In luxury retail, clienteling isn’t a one-size-fits-all strategy. The customer walking into your store for the first time should be approached differently than the one who’s been buying from you for years. Understanding who’s in front of you is the first step to building stronger client relationships—and ultimately, stronger sales.
Think of it like hosting a dinner party—you wouldn’t greet your best friend of 10 years the same way you'd welcome a new neighbor you’ve never met. Both matter. Both deserve your attention. But how you interact with each one will (and should!) feel a little different.
John Liebler, VP of Operations at Clientbook, with over 30 years of experience in the jewelry industry, breaks down how to adjust your clienteling strategy based on the type of customer in front of you, whether it’s your loyal VIP or a first-time visitor just dipping their toe into the world of fine jewelry:
Big-spenders: Personalized and anticipatory
These are your best customers—the people who come back again and again, spend thousands without blinking, and are often your biggest brand advocates. They honestly don’t need a lot of your attention, because they’re buying anyway.
What they want:
- To be recognized
- To feel like insiders
- To have a seamless, curated experience
- To be remembered (and appreciated)
How to approach them:
Treat them like individuals, not transactions
With big-spenders, the sale is almost secondary—it’s the relationship that matters. You should know their ring size, metal preferences, favorite designers, and even important dates like anniversaries or birthdays. Tools like Clientbook make it easy to track all of this info so you’re never starting from scratch.
Be one step ahead
Did they love a certain piece in your last collection? Give them a first look at the new one. Did they mention a daughter’s graduation coming up? Suggest gift ideas before they even ask. Anticipation is the key to impressing this crowd.
Make it feel exclusive
Private shopping appointments, early access to inventory, and personalized outreach all go a long way. These clients want to feel like VIPs—because they are.
The first-time buyer: Educational, supportive, and trust-building
On the flip side, you’ve got your first-time buyer. They may be excited but also uncertain. They’re probably not ready to drop $10,000 on a necklace just yet—and that’s okay.
Here’s something you might not realize: about 80% of the people who walk into your store won’t make a purchase that first visit. They’re browsing. They’re unsure. Maybe it’s their first time shopping for fine jewelry—or even their first time in a luxury retail environment.
But just because they didn’t buy today doesn’t mean they won’t buy tomorrow.
What they want:
- To feel welcomed and not intimidated
- To build trust with the brand and associate
- To feel informed and confident in their decision
- A reason to come back
These shoppers are just getting to know you. The way you engage with them now can determine whether they become one-time buyers or future big-spenders.
How to approach them
Capture key info early
Even if they don’t buy today, first-time visitors can become future VIPs. Ask if they’d like to be added to your client list so you can follow up with style suggestions, invite them to upcoming events, or let them know when new inventory arrives. Just be sure you’re offering value in return. Saying something like, “I’d love to send you a few styles based on what you liked today” is a lot more compelling than “Can I get your info?”
Start with education, not the hard sell
Instead of jumping into product features or price points, take the time to guide them. Walk them through different types of gemstones, explain settings, and help them understand what makes one piece different from another. The more they learn, the more confident (and invested) they’ll feel.
Create a comfortable environment
Luxury stores can be intimidating. Your job is to make the experience feel approachable, warm, and pressure-free. A great associate knows how to meet people where they are—no matter how much they’re spending.
Build the relationship with small gestures.
Send a thank-you message after their visit. Share a helpful article about gemstone care. Remember their birthday or anniversary next year. These subtle touchpoints and follow-ups help keep your store top of mind without feeling overly salesy.
One-timers: Re-engagement and relationship revival
This is an often-overlooked group, but they’re incredibly valuable: the one-timers. These are the shoppers who did make a purchase—but then disappeared. Maybe they bought an engagement ring and didn’t return the wedding bands. Or picked out a necklace as a gift and haven’t shopped with you since.
What they want
- A reason to return
- Reassurance that you remember them
- Discovery of new reasons to shop with you again
How to approach them
Dig into your data
Clienteling software like Clientbook can help you surface these shoppers based on purchase history. Look for gaps—who bought once and then went silent for six months or more? That’s your list.
Reconnect with relevance
Send a message that makes them feel remembered: “Hi Alex! Just wanted to say thanks again for buying with us last spring—if you loved that rose gold pendant, I think you’ll love the new pieces we just got in. Want me to send you a few options?”
Offer a reason to come back
It could be a seasonal event, a new collection, or a gentle reminder about care services for the piece they purchased. Whatever the angle, the goal is to revive the relationship—not guilt them into buying again.
Don’t wait too long
The longer you go without contacting a one-time buyer, the harder it becomes to re-engage. A simple post-purchase follow-up within the first 30 days is a great way to keep the connection alive and lay the groundwork for future visits. Or, better yet, follow the 2-2-2 strategy to keep things on track.
Clientbook makes clienteling easy at every stage of the customer journey
Whether you're managing a roster of VIP clients or just beginning to build rapport with new buyers, Clientbook was built for this type of flexible, intelligent clienteling.
With tools that let you:
- Track detailed client profiles
- Send personalized text messages from a store-branded number
- Log past purchases and preferences
- Set reminders for follow-ups, birthdays, anniversaries, and more
- Get AI-powered recommendations on what to show and say
...you’re not guessing who to contact or what to offer. You’re building real, revenue-generating relationships—at scale.
Final thought: A different approach, same goal
At the end of the day, whether someone is shopping for their fifth piece or their first, your goal remains the same: make them feel seen, valued, and inspired to return. Big-spenders want to feel like insiders. First-time buyers want to feel like they belong. And the best sales associates know how to meet both needs with authenticity and care.
By tailoring your clienteling approach to match where each customer is in their journey, you're not just making a sale—you’re creating a lasting connection. And that’s the true power of luxury retail.
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