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On the third floor of an unassuming building in Columbia, Missouri, you’ll find Betz Jewelers—not on a bustling street corner, not with flashing signage. Just a buzzer, an elevator, and a warm welcome into a space that feels less like a retail store and more like an invitation into something personal.
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“We’re kind of a hidden gem,” says Rachel Flynn, the fourth-generation owner. “People have to come into this office building, ride the elevator, and get buzzed in. But that’s what makes it feel special. It’s a destination—and people are coming here with purpose.”
That purpose? Celebrating life’s most meaningful milestones, with a jeweler who remembers your name, your story, and your style.
Four generations of legacy and loyalty
Rachel’s great-grandfather started it all with a jewelry repair shop. Her grandfather, Glenn Betz, expanded it in St. Louis. And in 1983, Rachel’s dad opened a Columbia storefront that would evolve into what Betz Jewelers is today. The legacy runs deep—so deep, in fact, that Rachel sometimes finds herself repurchasing rings her grandfather once designed.
“One of my grandpa’s longtime clients came in with her mom’s rings,” Rachel recalls. “I could tell just by looking that they were his work. I bought some of them back for our estate case—and a few for myself. It felt so special to bring his craftsmanship back into the store.”
Moments like that happen often. Rachel talks about grandsons calling from LA or even overseas, wanting to shop with Betz because “that’s where Grandpa said to go.” Whether by FaceTime, text, or a payment link sent through Clientbook, their CRM, Rachel’s team finds a way to make it work.
“We shipped something to a military base overseas recently,” she says. “Even if they’ve never stepped foot in Columbia, they still want to buy from us.”
The art of making clients feel at home
While many jewelers try to project luxury through polish and pressure, Betz leans the other direction.
“I’d rather someone walk out without buying anything than feel pushed into a sale,” Rachel says. “We talk to people about their lives. Not just jewelry.”
The approach is warm, casual, and disarming. There’s a play area for kids, stickers and snacks at the ready, and no assumptions made about what someone’s wearing when they walk in. “People have told us they felt out of place in other luxury stores, like they weren’t dressed nice enough,” Rachel says. “That’s never the vibe here. Everyone belongs in a jewelry store.”
This low-pressure environment sets the stage for deep, personal client relationships—ones that go well beyond remembering a birthday or ring size.
“I had my colors done once—you know, where you figure out what tones suit your skin,” she says. “I ended up loving it so much, I gifted that same experience to a few clients who love colored gemstones. Now they come in wearing their best tones, and I know exactly what to show them. It’s fun, and it helps us serve them better.”
Clienteling, Betz-style
Behind the scenes, Rachel’s team relies on Clientbook to keep the personalization flowing.
They log preferences, ring sizes, and past purchases. That way, when they head to the Vegas shows each year, they can send texts and photos directly to collectors with curated picks: This one reminded me of you. I think it would look amazing with that necklace you got last spring.
“We’re not just showing them the whole case—we’re narrowing it down based on what we know they’ll love,” Rachel says. “It’s kind of like personal shopping.”
Wish lists are another favorite tool. “Sometimes a guy will come in and say, ‘I have no idea what she wants,’” she laughs. “But if she has a wish list, he gets to pick from five things instead of a thousand. It gives him confidence—and she ends up with something she truly loves.”
They even send out $50 birthday credits with no strings attached. “Some women come in and get a pair of sterling earrings. That’s totally fine,” she says. “We just like being able to give that little gift.”
Relationships, not transactions
For Rachel, the client connection goes far beyond any CRM or tool. It’s cultural. It’s inherited. And it’s something she continues to cultivate every day—both through how she trains her team and how she shows up for her clients.
“We talk about lifestyle,” she says. “Do they love horses? Do they travel? Is there a family story behind that pendant? You learn what matters to them, and suddenly you’re not just selling jewelry—you’re part of their lives.”
And when three generations walk in together to pick out matching pieces? That’s not just a sale. That’s legacy.
Betz Brides: generations of ‘yes’
One of Rachel’s favorite stories is about a recent bride-to-be who came in to shop for her engagement ring—just like her mother and grandmother had done before her.
“We’ve got a picture of all three of their hands with their rings,” she says. “Three generations of Betz Brides.”
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It’s more than a photo op. It’s a legacy built on trust, care, and consistency over decades. “The grandma’s ring, her daughter’s, and now her granddaughter’s. They all chose to come here, to the same store, for this huge moment in their lives,” Rachel says.
That kind of generational loyalty doesn’t happen by accident. It’s the product of treating every client like family, whether it’s their first visit or their fiftieth.
Want to make relationships—not transactions—the heart of your store?
At Betz Jewelers, generational loyalty is the result of decades of intentional, thoughtful client relationships. From repurposing a grandfather’s ring to helping a new bride find her perfect stone, Rachel Flynn and her team treat each interaction as part of a much bigger story.
It’s a story rooted in trust, built through genuine care, and carried forward by remembering the little things that matter most—whether that’s a birthday, a gemstone preference, or a warm welcome every time someone walks through the door.
Tools like Clientbook help support that kind of relationship-building by making it easier to track, remember, and act on the details that turn first-time shoppers into lifelong clients.
Want to see how? Book a demo and learn how Clientbook helps jewelers turn great service into lasting loyalty.
