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GREAT EXPECTATIONS

October 2026

How to Clientele Before the November Blackout

Megan Crabtree

When the doors open on Black Friday, the showroom floor can become chaotic. Foot traffic spikes, phones ring incessantly, and sales associates find themselves sprinting from showcase to showcase just to keep pace with the seasonal rush. But here is the reality of the holiday season: if your team is waiting for the December walk-in crowd to hit their Q4 sales goals, they are leaving their biggest commission checks on the table.

Instead of betting your Q4 success on the unpredictable cost of attracting new foot traffic, look at the assets you’ve already paid for. Your point-of-sale system is sitting on unrealized revenue from clients who already trust you. Your team should be tapping into your database during the quieter autumn weeks of October and early November, activating existing relationships before consumers are bombarded with corporate advertising.

Here’s how to build a holiday pipeline using your top ten clients.

Berco Jewelry
Sterling with black
onyx celestial
charm necklace
MSRP $640
bercojewelry.com
800.621.0668

Pull the Data

Task every associate with pulling a report of their top five high-value clients from the past 12 months. While the overall dollar amount spent is your starting point to identify these top clients, don’t stop there.

Once you have your top five, analyze what they bought. Think about their jewelry wardrobe as a whole: Do they have matching suites? Are they missing the basic pieces they need to wear every day? For example, if your client purchased a major statement piece like a large diamond and sapphire cocktail ring, but has never bought daily staples like diamond studs, they have a gap in their collection. Handpick a specific pair of studs or another foundational piece from your current inventory that complements what they already own. Then, shoot a quick, personalized video showing the piece and text or email it to your client.

Audit last year’s holiday buyers. Is there a matching bracelet for the pendant they bought? A stackable band that would go perfectly with their anniversary ring? Your database holds the blueprint for their next purchase; you just have to look for it.

When you celebrate with your client rather than just pushing products, you create a real relationship that competitors can’t breach.

Rio Grande
Sterling Celtic weave cuff bracelet
MSRP $298
riogrande.com
800.545.6566

Piyaro
Silver bracelet with 0.54CTW diamonds & 14K accent
MSRP $5,747
piyaro.com
770.664.1818

Royal Chain
Silver & 18K Lucida
large oval link necklace
MSRP $1,480
royalchain.com
212.382.3340

Personalized Outreach

Allocate a portion of your Q4 marketing budget to frontline associates for client gifting. These should not be generic. Skip the standard go-tos. No generic fruit arrangements. No mysteriously heavy dessert towers. And absolutely no baskets of assorted nuts that just scream, “We forgot your birthday and found this in the breakroom.” They should be personalized. Think about your client’s actual tastes, hobbies, or a funny conversation you shared, and use this budget to buy something that shows you actually know them as a human being. Review the customer notes in your CRM. What are their kids’ names? Do they have a beloved family pet? What major life milestones did they celebrate this year?

Associates should use these details to create thoughtful handwritten holiday cards. Pair that card with a custom holiday ornament or small curated gift and ensure it is physically delivered to their home or office before December 10th.

By landing on their doorstep early, you guarantee your business is top of mind as they begin planning their holiday shopping.

Martha Seely Designs
Hand painted enamel 14K plated sterling cuff 0.57CTW white diamonds
MSRP $1,850
marthaseely.com
617.899.2162

Anzie
Rhodium plated sterling with white sapphire
MSRP $575
anzie.com
888.341.2604

Culturally Conscious Execution

Exceptional clienteling requires empathy and cultural awareness. Associates must be highly cognizant of their clients’ religious and cultural traditions. If the CRM notes don’t explicitly confirm that a family celebrates Christmas, never default to a generic “Merry Christmas.” Keep the message inclusive by wishing them a joyful holiday season or a happy new year. True luxury is found in the respect you show for a client’s individual story.

This year don’t rely on unpredictable holiday foot traffic. When you celebrate with your client rather than just pushing products, you create a real relationship that competitors can’t breach. The revenue you need to hit your holiday goals is already sitting in your computer. Go claim it before the November rush begins.

Alwand Vahan
14K gold & sterling diamond bracelet
MSRP $2,450
vahanjewelry.com
914.937.1800

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