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When it comes to jewelry marketing, Kathleen Thompson Kimball knows what it takes to connect with customers in a way that lasts. As CEO and president of George Thompson Diamond Company—and one of Jeweler’s of America’s prestigious “20 Under 40” winners —Kathleen has built her career on creating experiences that go beyond the transaction.
George Thompson Diamond Company, a valued Clientbook customer, has become known for a marketing approach that blends timeless relationship-building with innovative touchpoints. Kathleen shared her philosophy during a recent JCK Talks panel on jewelry marketing, alongside Ross Cockerham, CEO of Punchmark.
Marketing that matters: from first impression to lifetime loyalty
Kathleen’s approach starts with attracting new customers through a mix of modern and traditional channels. While she still uses a small amount of radio and TV for broad brand awareness, the real magic happens once someone walks through the door.
Every new client is welcomed into a thoughtfully planned follow-up journey:
- Emails and texts are personalized—never “spammy.”
- Every six months, customers receive a reminder to bring in their jewelry for a free cleaning and check as part of the store’s lifetime warranty.
- Kathleen’s name and image are included in these messages, which she says quadruples engagement compared to generic store emails.
Ross also echoed the importance of re-engaging customers rather than focusing solely on acquisition. “Don’t forget that you’re the narrator and author of the customer journey,” he said. “You decide what happens next.”
Making time for what matters
One of Kathleen’s most practical tips was acknowledging how difficult it is for retailers to work on their business when they’re busy working in it. Her solution? Hiring a dedicated marketing team member whose sole job is to make sure every step of the customer journey is covered.
“That’s their entire job,” Kathleen said. “From start to finish, we’re hitting every single piece of the customer journey—and we’re seeing results.”
Why events still work
While some jewelers limit themselves to one or two events a year, Kathleen has leaned into hosting them more frequently, and with purpose. One of her favorites happens on the first Sunday of December, historically a slow day in the retail world. The store invites its top 1,000 clients for a catered afternoon together, creating another touchpoint that feels special rather than salesy.
Events like these serve two purposes:
- They bring people in on days that might otherwise be quiet.
- They give the store another genuine reason to reach out to clients.
As Kathleen puts it, “It’s about making sure people know we’re the ones who can help them make a smart decision when they’re making one of the most important purchases of their lives.”
Personal connections over passive forms
Kathleen believes that while marketing tools and automation can help streamline processes, nothing replaces a genuine, one-on-one connection. During the panel, she countered the idea of relying solely on online submission forms for customer stories:
“I think you miss having your salesperson reach out and create that personal connection when you rely on an intake form alone,” she said.
It’s a simple shift, but a powerful one—especially in an industry built on life milestones and emotional purchases. By empowering sales associates to reach out directly, George Thompson Diamond Company ensures that each interaction feels sincere, building loyalty that no automated form could match.
Takeaway for jewelers
Kathleen’s success comes down to being intentional with every campaign, every follow-up, and every event. Whether you’re using technology like Clientbook to automate reminders or hiring someone dedicated to marketing execution, the goal is the same: create a customer journey so personalized and consistent that loyalty becomes inevitable.
As Ross put it during the discussion, “Be more digital in the store and more human online.” Kathleen’s career, and George Thompson Diamond Company’s thriving client base, is proof that when you combine both, you get customers who keep coming back, year after year.
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