IN THE KNOW
October 2025
What Do Jewelry Customers Want You to Know About Them?
Jennifer Shaheen
As a jewelry store owner, there’s one vital question you should be asking yourself when it comes to personalization in marketing. Are you really listening to your customers or just making assumptions? Too often, personalization depends on incomplete or outdated data. But to genuinely connect, we must understand what customers want us to know and what they prefer us not to assume.
The Problem with Assumptions
One of the most common frustrations I see from customers is that they’re being targeted with irrelevant or insensitive messages. According to McKinsey, 76% of consumers become frustrated by a lack of personalization from businesses. In our industry, this can take many forms, from receiving ads for engagement rings after someone has recently gotten married to receiving a Mother’s Day email campaign after the buyer has recently lost their mother.
The Importance of Asking Lots of Questions (at the Right Time)
As jewelry store owners, we often fail to ask enough questions. For instance, are we asking customers what type of correspondence they prefer from us (text, email, or phone call)? Or what they don’t want to receive from us? A shopper may be ok with emails or SMS, but not phone calls, because they’re a busy working professional with young kids who are short on time. Or they prefer to talk to a real person, so they prefer phone call reminders of a jewelry appointment instead of a text or email.
And we’re not asking the right questions at the right moments. This doesn’t have to mean lengthy surveys or complicated data collection. For sales and marketing team members, it can be as simple as including a quick follow-up after a purchase. Asking, “Was this a gift or a personal purchase?” or “Would you like a reminder for this occasion next year?” These answers will offer valuable insights that help shape future interactions in a more meaningful way. These light-touch questions help you better understand the why behind a purchase.
Another opportunity to listen comes in the form of embedded feedback options, such as short polls in thank-you emails or a simple “Was this helpful?” widget on your product pages. These quiet promptscan offer a pulse check on how your content is landing without disrupting the customer experience. Even in educational emails, including a “Would you like to see more content like this?” button helps you tailor your messaging based on interest, not assumption.
Over time, this kind of input allows you to refine both what you say and how you say it. Someone who tells you they prefer yellow gold shouldn’t keep seeing white gold pieces. A customer buying a gift for their partner may appreciate a reminder around the same time next year. By asking small but strategic questions at the right moments, you open the door to smarter, more respectful personalization. And your customers will feel seen in the process.
Keep in Mind What Jewelry Shoppers Don’t Want to See
Instead of just asking, “What should we show our customers?” consider what they don’t want to see. Pushing engagement ring ads to someone who just came in for a repair, or suggesting products that don’t match their style, can feel out of touch or even invasive.
Jewelry is deeply personal, and when messaging feels too generic or is based on incorrect assumptions, it misses the emotional connection customers are seeking. True personalization should reflect care, not guesswork, and with today’s advanced technology in advertising and customer data tracking, there is no longer a reason not to deliver.
A Better Way to Personalize the Jewelry Experience
Great personalization is rooted in respect and curiosity, not assumption. And the most meaningful personalization starts with listening. Think of it as a great first date where the other person actually listens to what you’re saying — and talks to you instead of at you. When you show that you understand their journey, you’ll encourage them to shift from one-time shoppers to lifelong clients that keep coming back.
Berco Jewelry
Sterling silver
pearl and white
topaz snowman
pendant
MSRP $220
800.621.0668
Jennifer Shaheen has spent over twenty-five years mastering the art of digital transformation for retail brands. As founder and President of Technology Therapy Group, she crafts bespoke digital experiences that capture each client’s distinct identity. Her expertise lies in building conversion-focused websites and strategic marketing campaigns that drive measurable results. Recognized as the jewelry industry’s leader in AI education and training, Jennifer helps businesses harness emerging technologies to streamline operations, enhance team capabilities, and create meaningful customer connections. Berco Jewelry
Jennifer Shaheen | 914-949-6092 | technologytherapy.com | https://www.linkedin.com/in/jennifershaheen/
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