by David Turgeon, EVP
An Up-to-Date Guide to Jewelry CRM & Client Development
Let’s face it—selling fine jewelry isn’t just about carats and cuts anymore. It’s about connection. And the best way to turn a casual browser into a lifelong client? Know them better than their barista does.
In today’s luxury jewelry world, building a client relationship isn’t optional—it’s your superpower. So, here’s your cheat sheet to mastering the art (and science) of client development using updated tools, sharp instincts, and a little CRM magic.
What You Really Need to Know About Your Clients
Forget “just name, email, and phone number”. If you want to build a relationship (and drive repeat business), here’s the intel you should be collecting from every client encounter—whether they buy that day or not:
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Full contact info (obviously—but double-check for typos).
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Important life dates: Birthdays, anniversaries, graduations, retirement parties—any moment that might call for jewelry.
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Names of VIPs: Spouse, partner, kids, pets (yes, really), and the boss they’re trying to impress.
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Lifestyle info: Hobbies, clubs, favorite travel spots. You’d be surprised how many sales start with “I saw this and thought of your trip to Italy.”
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Jewelry preferences: White gold or yellow? Vintage or modern? Dainty or statement? Keep track.
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Sizing details: Ring sizes, chain lengths, bracelet fit. Save them from future resizing headaches.
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Purchase history: What they bought, when, why, for whom—and how it went over.
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Wish list: What they liked but didn’t buy. (Hello, future birthday surprise.)
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Service notes: Cleanings, repairs, appraisals, trade-ins, insurance updates.
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Everything else: Kids leaving for college? Big promotion? These details make you more than just a jeweler—you’re becoming a trusted advisor.
Tools of the Trade (2025 Edition)
You’re not still using paper folders and Post-its… are you?
Upgrade to a using CRM designed for jewelers, like:
- Clientbook/Podium – Mobile-first, tailor-made for luxury retail. Think automated reminders, purchase tracking, and real-time client notes.
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Luxe – a unified CRM, POS, and Analytics cloud-based platform - online technology designed to create a breakthrough customer experience.
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The Edge – Inventory meets client management. Great for clienteling and follow-ups.
- Lightspeed or Shopify POS with CRM plug-ins – Sync in-store and online experiences.
Pro tip: Whatever tool you use, make sure it can store preferences, trigger reminders, and log notes after every interaction.
How to Use That Info Like a Pro
So now you have collected all this glorious client data. Here’s how to turn it into revenue (without sounding like a stalker):
1. Pre-Appointment Prep
Before any visit, pull up their profile. Know their last purchase, what they were eyeing, and what size they wear. Your client will think you have a photographic memory—and you’ll sell with confidence.
2. Calendar Sync = Sales Magic
Don’t just record the anniversary date—set a reminder three weeks ahead. That gives you time to call, text, or send a “Hey, let’s pick out the perfect gift” nudge.
Layer your client info into your calendar like:
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Call Richard Roe on Aug 1 (Anniversary is Aug 20)
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Text a photo of the new David Yurman collection
- Schedule a gift-wrapping appointment
Consistency here equals loyalty (and sales).
3. Turn “Newness” Into Personal Moments
You just got new inventory? Search your CRM for clients who love that designer or style. Shoot them a quick note via their preferred contact method:
“Just unpacked a few new pieces I know you’ll love—want a sneak peek before they hit the case?”
You’ve just made them feel like a VIP and created a low-pressure sales opportunity.
Sharing Clients (Without Stepping on Toes)
In most stores, clients don’t always shop with the same associate. That’s fine—as long as your CRM is updated in real-time and everyone plays nicely.
Tips for team success:
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Log every interaction (even service visits or quick chats).
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Use tags or notes like “prefers texts,” “likes champagne,” or “bring dog treats.”
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If you make a sale or connection, add it to the record so others can continue the relationship seamlessly.
Practice Makes Profitable
Here’s what you and your team can do this week:
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Review your store’s client profile form. Does it collect everything it should?
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Practice role-playing a profile-building conversation. Make it feel natural, not nosy.
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Pick 5 clients and update their files. Add missing data, review past purchases, and set at least one follow-up reminder.
- Choose a recent inventory arrival and identify 3 clients who’d love it. Reach out and share the newness!
Final Word: Be Curious, Be Consistent
The best jewelry salespeople are naturally curious. They ask questions, listen well, and make every client feel known and appreciated. Combine that with a strong CRM strategy and you’re unstoppable.
Remember: You’re not just selling jewelry. You’re building relationships. One birthday reminder and heartfelt note at a time.
