Building Customer Loyalty Through Services and Custom Jewelry: Insights from Harold Dupuy

In a recent episode of Across the Case, William Jones IV, founder of Jewellink.com and JewelrySalesAcademy.com, interviewed Harold Dupuy, Vice President of Strategic Analysis at Stuller, Inc., about how repair services and custom jewelry can drive customer loyalty and store traffic. Their discussion highlighted the importance of offering valuable services that build trust and foster long-term customer relationships.

👉 Learn more about Stuller’s innovative solutions at Stuller.com.

Three Recession-Proof Categories in Jewelry

Harold identified three categories that consistently perform well, even during economic downturns:

1. Bridal Jewelry: Love and commitment never go out of style, making engagement and wedding rings reliable bestsellers.

2. Repair Services: Essential services like resizing, polishing, and chain repairs bring customers back to the store regularly.

3. Custom Jewelry: Personalized, one-of-a-kind designs create emotional connections and increase customer loyalty​.

These categories not only drive traffic but also create lasting relationships with clients.

Repair Services: A Gateway to Customer Trust

Repair services are often the first point of contact for many customers. Harold noted that for stores with annual revenues around $2 million, repairs can account for up to 45% of store traffic. While the revenue from individual repairs may seem minor, these interactions build trust and often lead to larger, high-value purchases, such as engagement rings or diamond upgrades​.

How to Grow Your Repair Business

William and Harold shared practical strategies to enhance your repair services:

• Streamline Operations: Ensure quick, reliable service with clear communication about repair timelines.

• Promote Repairs: Use marketing campaigns to highlight services like chain repairs or ring polishing to bring in new customers.

• Build Relationships: Repair services provide an excellent opportunity to establish trust, making customers more likely to return for major purchases​.

Custom Jewelry: Creating Unique Customer Experiences

Custom jewelry offers customers the chance to create a piece that’s truly their own. Harold explained how custom designs—such as reimagined heirlooms or bespoke engagement rings—enhance the emotional value of a purchase and solidify customer loyalty. These personalized pieces often become family treasures, further strengthening the connection to your store​.

Virtual Try-Ons: A Game-Changer for Engagement Rings

Harold highlighted the rise of virtual try-ons, noting that nearly 26% of brides now use this technology to choose their engagement rings. Virtual try-ons allow customers to visualize their purchases and create a more interactive, memorable shopping experience, which boosts confidence and increases sales​.

Building Trust Through Exceptional Service

William and Harold emphasized that trust is the cornerstone of a successful jewelry business. Whether through repairs, custom work, or personalized service, exceeding customer expectations creates positive experiences that lead to repeat business and referrals.

Conclusion: Elevate Your Business with Services and Custom Jewelry

By focusing on services and custom jewelry, jewelers can attract new customers, build lasting relationships, and differentiate themselves from competitors. Repair services, in particular, offer a reliable way to establish trust, while custom work creates deep emotional connections that keep customers coming back.

Ready to take your store to the next level? Visit Jewellink.com to explore tools and resources tailored to jewelry businesses. For innovative solutions, visit Stuller.com.