8 Jewelry Selling Tips to Get You Through the Holidays

Jewelry Selling Tips Blog Header

Selling isn’t always a walk in the park. Sure, if you’re a veteran, there’s little to fear when it comes to the art of negotiation. And that’s because practice makes perfect. But newcomers can surely benefit from a few jewelry selling tips for the Holiday season. So whether you’ve been in the business for 30 years or 30 days, it’s always beneficial to be reminded of what works best in the business.

Jewelry Selling Tips Holiday engagements

Here are just a few jewelry selling tips we’ve learned over the years:

1. Be Approachable

Sales is thrilling because we’re granted the opportunity to help customers create special memories with their loved ones. And it all begins with a warm smile! Greet everyone who enters your store kindly, it helps break the ice.

2. Don’t judge a book by its cover

We all know the saying. You should never assume or judge your visitors. Instead, get to know them, their interests, who they are trying to surprise, and guide them in finding that special piece.

3. Get to know your customer

Ask questions! Find out what your customer is looking for. Is it a self-purchase, graduation, birthday, Christmas gift, or an engagement? Once you know, start with your favorite pieces within that theme. The pieces we adore sell the easiest because we’re able to express our excitement about the piece and explain why it should be purchased.

4. Know your product

There’s nothing more disappointing than a salesperson that doesn’t know their product. Know what’s in your case, what vendor it’s coming from, and if they can make it in different qualities, different sizes, or set other stones. Sell with a story.

5. Be confident and honest

Confidence and honesty go a long way. If you are not confident, the customer will be able to tell. When you know your product and understand what it is worth, then you can be confident in what you are selling.

6. Be aware of body language

Body language says it all. Are the customers interested in what you are saying? Are they looking at you or looking away? Are they smiling? Do they have their arms crossed? In what direction are their feet pointing? If it’s at the door, more than likely they want to leave and aren’t interested in what you have to say. Make sure you read these signals and you’re relaying the right responses.

7. Make ‘em laugh 

Making customers laugh will make them feel more comfortable with you. It will boost the chances of you closing the sale, too. *Disclaimer* If your jokes aren’t very funny, skip this step!

8. Finally, close the sale.

You’ve gotten this far, now don’t forget to close the sale—it’s the whole point of selling! Make your customer imagine the moment they gift that special person. Give them ideas on how to surprise their loved one, too. If they say no, ask why. Depending on their answer, you might be able to help them in another way.

Don’t forget to set the scene in your store, too! Here are six tips to trigger the senses this Holiday.

Jewelry selling tips holiday trigger senses

We would love to hear your jewelry selling tips, stories of how you upsold something, or maybe the first time you were on the sales floor. We all start somewhere, and we learn through experiencing the joy of selling. Happy selling to all; we hope to hear from you!

Editor’s Note: This post was originally published on November 30, 2015 and has since been completely revamped for accuracy.

What Happened At JCK Las Vegas…

Wow! It’s been a long week, and we are back at Stuller headquarters in Lafayette, LA (still trying to recover from our Vegas time zone hangover). We’ve made it through JCK yet another year, and we had a blast meeting all of you JCK goers. This year was different for us, since we were all under one, enormous 2,800 square foot booth. Believe it or not, many customers don’t realize all that Stuller has to offer. Having everyone in the same space meant our customers could see and learn about any opportunities they might be missing.

The gates opened on Friday, June 3rd and eager customers flooded the aisles browsing the latest trends and equipment. That afternoon, Matt Stuller welcomed all friends to the new, ONE Stuller booth with a short thank you and a sweet glass of champagne.


In our bridal section, we had tons of new and exciting solutions. From our Ever&Ever™ expansions, to east-to-west engagement rings, to stackable bands, to our latest wedding band kit, we brought something for everyone.

In our fine jewelry cases, we featured beaded jewelry, which garnered a very positive response, as well as, nature inspired and geometric inspired collections.

jck201644In the diamonds and gemstones area, lab-grown diamonds were one of the highlights. These are considered real diamonds, not simulants. They are optically, visually, and chemically identical to natural diamonds.

We also featured a new addition to our Black Box Gemstones® program – rubellite tourmaline. The ruby red colored stone comes in several different large sizes and has excellent quality and clarity.

When it comes to findings, the hot topic was front/back earring components. With these earrings, jewelers can use a standard ball back that fits onto an earring, or use an over-under back, where the earring will fit through the back with an element that comes around under to sit under the ear.

jck20161In our tools section, we featured a Swiss Jewelers Bench that is completely customizable. Jewelers can choose their top, bottom, drawers, and even dust collection units.

The RinGenie™ vices have a flat, low profile with various different turntables. Everything in this new line is interchangeable, making the possibilities limitless in what you can do with this tool.

We also presented a brand new line of Beco watch tools, which featured toggle and winding presses, watch case openers, class and link removal tools, and much more.

In our packaging & display area, we relaunched Case by Case, a customizable display program. Customers pick the type of fabric and color that they’d like and custom displays arrive six weeks later.

jck20165When it comes to technology, we have a solution for any jeweler regardless of skill level – 3C Flexible StylesRhinoGold®, Matrix™ and CounterSketch®.

We hope to see you again next year. You guys make JCK Las Vegas a great show for us. Thanks to all who took the time to stop by our booth.


Did you attend JCK? What was your favorite product? Tell us in the comments section below.

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And That’s A Wrap!

Our very first Bridge event of the year ended yesterday with attendance at an all time high. Approximately 100 jewelry professionals from across the country walked the halls over the past two days. But it’s not about quantity, but about quality. The jewelers we continue to meet at these events are some of the most amazing folks we’ve ever had the honor of calling our friends. We hope they leave Bridge inspired to make positive changes in their businesses.

We offered a variety of classes from bridal, customization, and social media to SEO, web tools, diamonds & gemstones, and visual merchandising. With each passing year, we refine these sessions to ensure we’re providing the most we can to our guests. Here are five takeaways we felt were pretty prevalent at this event:


  1. Know your business and customer needs.

When it comes to implementing customization, you need to understand your business and customer needs. If you’re planning on getting CAD software, know the different options that are available to you and evaluate which makes sense for your store. Make a list of pro’s and con’s to help you work through each solution.

  1. Trends are powerful.

Trends affect business whether we choose to acknowledge them or not. Make sure you’re aware of what’s going on in the industry. What styles are celebrities wearing? What’s being displayed at trade shows and on the runways? Leverage existing inventory using trends.

  1. bridgeVisual merchandising is more than just visual.

Visual merchandising is speaking to customers without using words. Analyze your store and review the message you’re conveying. The way you display your merchandise is a silent sales tool, and if displayed right, it can be very powerful. Make sure you have the correct lighting, displays, tagging, signage, product groupings and collections that are easy to understand.

  1. Consistency is key.

If you want to rank well on Google local searches, consistency in your business’ location information is extremely important. Make sure your location information is consistent across all web platforms your store appears on (e.g. Your Website, Local and Industry Directories, Internet Yellow Pages, etc.). Your name, address, and phone number (NAP) should all be formatted exactly the same. For example st vs. street or ste vs. suite, make sure you stick to only one of these. Having too many variations of contact information can negatively impact your Google ranking.

  1. Use social media to your advantage.

Social media like Facebook, Instagram and Pinterest can help boost your sales, and keep customers aware of your brand. Although Facebook is still the most widely used, Millennials like to follow businesses on Instagram, making it one of the fastest growing social mediums. People also look through Pinterest boards for inspiration. Make sure you have a presence in these mediums. Don’t let those customers go to another site, show them that you have adapted to times.


These are only a few of the many takeaways from Bridge, but if you’d like to learn more, come down to Cajun country. There are still four more Bridges left this year. Remember that Stuller pays for your hotel and meals, all you have to do is find a way to get here, and we’ll take care of you. To register for Bridge, click here.

Have you attended a Bridge event? What other takeaways do you have? Tell us in the comments section below.




Feature Friday – Mark Loren

MarkLorenphotoChicago native Mark Loren is not a jeweler, but an artist of one-of-a-kind pieces. His passion for the jewelry industry began back in high school, when he started making jewelry as a hobby. He enjoyed this art so much that he decided to attend Gem City College in Quincy, IL. At Gem City College, his knowledge for jewelry design, repair, engraving, and setting deepened. He then started watchmaking for Bulova. Afterwards, he was offered and accepted an apprenticeship with Frederick Prete Goldsmiths in Chicago. He worked at different Chicago retail jewelry stores until he moved to sunny Fort Myers, Florida in 1982, where he worked for Fey Jewelers. In 1984, Mark opened his own trade shop and began his custom jewelry design gallery in 1985.
Today Mark Loren Designs has a staff of thirteen. Mark has won numerous Spectrum, Platinum and Pearl awards. For years, Mark has created pieces that you will not see anywhere else. People usually bring him antiques, and he figures out what he can do with them to create a more eye catching piece. What he loves about the jewelry industry is the handcrafted nature of it, that he can draw something and turn it into a reality. Each design is unique and each one says “I love you” in a special way.
Mark is also a big philanthropist in his community. On occasion, he donates his designs to different charities, like the PACE girls, the Grande Dame, Love That Dress, Alzheimer Awareness and many more.
Mark’s work was published in “Masters: Gemstone’s – Major Works by Leading Jewelers” by Lark Books.

Here is some of Mark’s work:

pearl earrings


These cool 14k yellow gold and sterling silver earrings were fabricated for an amazing Habitat for Humanity event in the Fort Myers area. Mark started with an outrageous pair of super iridescent Fireball pearls and added a new type of Stuller finding that is meant to be used differently for pearls. He countersank it into the pearl so the end wire of the earring would slip into the pearl. The pearls pop off so the wires can be threaded through the ears and then the pearls are popped back on. The top pieces are oxidized sterling silver set with diamonds and orange sapphires – a cool balance on the earrings.




This unusual crystal was chosen from his Gem Bar by one client. The customer wanted something different and artistic without looking too heavy. Mark hand fabricated this design adding some extra baguette emeralds and slight diamond accents. The beautiful crystal is composed of hexagonal small crystals. It’s a heavy piece.






Mark created these fishing lure earrings from real “Deceiver” lures. He cut off the barbs and laser welded the gold settings with trillion-shaped Amethyst. He added carved Pyrite skull beads to the top with the gold ear wires going through the beads into the head of the lure. They’re a bit creepy, but fun.






Mark found these amazing polyhedral agate slices from old, 1970’s stock in Tucson. They are the natural shape! He drilled through the edges of the agate with diamond drills and welded posts to the Stuller settings. He then added a touch of epoxy and put the wires reversed.




Are you a Stuller customer and would like to be a Feature Friday story? Send us an e-mail at content@stuller.com.


This past weekend, we welcomed more than 200 jewelers from around the country to our annual Bench Jeweler Workshop here at our global headquarters.

IMG_0551The event started off with a bang on Friday, April 1st as customers were able to tour our 600,000 square foot manufacturing facility. Our inaugural Battle of the Benches competition also started on Friday with the CAD and Render Challenge. A video to inspired creativity was shown prior to the start. Then the four selected contestants: David Adamson, Patrick Dobbs, Craig Farley and Jonathan Smiddy worked in Rhino Gold and Matrix to create the below CAD files. The bench jewelers had four hours to finish their designs. David Adamson of David Adamson Designer Jewelry took home the medal as the winner of this challenge. All of the contestants designed intricate, cocktail rings to take at least one large blue center stone, and smaller side stones.

In addition to the competition, several class were being conducted, as well as, multiple hands-on demonstrations on the main event floor.


David Adamson


Patrick Dobbs


Craig Farley


Jonathan Smiddy

The second day continued to be full of different activities and excitement. Action started early with the different, interactive floor demos such as stone setting, plating, mold cutting, and laser work. Attendees also had the choice of attending different educational sessions like Diamond Grading 101, Basic Casting, Assembling Techniques, Increasing Profits With Repair, and many more.

Parts and pieces were the focus of the Battle of the Benches contestants on day 2. In this leg of the competition, they were given a box with an assortment of metals, findings, and gemstones. The task was to build a piece of jewelry using these items. Needless to say, all of the pieces were amazing. David, Craig, and Jonathan opted to create pendants (pictured below). While Patrick went with an intricate and exquisite ring with hand engraving on the sides. Day 2 dinner was held at a local venue, River Oaks, where the winner of the day’s challenge was announced. And David Adamson, who created a cage pendant, took home his second medal.

In an interview, David said, “When I opened the box, I’m not sure why, but it reminded me of a circus, full of colors and lights, and that’s what inspired me to create the pendant.”


David Adamson’s piece


Patrick Dobbs’ piece


Craig Farley’s piece


Jonathan Smiddy’s piece

On the third and final day of the event, attendees came to take any additional classes they might have missed the day before, walk the demo floor, and meet with our technical folks. The final challenge of Battle of the Benches also continued. This time, the task was to prep, polish, assemble, and set the now casted CAD design from Friday’s competition. The winner of this event was Jonathan Smiddy of Acori Diamonds and Design, with an amazing three stone cocktail ring featuring a blue center and pink accents.


From L-R: Jonathan Smiddy’s ring, David Adamson’s ring, Craig Farley’s ring & Patrick Dobbs’ ring

Last but certainly not least, the overall winner of the Battle of the Benches was selected by a panel of judges composed of Robert Martinez from Teel’s Jewelry, Kevin Kelly from Kevin Kelly Jewelers, Claude Dickinson from Dickison Jewelers and Stuller’s Finding’s Product Manager Adrienne Keleher. The judges added up the scores from all three competitions and David Adamson came out on top once again taking the top honor of overall winner. What a weekend!

See some of our favorite Workshop moments below:

BJW4 BJW5 bjw8


Matt Stuller and the Battle of the Benches contestants

Did you attend Bench Jeweler Workshop this year? What were your favorite events? Tell us in the comment section below. For more on Bench Jeweler Workshop 2016, and live videos of the event, visit Benchjeweler.com/videos.


National Battery Day

batteryEver thought about life without batteries? Yea, me neither.

But now that I think about it, life would be very different without them. Just think about all of the things around you that use batteries – cars, smart phones (can’t live without those too right!?), tablets, music players, computers, fire alarms, wrist watches, toys, flash lights, and that’s just a drop in the bucket.

batteriesTechnology has come a long way, and it’s shaping the way everyone, not just the jewelry industry, does business. And in the battery world, lithium batteries are the hot topic – expanding into our market creating new profitable opportunities.

Lithium batteries stand apart from others like alkaline or zinc-carbon in their high charge density (fancy for longer life) and high cost per battery. In fact, depending on the design and chemical compounds used, lithium cells can produce voltages from 1.5V (comparable to the other batteries mentioned above) to about 3.7V.

So back to new profit opportunities. One way jewelers have started to capitalize on the lithium battery revolution is through car clickers. Dealerships charge upwards of $200 to replace these, so there’s definitely room for jewelers to offer their services in addition to watch battery replacement. And that’s just one example.

Just in case you need, here’s a handy cross-reference battery chart you can use on Stuller.com.

And for some fun #NationalBatteryDay reading, here are some energized battery facts. Did you know:  

  • The #1 battery Stuller sells is 377/376
  • Stuller ships about 15 million watch batteries every year
  • 2015’s top battery customer purchased 199,000 batteries in a single order!
  • Stuller started carrying a battery selection in 1997
  • Energizer® was the first battery brand we offered
  • Stuller offers approximately 40 different types lithium watch batteries and 6 different types of standard lithium batteries.
  • It takes about 3 to 5 minutes to change a battery
  • Ben Franklin first coined the term “battery” in 1748 to describe an array of charged glass plates

Do you have thoughts on lithium batteries? Are they making you more profit in some way? Tell us how, in the comments section below.

Let’s Talk About Love

Romance, joy, passion, affection, and friendship – on Valentine’s Day, your customers celebrate all these facets of love and more. Can you possibly carry gifts to meet each in every wish? You don’t have to.

This lookbook offers jewelry and bridal styles that capture whatever facet of love lies closest to your customer’s heart. From in-the-moment trends and stunning bestsellers to engagement rings and anniversary bands, you’ll find them here.

For even more choices, visit Stuller.com/ValentinesDay


Valentine's jewelry

Pantone® 2016 Colors of the Year

With all the chaos going on in the world nowadays, it’s no wonder why, for the first time ever, color authority Pantone® chose two colors to represent 2016, Rose Quartz and Serenity.

ulsundownSerenity. Think the calm skyline when the sun is going down and the transition of color from blue to orange to pink (rose quartz) to yellow. After all, by definition the word means “the state of being calm, peaceful, and untroubled.” When I heard of the chosen colors for 2016, I thought about a picture I had snapped at the University of Louisiana Lafayette a couple of months ago. While walking to my night class, I stopped and looked at the horizon to see this peaceful blended dusk. “Serenity is weightless and airy, like the expanse of the blue sky above us, bringing feelings of respite and relaxation even in turbulent times.” – Pantone Serenity, with its soft baby blues evokes calmness and peacefulness. Much in the same way nature does through the sky, oceans, and rivers. And generally, blue is a universally popular color. In my experience, blue makes me feel at peace, happy.

Rose Quartz. A playful, pinky hue. The experts say that rose quartz is “a persuasive yet gentle tone that conveys compassion and a sense of composure.” But don’t underestimate this color. According to Pantone’s Executive Director, Leatrice Eiseman, “Rose Quartz is not baby pink. It doesn’t have that wimpy feel.”
While many folks feel like the colors invoke thoughts of conventional baby colors, that’s not the case. Instead Pantone aimed to challenge “traditional perceptions of color association” with the pairing. These pastel colors, when put together, blend very well, and you already see them everywhere around you!  Rose quartz, a soft, delicate, tranquil shade along with the baby blue Serenity brings wellness, balance, and calmness to the world.

pant1 pant2 pant3

In the coming year, expect these colors to be everywhere: from runway fashion, to appliances, to paint colors. You name it, they’ll be there, so be prepared to incorporate these colors in your store one way or another.

Some gemstone options could include:



Blue Chalcedony

Rose Quartz

Take a look at the pieces below and get inspired:

14kt Rose Morganite Ring


14kt White Stackable Ring Mounting


14kt White Aquamarine & 1/10 CTW Diamond Earrings


14kt Rose Morganite & 1/5 CTW Diamond Earrings


Do you have a favorite between these two colors? Do you already have any of these colors in your store? Share your thoughts in the comments section below.

The Wait is Over!

How do you define truly beautiful, on-trend jewelry? Hard to say, really, but you know it when you see it. You do a double-take. Then you stare. Then your heart starts to beat a little faster.

You’ll know you’ve seen it when you peruse our newest lookbook – straight from the pages of our 2015 Holiday Gift Guide. With these fashions in your store, you’ll be sure to have exactly what your customers are looking for this holiday.

Let your customers know you’re the go-to source for these and other great styles by posting this lookbook on your Facebook page. You’ll leave them wanting more.


What trends are you seeing heading into the holiday season? Share them in the comments section.

Beautiful Bridal for Fall

October’s lookbook features our newest bridal styles representing all the latest trends – bypass rings, alternative centers, and intricate scrolling – and some traditional favorites.

Be sure to post the lookbook to your Facebook page to have your customers oohing and aahing – and buying!