Customer Service Tips for Top Sales Catering to Shoppers at

Jewelry Stores

By Carimé Lane

Ina Marjakangas , owner of Coast Boutique in Lauderdale By The Sea, Fla., is a veteran in jewelry business, with a background in high end jewelry, and experience as a professional trainer.

The employees they’re currently hiring do not have a jewelry background. Since they carry mid-level jewelry, there’s not as much on the line, expressed Marjakangas. With that in mind, the first aspect of training employees in her 1,200-square-foot shop is to get them comfortable with the jewelry, and knowledgeable about the key points relating to the pieces.

“Someone who’s never worked with jewelry before might be a little intimidated,” said Marjakangas.

Training staff on how to romance a piece of jewelry is also paramount. Romancing is not about the mechanics of a piece, such as explaining that a piece is made from sterling silver or rhodium plated and so on. It’s about connecting the piece to an emotion, expressed Marjakangas. “It’s about thinking of that piece in the future and enjoying that moment,” she continued.

For instance, sales staff can tell a customer: “Imagine what your friends will say; everyone will ask where you got that.” or “This piece brings out the blue in your eyes.”

“[When you romance a piece,] you’re setting the stage for the customer is to imagine themselves in the future,” said Marjakangas. “How do you walk away from something like that?”

Staff also need to be trained on getting comfortable interacting with customers. That’s because when customers as trying on jewelry, staff are interacting with them on an intimate level Marjakangas explained.

Since they’re located in a seaside village just off Fort Lauderdale, the vibe is very relaxed and easy going. To create a store environment to match this setting, Marjakangas likes to engage all five of a customer’s senses, “so the minute they walk in the mood is set.”

To make the store visually appealing, she thinks about aspects including lighting and merchandising, where she always keeps flow and story top of mind.

Everyone’s greeted the moment they walk in the door

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