As tariffs climb and economic uncertainty drags on, independent jewelers are feeling the pressure. Gold prices are climbing. Margins are shrinking. Inventory is harder to predict. And in the middle of all that, store owners are left wondering: What am I supposed to do about it? You know, aside from tearing your hair out…
Here’s the truth—you can’t control tariffs. But you can control how close you are to your customers.
Strong client relationships are the one thing tariffs can’t touch. And they just might be your most powerful defense against economic volatility.
Now’s the time to hone in on client relationships
When the market is unpredictable, the jewelers who stay steady are the ones who double down on service, connection, and consistency. They don't spiral into panic mode. They stay close to the clients who already trust them, and they stay proactive about creating new loyalists along the way.
Here are five specific ways to do that—most of them cost you nothing, but all of them will make your business stronger no matter what the economy throws your way.
1. Strengthen client relationships through personalized follow-up
It’s tempting to blame the economy when traffic slows or sales dip—but the most effective jewelers don’t just wait for shoppers to walk through the door. They reach out.
Personalized clienteling—checking in with a client about their wishlist, reminding them of an upcoming birthday, or letting them know a new piece just arrived—makes customers feel valued, not sold to. It’s the kind of attention that builds long-term loyalty, especially during times of uncertainty.
According to Bain & Company, increasing customer retention rates by just 5% can lead to a profit increase of 25% to 95%, underscoring the substantial impact of maintaining strong customer relationships.
That kind of result doesn’t require a large marketing budget. Just intention, consistency, and the right clienteling tools to make it manageable.
2. Communicate transparently when prices change
No one likes telling a customer that prices have gone up—but avoiding the conversation only erodes trust. The better approach? Be honest. Be proactive. And be human about it.
Clients are far more understanding when they know what’s going on. If tariffs or supply chain shifts are impacting pricing, explain that. Give them a heads-up before major changes. If a client has been eyeing a piece that’s about to be repriced, shoot them a quick message: “I just wanted to let you know this item will be going up next month—thought you might want to grab it before then.”
That kind of message shows customers that you’re looking out for them. And it matters. According to survey data from the Edelman Trust Barometer, 86% of consumers say transparency from companies is more important than ever.
3. Equip your sales team to lead with service
When times are tough, sales teams often slip into panic mode—either becoming overly pushy or backing off altogether. Neither approach works.
Instead, focus on empowering your team with both smart tools and a solid mindset. Teach them how to lead with service, not price—helping each client find the perfect piece for their moment, not just pushing the most expensive option in the case.
Give your team access to clienteling tools like Clientbook, where they can pull up client profiles, note preferences, and tailor recommendations accordingly. That’s where the real magic happens: one Clientbook jeweler, Audrey Willis of Willis Fine Jewelry, reported that after enabling their team with client data, their close rate improved dramatically, not because they changed what they sold, but how they sold it.
“It’s easy for us to create a meaningful connection because we take the time to get to know our clients past their jewelry needs. Clientbook has made the connection between our clients stronger because of how easy it is to reach out and get a response.”
4. Clean up your customer data and use it
When you’re overwhelmed, it’s easy to put off things like updating client info or tracking preferences. But that messy database could be costing you sales.
If your team doesn’t know what a customer bought last, when their anniversary is, or what pieces they’ve looked at recently, you’re losing opportunities. On the flip side, businesses that use client data effectively see an increase in retention among top-tier clients.
Now is the time to get organized. Centralize your data. Make sure every associate knows how to use it. That way, when it’s time to reach out, the message can be relevant, thoughtful, and personalized—not just another generic sales pitch.
5. Make every in-store experience memorable
You may not be able to compete with big box pricing, but you can outdo them in experience. In fact, a recent study found that nearly three-quarters of U.S. consumers said they would buy their favorite brands, even if prices “skyrocket tomorrow.”
So ask yourself: is your store warm and inviting? Are clients greeted by name? Is their favorite designer or style remembered? Do they feel like the visit was tailored to them—or just another transaction?
The little things—complimentary cleanings, personalized styling tips, even remembering a customer’s spouse’s name—can make a massive difference. Clienteling tools can help track those details and prompt your team to act on them in meaningful ways.
Final thoughts
Tariffs and inflation are real, and they’re not going away anytime soon. But they don’t get to decide how your store performs. You do.
By focusing on what is in your control—your relationships, your team, your data, and your in-store experience—you position your business to not just survive uncertainty, but to thrive in spite of it. And when you have a tool like Clientbook supporting you behind the scenes, staying proactive becomes second nature. Want to see how? Let us give you a clienteling consultation session to see what we can do for your store.
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