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For Jamie and Mark Segrist, owners of Niche of Time Jewelry, custom jewelry isn’t just a service—it’s a relationship. Since 1948, their family-owned store has built a reputation for one-of-a-kind design work and heartfelt customer care. From sourcing unique gemstones to remembering a client’s favorite color, their team is known for going the extra mile.
We asked them to share how custom jewelry became their strong point, how they use Clientbook to personalize outreach, and how thoughtful relationship-building helps turn first-time buyers into lifelong customers.
Q: What makes custom jewelry such a special part of your business?
Mark: People like feeling like they have something unique. It wasn’t something I set out to do, but it became our strong point. And I really enjoy creating things.
And custom used to be scary, because clients were unsure of what they’d end up with. But now with video, resin prints, and all the tools we have, they know exactly what they’re getting.
Jamie: And Clientbook, our CRM, has been really helpful with that individualized service—being able to check on people throughout the process. It’s been fabulous.
Q: Why is building relationships with your clients so important when selling custom jewelry?
Jamie: You want to treat your customers like family. We’re in a town of about 75,000 people—not tiny, but not huge either. When people come in, we know their families. They know ours.
Yes, we sell jewelry, but it’s usually to celebrate something really meaningful. It’s an emotional business, and we’re grateful to be part of those moments.
Mark: I’ve had people say, “Okay, this is where I want to buy,” just because I explained our custom process—showing them the 3D video, the resin model, that we have bench jewelers in back. They know we’re professionals, not someone who just started selling jewelry yesterday. That builds trust.
Q: How do you gather customer information in a way that supports long-term relationships?
Jamie: Usually we start collecting info while they’re in the store—things like her favorite color, birthday, or if she prefers yellow or white gold. That way, later on, we can send a text saying, “Hey, I saw these earrings and thought of you.” It makes things easier for them. I know I love it when people make things easy for me.
Mark: And if we can make their life easier, that’s what creates real service. Jewelry is emotional. If you don’t like people, this is the wrong business. You’re walking with them through life’s biggest moments—and they come back for the next ones.
Q: What does your follow-up process look like after an engagement ring purchase?
Jamie: I’m training my team to go back and look at clients from the previous year and think about what they might be interested in now. We also use Clientbook to follow up on repairs, which used to be something we did individually. Now that’s automated, which has been great.
Mark: When they’re buying the engagement ring, we tell them that if they like us on Facebook, they’ll get a discount on her ring and his ring—and they earn rewards too. That gives them money to spend and a reason to come back in. Plus, it’s free advertising for us, so it helps on both sides.
Q: How do you manage client expectations during the custom design process?
Mark: We tell them upfront: the first CAD is free, and three tweaks are free. If you change the whole concept and go in a totally different direction, then there’s a labor charge. Most of the time, just saying that helps. It makes them realize it’s not an endless loop of tiny changes. If you don’t set those boundaries, you can end up stuck with someone who just enjoys being difficult.
Q: Do you find that custom clients tend to become long-term customers?
Mark: Anecdotally, yes. People appreciate getting something unique. And when we walk them through the whole process—the 3D video, the resin model, knowing we have bench jewelers right in back—they realize we know what we’re doing. That kind of knowledge builds trust. Unfortunately, that’s rare in retail today.
Conclusion
Jamie and Mark’s approach to jewelry isn’t just about custom pieces—it’s about custom experiences. By investing in strong client relationships, capturing key details, and using tools like Clientbook to stay connected and consistent, they’ve built a business where every interaction feels personal.
Whether it’s a birthday, a proposal, or a moment of remembrance, they’re not just selling jewelry—they’re celebrating life’s biggest milestones, one meaningful piece at a time.
