By David Turgeon, EVP Client Services
Ah, clienteling—a fancy word for what fine jewelers have been doing forever: building relationships. But in 2025, it’s more than just remembering a customer’s anniversary (though, let’s be honest, that’s still crucial). Today’s luxury shoppers expect a level of personalized service that borders on mind-reading; and if we’re being real, they deserve it.
The Evolution of Clienteling: From Handwritten Notes to High-Tech TLC
Gone are the days when a warm smile and a “What’s new in your world?” were enough to secure loyalty. Today’s fine jewelry clients are digital-savvy, time-conscious, and expect a seamless, luxury experience at every touchpoint. They want to feel like their jeweler is not just a retailer, but a trusted advisor, personal stylist, and—when needed—a miracle worker who can locate the perfect celebratory gift yesterday.
What You’re Already Doing Right (Pat Yourself on the Back!)
If you’re reading this, chances are you already understand the importance of clienteling. You send thoughtful thank-you notes, remember birthdays, and follow up on special purchases. Your customers trust you, and that’s why they return. Bravo!
How to Elevate Your Clienteling Game in 2025
Now, let’s take it up a notch:
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Embrace Tech Without Losing the Human Touch
AI-powered CRM systems are helpful tools that can track purchase history, preferences, and even remind you when a client’s anniversary is approaching. But the magic happens when you use that info to craft genuine interactions. -
Text Like a Friend (But a Fancy One)
Emails are great, but personalized texts with images, video messages, or even a quick, “Just thought of you when this emerald ring came in!” make a world of difference. Think of it as the digital version of pulling a piece from the case and saying, “I know you’re going to love this.” -
Exclusive Experiences Win Every Time
A private shopping appointment, a sneak peek at a new collection, or even a champagne toast to celebrate a milestone purchase—these are the moments that turn customers into lifelong clients. Today’s luxury buyers value experiences just as much as (if not more than) the product itself. -
Loyalty, But Make It Luxe
Instead of a generic points system, offer VIP perks that feel exclusive—early access to one-of-a-kind pieces, complimentary cleanings, or a handwritten holiday card that isn’t just another mass mailing. Small touches, big impact. -
Post-Sale Follow-Ups That Aren’t Just Sales Pitches
Checking in a few weeks after a purchase—without immediately suggesting another sale—creates trust. “How’s the new engagement ring? Hope she’s loving it!” “You know, you are welcome to come in any time to have your ring cleaned so it continues to sparkle.” That’s how you build loyalty without feeling pushy. -
Social Media: A Goldmine for Clienteling
Luxury buyers are engaging with brands on Instagram, TikTok, and beyond. Engaging with their posts, sending personalized DMs, or even featuring them in a “Client Spotlight” can deepen the relationship. A well-timed message on their latest post can keep you top of mind without feeling intrusive. -
Anticipate, Don’t Just React
Great clienteling means knowing what your clients need before they do. If a customer has purchased an engagement ring, be ready with anniversary gift ideas a year later. If they bought a stunning pendant, follow up with complementary earrings months down the line. Genuine thoughtfulness always wins.
The Bottom Line: Clienteling is the Future of Luxury Retail
Clienteling isn’t just about selling jewelry—it’s about building lasting relationships. And in 2025, those relationships are forged through a mix of high-tech personalization and good old-fashioned human connection. The retailers who master this balance? They’re the ones who will thrive.
So go ahead—send that thoughtful text, plan that VIP event, and keep making your clients feel like the absolute gems they are. After all, luxury isn’t just about what’s inside the jewelry box; it’s about how you make people feel before they open it.
And remember, the jewelers who are truly nailing it aren’t just selling pieces—they’re creating intentional experiences, celebrating milestones, and making their clients feel like the true VIPs they are.
