By Megan Crabtree

The jewellery market is quickly evolving. To succeed, retailers must be prepared to adapt and innovate. Whether you’re a small independent store or a larger chain, the strategies you implement today will shape your success tomorrow. So, how can you ensure your business is ready to shine in 2025? Let’s explore some key ways to prepare now for the new year.

1) Invest in technology and automation

Investing in advanced technology and automation can streamline your operations and improve decision-making. Manual processes are time-consuming and prone to human errors, which can affect your bottom line.

Start by evaluating your point of sale (POS) system. Your POS should be more than just a cash register; it should be a strategic tool that automates tasks like inventory management, sales tracking, and customer relationship management. This allows you to focus on what truly matters—selling more jewellery.

Traditional POS systems often create inefficiencies in inventory management by assigning multiple stock numbers to similar products with minor variations, leading to confusion. For example, two versions of the same ring—one with SI clarity diamonds and one with VS clarity diamonds—would have different stock numbers, complicating product tracking.

Modern POS systems, like Crystal, have revolutionized inventory management by assigning a single stock-keeping unit (SKU) to each product while using stock codes to differentiate variations. This approach simplifies inventory tracking and enhances sales analysis, enabling better-informed purchasing decisions. For example, if you sell engagement rings, you might discover that a particular style ring with SI clarity melee sells 50 per cent more than the same ring with a VS clarity melee. With this insight, you can adjust your inventory to stock more of this ring style with SI goods, optimizing sales and reducing overstock risks.

Older systems, in contrast, would assign different SKUs to the same engagement ring—even though the only difference in the ring is the quality of the diamonds—so retailers then rely on vendor-style numbers to distinguish them. This method is prone to errors, especially when vendors could use the same code for the two engagement rings with different melee qualities. For instance, the vendor might assign the same vendor-style number to both rings while the retailer assigns two different SKUs to the rings. Such overlaps can cause significant errors in sales reporting, leading to distorted data that may misguide purchasing decisions and inventory management.

Crystal addresses these issues by using stock codes to manage variations like different diamond qualities under a unified SKU, ensuring accurate sales tracking and preventing the confusion caused by non-unique vendor-style numbers. This improves inventory efficiency and enables retailers to make smarter, data-driven decisions that maximize profitability.

Additionally, modern POS systems integrate with automated clienteling tools that handle customer interactions, such as appointment reminders, feedback collection, and targeted marketing campaigns. This automation reduces no-show rates, enhances customer experiences, and drives sales.

Additionally, while having these features built directly into your POS is ideal, modern systems can seamlessly integrate with automated clienteling tools like Clientbook or Podium. These integrations handle key customer interactions, including appointment reminders, feedback collection, and targeted marketing campaigns. Automating these processes reduces no-show rates, enhances customer experiences, and ultimately drives more sales.

By investing in the right technology and automation, you can reduce costly errors, improve operational efficiency, and make data-driven decisions that boost profitability.

2) Plan your in-store events strategically

In-store events are an effective way to drive foot traffic and boost sales, but not all events are created equal. While many retailers host numerous events throughout the year, doing the same thing repeatedly will reduce its effectiveness. To maximize the impact of your events in 2025, consider hosting fewer but more thoughtfully planned events.

Rather than hosting 20 events a year, aim for four high-impact events. Start planning three months in advance, giving your sales associates a full month to reach out to clients, schedule appointments, and prepare for the event. Consider offering a VIP pre-sale the day before the event to create exclusivity and excitement.

Personalizing the customer experience during these events can make a significant difference. For instance, if a customer sets up an appointment in advance, offer them an incentive such as $100 off their purchase. This attracts more qualified customers and increases the likelihood of closing sales.

Prepare for these appointments by understanding what the customer is looking for and having those items ready for them to view. Consider sending pictures or videos of the products ahead of time so the customer can refine their choices before the event.

By reducing the number of events and focusing on quality over quantity, you can create memorable experiences that drive higher sales and build stronger customer relationships.

3) Enhance the personalized customer experience

Today’s consumers expect a personalized shopping experience, and this trend will only grow stronger in 2025. Creating an emotional connection is key to driving sales and building long-term customer loyalty. Emphasizing personalization transforms the shopping experience, allowing customers to feel valued and understood.

Personalization goes beyond greeting customers by name—it involves tailoring every aspect of their shopping journey to meet their specific needs and preferences. One way to enhance personalization is to offer appointment-based shopping. Allow customers to set up appointments in advance and reward them with an incentive like a discount or a special gift. This approach improves the quality of customer interactions and leads to higher closing ratios. When a customer makes an appointment, you can prepare in advance, understanding their preferences and curating products that align with their tastes.

For example, if a customer is interested in a specific type of jewellery, you can prepare a range of options and even source additional pieces if needed. Consider adding personal touches, such as a nameplate to welcome them upon arrival. These small details contribute to a luxurious and personalized shopping experience, differentiating your store from competitors and encouraging repeat business.

4) Create a customer loyalty program

Loyalty programs help retain customers and encourage repeat purchases. However, to stand out in 2025, your loyalty program must be more than just a points system. It should be a carefully crafted strategy that rewards customers meaningfully and keeps them engaged with your brand.

Consider designing a loyalty program that offers exclusive benefits such as early access to new collections, invitations to VIP events, or personalized jewellery care services. The idea is to create a program that resonates with your target audience and offers real value.

Offer tiered rewards based on the customer’s spending level, with higher tiers receiving more personalized and luxurious benefits. This incentivizes customers to spend more while fostering a sense of exclusivity and appreciation.

By creating a loyalty program that goes beyond the ordinary, you can build a community of loyal customers who feel strongly connected to your brand. This loyalty translates into repeat business and word-of-mouth referrals, helping you sell more jewellery in the long term.

5) Collaborate with influencers and brands

Influencer marketing is a powerful tool for reaching new audiences. Collaborating with influencers and brands can expand your reach and tap into new customer segments.

Consider hosting an influencer day at your store, where influencers are invited to try on and showcase your latest collections. This generates organic content that can be shared across social media platforms, increasing your brand visibility. To incentivize influencers, offer them exclusive perks such as discounts or gifts in exchange for posting and tagging your store.

In addition to influencers, explore partnering with complementary brands to create unique offerings. For example, you could collaborate with a high-end watch brand to create a bundled package that includes both jewellery and a luxury timepiece. Such collaborations can attract new customers who are already fans of the partner brand, driving additional sales for your store.

As we look toward 2025, it’s clear that success in the jewellery retail industry will depend on your ability to adapt, innovate, and connect with customers on a deeper level. Each strategy plays a role in preparing your business for the future, from investing in advanced technology and automation to enhancing the personalized customer experience.

In anticipation of the year ahead, ask yourself: How can you create a shopping experience that will exceed your customers’ expectations? The answer to this question will guide you on your journey to success in 2025 and beyond.

Megan Crabtree is the founder & CEO of Crabtree Consulting, a boutique consulting firm with a proven track record of successfully growing jewellery retailers and manufacturers for over two decades. Known for their unique data-driven approach, they flawlessly identify barriers and create tailored growth opportunities, fueling unprecedented success and helping clients reach their goals in the industry.