Many jewellery professionals deliver excellent in-store service but miss the opportunity to stay connected after the sale. Customers leave satisfied, but with no reason to think of your store again until their next major occasion. One of the simplest and most overlooked moments to reconnect is a birthday. Failing to acknowledge it can mean missing the chance to build loyalty, make a new sale, or remind them of a cherished purchase—especially if it was platinum.
A More Effective Approach
Set a reminder to follow up with customers on their birthday. This can be as simple as a handwritten note, a thoughtful email, or a personal message referencing a previous purchase. If they bought a platinum piece, mention it—platinum is a metal of longevity and significance, and the birthday message is a chance to reinforce those qualities. Make the message personal, not promotional.
Putting It Into Practice
Send a note that reads: “Happy Birthday, Emma. We hope your platinum bracelet continues to bring you joy. If you ever need it cleaned, checked, or would like to explore matching pieces, we’re always here.” Include an invitation to return, a care tip, or an offer of a complimentary service. This small gesture turns a transaction into an ongoing relationship.
The Impact on Engagement
Customers feel seen and valued when you remember something personal. This builds emotional connection and increases the likelihood of them returning—either to purchase, browse, or recommend your store. A well-timed birthday message shows care, not just commerce.
The Professional Advantage
Jewellery professionals who use follow-ups effectively create customer relationships that last beyond the showroom. Over time, this adds up to repeat business, referrals, and a reputation for exceptional service. The return on effort is high because it is rooted in genuine connection.
The Big Picture
“Brands that maintain personalised contact after purchase see a 20 to 40 percent increase in repeat engagement.” — McKinsey & Company, ‘The New Model for Customer Loyalty’
