Appleton, WI–This last weekend in Chicago, I was reminded once again that there’s really nothing new under the sun in our industry. The same challenges keep showing up in jewelry stores year after year—and the number one culprit behind most of them isn’t inventory, marketing or even the economy. It’s communication.
Independent jewelers are famous for running our shops a little more casually than the big national chains. We like it that way. But when communication is weak, even the best systems and processes can’t save a store from frustration, inefficiency, and a culture that drains the energy out of the team.
In our Sales Training Weekly videos, I often tell owners the real “magic” doesn’t happen on the screen. It happens after the video ends—when the team gathers to talk, share wins from yesterday, celebrate glowing Google reviews, and wrestle honestly with the tough stuff. Stores that make space for those weekly discussions see stronger teamwork, healthier culture, and better results on the sales floor.
This principle shows up everywhere. In Danny Meyer’s book Setting the Table, he describes hiring for his restaurants: 49 percent of the decision is technical skill, but 51 percent—the deciding factor—is empathy, the ability to communicate and root for others. That same 51 percent is what makes your jewelry store unique. Competitors can copy your merchandise and match your price, but they can’t duplicate the warmth, humanity, and connection your team brings to every interaction.
If you want happier staff, more loyal customers, and better sales, start with one simple commitment: keep the conversations going. Systems matter, but the 51 percent that truly transforms a store is the heart you bring to each other—week in, week out.
James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Having been in management and the jewelry business for over 20 years, Jimmy offers weekly training to jewelers nationwide via the Train Retail website. Jimmy and his partner Kyle Bullock help jewelry stores grow their profits and their people to fulfill their greater purpose! We do it through one-on-one business coaching, sales training, and leadership development. Contact Jimmy at jimmy@trainretail.com or call 920-492-1191.