log it in your CRM. This is information you can use again and again. And while you’re at it, collect birthdays, anniversaries, email addresses, and even their significant other’s contact info if they’re open to it. Frame it as wanting to help celebrate or surprise them.
If done right, collecting information will make your customer feel like they’re receiving personalized service.
Focus on building relationships with your customers and how you make them feel when they walk through your doors.
Martha Seely Design
Puzzle ring 14K diamonds,
amethyst, citrine,chrome
diopside, sapphire, garnet
MSRP $2,280
617.899.2162
Be the Expert, But Speak Their Language
I sat through three different diamond presentations, and all three had one thing in common: technical jargon with no translation. “It’s a 1 ct F VS2 with great spread.” Great. But what does that mean to the average customer?
Here’s the analogy I wish someone had used: If you’re going on a blind date and all you know is the guy is 225 pounds, that means one thing if he’s 5 feet tall and something very different if he’s 6’2”. It’s all about proportions. The same goes for diamonds. Just because a stone weighs one carat doesn’t mean it looks like a one carat. If it’s cut deep and measures like a 0.75, the customer will feel duped, unless you’ve explained that before they go price shopping online.
Analogies stick. They help customers make sense of complicated concepts and position you as the trusted guide.
Follow-Up, Follow-Up, Follow-Up
Let’s say the customer doesn’t buy today. What now? Do you just hope they come back?
You need a system. Start with the basics: give them your business card. You’d be shocked how many associates fail to do this. If the customer doesn’t have your name, they can’t ask for you. If you don’t have their info, you can’t follow up.
Better yet, offer to send a video of the piece they liked. If you’ve got their cell number, and your POS is plugged into a tool like Podium, you can automate birthday and anniversary messages.
Follow up with purpose to stay top of mind in a personal way.
Many stores spend so much time chasing trends, promotions, and big-ticket inventory, they often forget the simple fundamentals that actually drive performance.
Want to be a top-performing store in your market? Focus on building relationships with your customers and how you make them feel when they walk through your doors.
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