Over the past decade, the retail landscape has experienced remarkable change.

The rise of e-commerce, shifting consumer expectations, social media marketing, economic uncertainty, and rapid technological advancement have transformed the way jewellery businesses operate.

Retailers today face challenges and opportunities that, in some cases, would have seemed unimaginable just 10 years ago. Amid all this head-spinning change, some fundamentals have remained steadfast.

For the past decade, I’ve written about practical advice and proven strategies for jewellery retailers across Australia. 

Over the years, these columns have tackled the issues that matter most: building stronger customer relationships, developing effective sales teams, improving profitability, embracing change, and creating businesses that stand the test of time.

To celebrate 10 years as a contributor to this magazine, I’ve revisited some of the most popular and widely read columns published in Jeweller.

While the examples and circumstances may reflect different moments in retail history, the underlying lessons remain as relevant today as when they were first published.

Indeed, while the retail world continues to evolve, the principles of success rarely do.

Understanding your customers, investing in your people, delivering exceptional service, and maintaining a clear business focus are timeless foundations of a successful jewellery business.

So, with that said, let’s reflect on the past decade and remember an important lesson: operating a great retail business never goes out of style.

Just keep swimming!

Running a jewellery store can be challenging, and getting stuck in a routine is easy to do.

It’s easy to get blindsided by challenges in your business, especially those that you never thought you would have to handle.

When cash flow isn’t consistent, sales go into hibernation, advertising stops working, and customers are bored, what should a jewellery retailer do?

Consider employing the following strategies to improve your focus and build confidence when you feel overwhelmed by your workload or your business is ‘treading water’. While the retail landscape continues to evolve, these practical approaches remain as relevant today as ever.

Raise the bar

Successful retailers are forward-thinking planners who set written operating standards for every area of their business.

These standards help everyone do their jobs better and allow owners and managers to easily measure store performance at every level.

Your business needs written standards and expectations for customer service, training, associate appearance, and use of personal social media and digital communication channels.

Brainstorm any additional standards that make sense for your store. Expectations should always be specific, attainable, and measurable.

Remember, what gets measured gets done!

Challenge the status quo

The ‘comfort zone’ is lethal to every business. The moment you hear your associates start to say things have ‘always been done a certain way’, you’re in trouble.

Retail is a constantly changing environment, and your business can’t afford to stand still. It’s common for successful retailers to repeat yesterday’s actions, which proved successful; however, that can lead to problems.

Exploring new areas is a great way to promote internal improvement. Attend a trade show that sounds interesting. Join a Facebook group or online retail community to swap stories with other retailers.

Consider hiring a consultant or personal assistant to implement those changes you have talked about for years but have yet to make. Sometimes an outside perspective is all it takes to uncover new opportunities.

Stop chasing perfection

Are you one of those business owners who proudly tell others that you are a perfectionist?

Do you constantly compare yourself to others or your store to the competition?

Do you focus on your flaws instead of your strengths? Do you think there is a way for everyone who works for you to do it better? It’s time to stop!

I know you’re willing to do whatever it takes for your store to succeed; however, sometimes, you must give yourself a break. Running a retail store is hard work.

There’s no right way to do anything and many people open new stores every year and fail. If you’re still operating, you’re clearly doing something right – so don’t torture yourself with needless comparisons. Progress is more valuable than perfection.

Break the routine

Simple things can make a big difference. What you do doesn’t have to be rocket science; it just needs to take you out of your routine.

Marks and Spencer commissioned a study which found 96 per cent of people described themselves as living on ‘autopilot’.

Ruts and routines can squash your creativity.

To combat this in your life, take the ‘do something new each day’ challenge for 30 days.

I highly recommend the challenge for jewellery store owners - it’s rewarding.

Keep a notebook so you can reflect on any new things you try. Whether it’s trialling a new sales technique, exploring a new technology, or simply changing your daily routine, fresh experiences can spark fresh ideas. The 30-day challenge has reaped benefits for us both personally and business-wise.

Leading with purpose

Once upon a time, retailers competed only for the business of their customers. Today, they need to compete for their hearts. People choose to shop at one store over another for many reasons, and a significant factor in this decision-making process can be the store’s charitable impact.

In modern retail, supporting a cause has become mandatory! Customers increasingly want to support businesses that reflect their own values and contribute positively to their communities.

Sometimes, you choose a cause; sometimes, the cause chooses you. You may already be working with a charity, or perhaps you’re open to new causes. If you’re unsure where to start, ask your customers which charities operate in your area.

The best time is today

“Don’t wait too long. Your kids will only be little once; your spouse deserves your attention, and your dog needs to be walked.

“Business is important, but it’s not everything. No one on their deathbed ever said, ‘I wish I had spent more time at work.’”

These words were written long ago and hang on a sign in my office to remind me of what’s really important.

Don’t wait for the right time to change your business approach; something will always get in your way.

If you’re unsure where to begin, try one of these ideas at a time – the most important thing is that you start today!

Listen & Learn

While retail trends, technology, and consumer expectations continue to evolve, one principle remains unchanged: businesses that listen to their customers are the most likely to succeed.

The challenge isn’t collecting feedback, it’s asking the right questions and acting on what you learn.

Retailers can obtain useful information when asking customers for suggestions. Ask: “What one thing could we do to improve our customer care?”

Customer care is often overlooked, yet it’s the one area consistently at the top of everyone’s wish list. No consumer wants to be ignored, and no retailer wants to offer poor service; however, both still happen far too often. Customers say that shopping is sometimes too much of a hassle.

Stores are hard to shop in, and customers can’t find the items they want to buy or even a knowledgeable staff member when they need one.

Retailers seeking to appraise the quality of service in their stores should consider the following ideas.

Listen in person

Invite 15 customers to participate in a focus group, but set the room for 10. It’s always better to bring in extra chairs than to leave seats empty, as it makes the meeting seem even more important.

Hold the focus group in-store and make sure there’s an impartial third party to run it – it can be hard to remain objective when shoppers give negative feedback, but retailers who get defensive about criticism will only shut down discussion.

Perhaps observe the session from behind closed doors, or video it and watch later.

Serve refreshments and provide a list of questions for the presenter to keep the conversation moving.

Participants should receive a gift of at least $100 for participating. You may also want to include a jar candle or other small gift.

Build a sounding board

Similar to a corporate board of directors, retailers can meet with an advisory board once a quarter to discuss implemented strategies and changes, as well as future ideas.

Choose a diverse group of people spanning different generations.

Make feedback easy

Station yourself near the front door and politely ask customers as they are leaving whether they found everything they were seeking. `

Exit interviews are great for identifying the products that customers wish you carried, and you’ll be able to save a few sales when customers find you do have what they need but didn’t find.

Place ‘Tell us what you think!’ cards at the store’s POS counter and any other service counters. Include these cards in the purchase packaging and make a feedback form available to website visitors.

You may also wish to offer a digital option for customers who prefer to share their thoughts online.

Cards are helpful for time-starved customers who have something to say but are too short on time to stop and talk.

Feedback from staff can be as valuable as feedback from customers, so ask the sales team to jot down anything they’re hearing from customers on the sales floor. Give each staff member a small notebook to record their comments and discuss them during store meetings.

Ask the one question that matters

Retailers can obtain useful information when asking customers for single suggestions.

I call this the ‘Big Question’, and it works as follows: “What one-way thing could we do to improve our customer care?” or “What one service would make it more convenient to shop here?” or “What in-store event would you like to attend?”

Customers must put thought into their answers to ensure constructive suggestions. Don’t be surprised if shoppers focus on the same topic.

This is a good thing – if it’s positive feedback, then it’s one more thing to brag about, and if it’s negative, then you know exactly what to fix.

The ideas above are designed to help you find out how your business scores on customer service, but they will also help you grow your business.

After asking customers for their input, retailers must make sure they use the information they have gathered.

When implementing customer suggestions, let them know.  Post their responses on a ‘customer interaction’ bulletin board inside the store and share what has been implemented on social media pages, the website and the store newsletter.

The most valuable feedback is the feedback that leads to action.

When customers can see their ideas shaping the business, they become more invested in its success.

Knowing your customers and what they want will keep merchandise fresh, promotions fun and sales ticking over.

Big Ideas To Drive Sales

If there’s one lesson retailers have learned over the past decade, it’s that change is inevitable.

Consumer habits shift, new competitors emerge, technology evolves, and unexpected challenges arise.

The jewellers who thrive are rarely the ones who predict every change. They’re the ones who prepare for it.

Running a jewellery business is one thing, and ensuring the business is adaptive to changing times is another.

When things were “normal” before the pandemic, customers shopped in strange patterns, and their choices were not divided equally among retailers.

Today, customer behaviour continues to evolve, but one reality remains: if you want to attract more customers, you need to do more.

You have competition everywhere vying for customers’ attention. What are you doing about it? Opening your doors is not enough; you need to be ready with events on your calendar.

Create reasons to visit

An open house is always a good idea, and so is a grand re-opening. More importantly, create a steady stream of events that give customers a reason to engage with your business.

Consider the holidays and plan for them. If you sell online or on social media, you also need to make a plan for those channels. Keep going and add events for each month of the year.

Plan each event, buy products as needed, and get your staff involved. Remember, in-store events do not automatically mean a sale, although that’s an option.

You can do demos, seminars, trunk shows, pop-ups, supplier days – your options are endless.

Invest in your people

You’ll save more sales if you train staff to politely suggest an exchange or a gift card before offering a refund. You can’t do everything by yourself; you need a strong staff to back you up.

Be specific about what you need and upfront about what is required to do the job.

Customer expectations continue to evolve, and your team must understand exactly what great service looks like.

Don’t hold back, it’s time to sell. Hold product training sessions and deliver exemplary customer service at every customer touchpoint.

Update your staff frequently on what’s happening in-store, and commit to a training schedule that runs year-round.

Adopt a ‘buddy system’ and partner new staff with seasoned pros to mentor them as they learn the business.

Protect your best sellers

Every jeweller should have a ‘Never Out’ list of things you always have in stock.

During peak times of the year, this list takes on an even larger significance when stock runs out and you realise these items can literally make or break a sale.

Your POS system may create this list for you, but make sure to do frequent stock counts on the sales floor to ensure your list is correct.

Turn gift cards into opportunities

Gift cards are your secret weapons. Yes, gift cards. That’s because a study found retailers who switch from paper gift certificates to plastic gift cards increase card sales from 35 per cent to 50 per cent.

There’s more: 55 per cent of gift card recipients take more than one shopping trip to spend the card’s balance – that’s good news.

But beware: a gift card or certificate presented in a boring paper sleeve or envelope doesn’t look like much, even if it’s for big bucks, so package your gift cards with a look that’s unique to what you sell.

Whether physical or digital, gift cards remain one of retail’s most effective tools for introducing new customers to your store.

Since many shoppers prefer contactless transactions these days, also offer electronic gift cards.

Make returns customer-friendly

If your competitors accept returns and exchanges but your policy screams “NO!”, customers will go somewhere else to shop.

If you don’t have a return policy, here’s a good place to start: “Returns and exchanges gladly accepted within ‘X’ days.

You’ll save more sales if you train staff to politely suggest an exchange or a gift card before offering a refund. A fair and transparent returns policy builds confidence before the sale is even made.

Have a markdown strategy

You have products sitting on shelves for months at a time, and inventory that isn’t moving ties up valuable cash flow.

A markdown plan for every product line is a smart idea. You need to determine which merchandise will be discounted, by how much, how it will be signed (numbers work better than percentages), and where it will be displayed on the sales floor.

Unless you are having a big sale, displaying clearance items near the back of the store allows shoppers to pass through new product displays to get to it.

Getting exhausted from reading this?

Being a retail jeweller has always meant long hours, juggling tasks, and putting out fires.

Today’s retailers are also balancing online sales, social media, digital marketing and changing customer expectations. Trust me, having a game plan makes it easier. The more prepared you are, the easier it becomes to adapt when the next opportunity or challenge arrives.

Success in today’s jewellery industry isn’t about working harder – it’s about working smarter. The retailers who continue to grow are those who plan ahead, invest in their people, stay connected with customers, and remain flexible when circumstances change.

Change is inevitable, but with the right game plan, your store will be ready.

10 years from now?

Looking back across a decade of business advice, one thing becomes clear: while the retail environment never stands still, the foundations of success remain remarkably consistent.

The advice featured in this collection was written during different moments in retail history Some were shaped by economic uncertainty, others by changing consumer habits, technologies, and even a global pandemic. Despite the challenges, the advice continues to resonate because it is built on principles that never go out of style.

Successful retailers set clear standards, embrace change, listen to their customers, invest in their staff, and create meaningful reasons for people to choose their businesses. They understand that growth comes from continual improvement, not standing still. Most importantly, they recognise that retail will always be a people business.

Over the past 10 years, jewellery retailers have adapted to online selling, social media, digital marketing, changing customer expectations, and countless other shifts in the marketplace. The next decade will undoubtedly bring even more change. New technologies will emerge, shopping habits will evolve, and fresh opportunities will appear for those willing to embrace them.

What won’t change is the importance of trust, relationships, exceptional service, and a commitment to understanding what customers truly value. Hopefully, these lessons inspire the next generation of retail success stories.

And as for what the next decade holds? Your guess is as good as mine! One thing is certain, however: retail will continue to surprise us.

I’ll see you at the end of the next decade to compare notes. Who knows what’s in store?

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