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In Sanford, NC, Dan Martin Jewelers has built its reputation on more than just beautiful pieces—it’s about lasting client relationships. We recently spoke with owner Danny Perkins, who shared how his team approaches client communication in today’s fast-paced world, and why thoughtful follow-up is one of the most powerful tools a jeweler can use.
Why texting leads the way
For Danny, one communication channel stands above the rest: texting.
“Everyone only wants text now,” he explained. “They don’t really want a phone call. Texting lets us reach customers instantly, and they can get back to us when it’s convenient for them.”
That flexibility isn’t just easier for the client—it also creates accountability for the jeweler. Unlike phone calls or voicemails that may be forgotten, a text leaves a clear record. “If you call someone and they don’t pick up, they might say you never reached out,” Danny said. “With a text, you’ve got proof. It’s documented.”
Whether it’s letting a client know their repair is ready for pickup, sending a product wish list to a loved one, or simply checking in after a purchase, texting has become the preferred channel for Dan Martin Jewelers.
The art of timing
Of course, outreach isn’t just about how you communicate—it’s also about when. Danny shared how his team times their follow-ups depending on the situation.
For engagement ring purchases, they tread carefully. “We don’t want to spoil the proposal,” he said with a smile. But for most purchases, they reach out two weeks later to make sure the customer is happy. Repairs are handled differently: a first message goes out when the work is finished, and if the client hasn’t picked up within a week, they’ll send a second friendly reminder.
The key is efficiency. By using automated templates, the team avoids rewriting messages each time. And with AI tools that can help generate wording, even the most delicate messages come across warm and personal.
What customers respond to most
When it comes to engagement, not all outreach is equal. Danny has noticed that “free” is always a powerful motivator. Invitations to free ring cleanings or gemstone inspections often drive more foot traffic than event promotions or sale announcements.
“People respond best when it’s personal and matters to them,” he said. A text about a wish list item or a specific gemstone a customer loves will often spark a reply, while broad, mass-style announcements may not. Customers today are savvy—they can tell when a message was written just for them versus when it’s part of a bulk campaign.
That’s why his store makes the most of text templates within Clientbook that allow for photos, videos, and especially links. Whether it’s showcasing aquamarine pieces to a customer who loves the stone, sharing details about an upcoming event, or even nudging clients to follow the store on Instagram, these personalized touches keep communication engaging and relevant.
Balancing asks and offers
Like many jewelers, Danny acknowledges the fine line between giving value and making requests. Messages that are more transactional, such as payment reminders or review requests, tend to get less response. To balance that, the Dan Martin Jewelers team takes extra care with wording.
“If it’s something urgent or financial, those are handwritten, very personalized messages,” Danny explained. “But if it’s something lighter, like asking for a Google review, we’ll use a quick template.”
This thoughtful balance ensures that customers feel valued, not pressured.
The power of reviews
When asked how important online reviews are to the jewelry industry, Danny didn’t hesitate. “Ten out of ten,” he said. “You need hundreds, and they need to be five-star.”
For Dan Martin Jewelers, reviews are both a priority and a process. With the help of automation tools, they decide which sales to send review requests for, tailoring the ask to situations where customers are most likely to leave glowing feedback. This strategic approach not only boosts visibility on Google but also builds trust with new customers searching for a jeweler in their area.
“Anybody who’s searching ‘jewelers near me’ is going to see those reviews,” Danny said. “Not only does Google choose who pops up, but customers are looking at which ones have the best ratings.”
Final advice for jewelers
Danny’s message to other jewelers is clear: if you’re not prioritizing customer communication, you’re already behind.
“Phone calls and emails just don’t cut it anymore,” he said. “If you’re not doing this, you’re probably not doing enough customer follow-up.”
From timely texts to strategic review requests, the tools may be simple—but the impact on customer relationships is lasting. As Danny and his team in Sanford have proven, when communication is personal, consistent, and convenient, it’s one of the best investments a jeweler can make.
How Clientbook helps jewelers put this into practice
The strategies Danny described aren’t reserved for a select few. They’re available to any jeweler who wants to strengthen client relationships. Clientbook make it simple for Dan Martin Jewelers to put communication on autopilot without losing the personal touch, and it can for you too.
From text templates and automated follow-ups to AI-powered message suggestions, jewelers can scale the kind of consistent, thoughtful outreach that Danny and his team rely on every day.
Clientbook also makes it easy to request and manage reviews, build wish lists, and send personalized links or product suggestions—all from one place. The result is more meaningful touchpoints, stronger customer loyalty, and a streamlined workflow for busy sales associates.
If you’re ready to follow Dan Martin Jewelers’ lead, book a demo to see how Clientbook can be the platform to do it with ease.
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