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Jewelry Repair Intake Strategy Plus Tips on Marketing

Elevate your jewelry repair business with all the essential tools and equipment from Stuller.

Every year, when the month of January rolls around, there’s a significant surge in jewelry repairs — primarily due to the extensive use of jewelry during the holiday season. At Stuller, we call it the “repair rush,” and we have you covered with all the repair intake essentials you need!  

You may see a rush of customers that need you to address any damages sustained, resize or replace their jewelry, or restore heirloom pieces that were passed down or gifted during the holidays.

From your sales team to the bench jeweler, everyone plays an essential role in a smooth and consistent repair intake process. Let’s dive into several ways to elevate your repair business for 2024.

Follow a Repair Intake Checklist

It’s important for your staff to follow a checklist when they are taking in jewelry for repair to ensure your customer is happy with the final result. Here are a few steps to take before, during, and after the repair process:

✅ 1. Greet the customer warmly and listen carefully as they explain the issue with their jewelry. Ask relevant questions to clarify the problem.

✅ 2. Conduct a thorough visual inspection of the jewelry to identify any visible issues or damages, and note down all your observations. 

✅ 3. Fill out a repair intake form to document the customer’s contact information with a description of the repair needed and any other relevant details. 

✅ 4. Based on the initial inspection, give the customer an estimated cost and time frame for the repair. Explain that this is a preliminary estimate and that a more accurate assessment will be made once the jewelry is examined more closely. It’s best to have a copy of Geller’s Blue Book on hand to set your prices.

✅ 5. Have your bench jeweler perform a more detailed examination of the jewelry by using a magnifying tool or other appropriate equipment. This will help identify any additional issues or potential risks that may require specific attention during the repair. 

✅ 6. Engage in a conversation with the customer about potential repair options, if applicable. Provide expert advice on alternative solutions or improvements that could be made to enhance the piece.

✅ 7. Thank the customer for entrusting their jewelry with you. Express gratitude for choosing your jewelry repair service to ensure they feel valued and confident in their decision. 

✅ 8. Take them on a tour of your showroom for the chance to upsell in the future.  

✅ 9. Keep the customer informed of the repair progress and notify them quickly of any changes or additional repairs.

✅ 10. Always follow up to make sure your customer is happy with their repaired jewelry. Express your gratitude through a handwritten note, reach out by phone, or extend an invitation for a complimentary cleaning or polishing service in the future.

Maintaining Proper Documentation

It’s important to maintain documentation of those precious jewelry pieces in your care for repair. Stuller’s Tools Team experts recommend the following essential tools, equipment, and supplies.

GemLightbox Pro

The GemLightbox Pro is an all-in-one jewelry photography lightbox made for jewelers that takes photos and videos. One click can capture one video and four photos within 15 seconds. It includes a code for 12 months of full access to the Picup Media smart phone app.

Dino-Lite Digital Microscope Camera

With this handheld digital microscope camera, high-resolution magnification is at your fingertips with detailed examination of any area you choose. A copy of the DinoCapture software is included — enabling you to capture either a photograph, video, or time-lapse video with a simple click.

Ogitech DiaTrue CS2 Screener

Our team of experts recommends that you have a combination of a screener and a tester for best results. The Ogitech Diatrue CS2 screener allows you to separate natural diamonds from lab-grown diamonds.

Gemlogis Belize Portable Diamond Verifier

The Gemlogis portable tester allows you to definitively separate natural and lab-grown diamonds from lab-grown Moissanite, and other simulants.

Learn more about our wide assortment of screeners and testers, plus check out videos of them in action at  

Gold Testing Kit

The GemOro® Superior Instruments AuRACLE® Analyzer is used for 6-24K gold and platinum testing. This compact and portable tester has an easy one-button operation, enhanced pen probe, user-friendly instructional display, and immediate test results.

The A&D EK-1200i Trade Legal Scale is used for weighing and parts counting. Its versatile features include full digital calibration and a large LCD back-lit display. It has a small footprint and optional carrying case which make it convenient and portable.

3-Part Jewelry Repair Forms

Keep your jewelry repairs in order with these convenient forms — one for records, one to the customer, and one to the jeweler.

Grobet USA® Triple Duty Repair Envelopes

Printed on standard kraft paper, each numbered envelope has two detachable stubs with corresponding numbers: one for the customer and one for filing.

Jewelry Repair and Services

Repair is just one part of jewelry services. Other services can include

  • Refurbishment (think car detailing)
  • Repurpose/Restyling (divorces, inherited jewelry, etc.)
  • Warranty Work (something most jewelers totally miss out on)
  • Inspections (think of the auto industry — annual safety inspections)
  • Customization (fastest growing segment in the jewelry industry — less than 2 out of 10 customers buy from the case)
  • Appraisals, Engraving, Refinishing, Watch battery replacement, etc.

Information provided by Harold Dupuy, F.G.A., G.G., vice president of strategic analysis for Stuller.

To find out how to maximize profits and gain loyal customers with jewelry repairs and services, check out this article by Harold Dupuy on

Marketing Your Jewelry Repair Services

Once you have everything in place to start your jewelry repair business, it’s time to market it. The goal is to build trust and credibility to compel potential customers to choose your services. Here are a few steps to consider.

Step 1: Highlight your bench jeweler’s experience, qualifications, and expertise in repairing various types of jewelry. This can be done through a well-designed website, social media profiles, and advertising.

Step 2: Create engaging and informative content related to jewelry repair on platforms such as TikTok, Facebook, Instagram, and YouTube. This could include before-and-after pictures of repaired pieces, tutorials on basic repairs, and tips for maintaining and repairing jewelry. Encourage your followers to share their positive experiences and testimonials.

Step 3: Partnering with local businesses such as fashion boutiques, wedding planners, and luxury retailers can be mutually beneficial. Consider offering discounted or complementary repairs to build rapport with these fellow business owners and encourage word-of-mouth marketing.

Bench Jeweler Workshop

As you elevate your jewelry repair business, trust Stuller to provide not only the necessary tools and equipment to complete your tasks but also reliable customer service that you can count on.

Consider attending our next Bench Jeweler Workshop, which will be held March 22–23, 2024 at Stuller’s global headquarters in Lafayette, Louisiana. It’s the premier event for bench jewelers, featuring in-depth classes, new product demonstrations, networking opportunities, and so much more. We’d love to see you there!


Cheryl Robichaux

Staff Writer

Cheryl holds a bachelor's degree in Broadcast Journalism from the University of Louisiana at Lafayette. Her extensive experience in the radio and print magazine industries along with her love for custom jewelry and people paved the way for her to become a Stuller storyteller.