%201%20(1).png)
%201.png){kind=avatar}
Some jewelry stores focus on what’s in the case. Smith’s Jewelers focuses on who’s walking through the door.
This family-run jeweler in Noblesville, Indiana has built something more than just a business. They’ve built a place where customers feel known, remembered, and genuinely cared for. A place where joy, celebration, and even grief are honored with empathy and grace.
With over 75 years of history behind their storefront, the Smith’s Jewelers team has learned that connection isn’t just good for the heart. It’s good for business. And as the industry evolves, they’ve found simple ways to keep their deep-rooted, relationship-first approach thriving with the help of modern clienteling tools.
What follows is a look inside how they do it. From heartfelt moments at the counter to text messages that bring customers back in at just the right time, Smith’s Jewelers shows what’s possible when you put people first.
A name rooted in meaning
Smith’s Jewelers has been around in some form for over 75 years. But five years ago, Robby and Phil stepped in to continue its legacy, quite literally. While customers know them as Smith’s Jewelers, the store’s legal name is actually Legacy Jewelers—a nod to the family’s commitment to carrying forward the values and community roots established by the previous owners.
“One of the reasons why we named our business “Legacy Jewelers” was that we wanted to carry on the legacy of the previous proprietors,” Robby explains. “My dad works with me, my son works with me… it’s three generations.”
That legacy also shows up in their community involvement. From philanthropy to partnerships with local businesses (more on that below), they’ve built a store that’s not just known, but loved.
“Support the community that supports you,” Robby says. And that mindset has served them well.
Personalization > promotion
For Robby and Phil, success isn’t about flashy marketing campaigns or deep discounts. It’s about people.
“You only have one chance to make a first impression,” says Phil. “We greet customers like they’re family walking into our home.”
Customers at Smith’s Jewelers aren’t just contacts in a CRM system. They’re real people, known by name, treated with warmth, familiarity, and joy.
That level of personalization doesn’t stop at the door. It extends into how they follow up, stay in touch, and keep customers coming back, all with the help of Clientbook.
The role of Clientbook in modern clienteling
Smith’s Jewelers didn’t just adopt Clientbook because it sounded cool. They adopted it because it’s a clienteling software that works.
“We used to print lists of clients, or use Franklin Covey planners to track follow-ups,” says Robby. “Now, we open up Clientbook, and everything’s right there. It’s simplified — but so powerful.”
They’re not alone. Like many jewelers, Smith’s has found that using technology to automate the right things (like reminders, follow-ups, and client profiles) frees them up to focus on what matters most: the customer relationship.
Here are a few ways they use Clientbook daily:
- Automated text reminders for cleanings and check-ins
- Client triggers and tags for purchase follow-ups
- Tiered thank-you systems that blend tech and personal touch
- For example, customers who purchase an item under $1,000 get a text, purchases over $1,000 get a handwritten note, and some VIP clients even receive a $20 gift card to a nearby coffee shop
“That client goes to the coffee shop next door, enjoys a coffee, and then pops back in to say thank you. It’s a full-circle moment,” Robby says.
A stressful holiday season turned clienteling success story
During the last holiday season, sales at the store were slow, all the way until the last two weeks of December.
“We were freaking out,” Robby admits.
But thanks to the clienteling systems they’d built in Clientbook, their team got to work. They combed through past purchase histories, sent personalized messages, and focused on real relationships.
“We messaged customers saying, ‘Hey, you bought this last year. We have something similar in stock.’ It was the craziest two weeks of our lives, but it worked.”
Helping customers become heroes
At its core, clienteling is about helping customers feel special and helping gifters become the heroes of their own story.
“We help the husband become the hero,” Phil laughs. “Clientbook reminds the store, the store reminds him, and he shows up with the perfect gift like he remembered all on his own.”
These small touches go a long way in building loyalty, referrals, and long-term relationships.
Blending high-tech and high-touch
Despite their tech-savvy approach, Smith’s Jewelers hasn’t abandoned traditional relationship-building. Instead, they use Clientbook to enhance it.
Their approach is a beautiful blend of:
- Automation: Triggers, tags, reminders, and messages
- Handwritten notes: For high-value purchases
- Community integration: Gift cards to nearby businesses
- Emotional awareness: Encouraging customers to share stories about meaningful pieces
“We don’t just celebrate engagements and anniversaries,” Robby says. “We walk with our customers through grief and hardship too. We listen. We ask them to share memories. It’s personal.”
Final thoughts: People over product
At the end of the day, what makes Smith’s Jewelers special isn’t just their inventory or marketing. It’s their heart. It’s their ability to make people feel seen, known, and appreciated.
“There’s nothing like being known,” says Phil.
And with tools like Clientbook in hand, they’re making that feeling scalable, one client at a time.
Want to learn more?
If you’re a jeweler looking to bring that same kind of relationship-building into your store, we’d love to show you how Clientbook can help. Book a demo or learn more here.
