Why Jewellery Retailers Are Turning to Clienteling

In the June edition of Professional Jeweller, we had the opportunity to shine a light on a topic that’s transforming the jewellery retail landscape: clienteling.

At Proximity, we believe that jewellery is personal. Buying a ring, necklace or watch isn’t just a transaction – it’s a moment that matters. Yet too many retailers are still relying on siloed systems and manual processes that fall short of the premium experience their customers expect.

That’s where clienteling comes in.

Why Clienteling Matters Now More Than Ever

Today’s customers want more than product, they want connection. Clienteling enables store teams to deliver personalised, high-touch experiences at scale, building loyalty and turning first-time buyers into lifelong customers.

In the Professional Jeweller article, we explore how Proximity is helping leading brands like Helzberg and the Anthony Nicholas Group (owners of Fields the Jeweller and Fraser Hart) move from reactive selling to proactive, data-driven service – and the results speak for themselves.

What’s Holding Retailers Back?

Before implementing Proximity, most jewellery brands we work with face three common challenges:

• Scattered data across multiple systems (POS, CRM, eComm) that makes it hard to see the full customer picture

• Inconsistent service between stores, making it tough to deliver a unified brand experience

• No post-purchase connection, meaning the relationship often ends once the sale is made

Clienteling solves these by giving store teams real-time insights and easy-to-use tools to engage customers — from personalised messages to follow-ups, appointments, and exclusive event invites.

The Results? Remarkable.

Since rolling out Proximity in 150 stores, Helzberg has seen a 281% increase in clienteling-attributed sales and a 176% rise in team outreach — resulting in over 4,000 additional transactions.

“Clienteling allows our associates to stay meaningfully connected with our customers. Proximity has helped us ease the administrative burden and instead focus on the connection.”
– Ryan Holm, DVP of Retail Innovation & Operations, Helzberg

Meanwhile, at the Anthony Nicholas Group, 15% of clienteling-attributed sales in 2024 came from a simple “thank you” message — showing just how powerful a small, personal gesture can be when delivered consistently.

“Proximity has become a vital tool in helping us elevate the experience we offer our clients.”
– Catarina Nery, CRM & Loyalty Manager, Anthony Nicholas Group

Clienteling Is the Future of Jewellery Retail

Clienteling isn’t just another tool — it’s a strategic shift. It removes friction, empowers teams, and keeps the customer at the heart of the experience. With Proximity, jewellery retailers are not only increasing sales, but also creating the kind of long-term relationships that drive brand love and loyalty.

Read the full article in the June issue of Professional Jeweller (pages 44–45):
https://www.professionaljeweller.com/e-magazines/june-2025

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