The S.A.L.E.S. process is Koser Jewelers' structured approach to every guest interaction. It is guest-oriented, not product-oriented — your goal is always to understand the guest first and present solutions second.

S — Square In on the Guest

"The guest buys you first, then the store, and then the product."

Welcome guests in a fun and engaging way. Never open with "May I help you?" — it invites an instant "No." Instead, come out from behind the display case, make eye contact, and use an open-ended or observational opener.

A — Assess Their Wants and Needs

Build a relationship. Listen more than you talk — the guest will tell you exactly what to show them. Capture their "power phrases" and adjectives so you can use their own words when presenting product.

• Ask open-ended questions: "Who are you shopping for today?" / "Is this for a special occasion?"
• Listen and pick up on what the guest wants — probe to confirm.
• Read the guest's style — if they wear gold, show them gold.
• Do a needs analysis: type of guest, occasion, recipient, and budget signals.
• Establish touch-points with concurrence questions: "You said you're looking for something simple — is that right?"
• Never profile guests — every guest receives the same level of service.

Key takeaways: Listen for occasion, product type, recipient, and potential add-ons. Do not move to presenting product before you have confidence you understand their needs.

L — Lead Them Through a Koser Jewelers Experience

Present with the Feature → Function → Benefit method. Always go back to the guest's story and their power phrases.

E — Eliminate Objections

Recognize concerns and empathize immediately. Address objections early — don't wait until the close. The first step is always to listen, then clarify, then offer the solution.

• Listen & assess — Paraphrase the objection: "I can understand that..." Probe to find the real concern.
• Offer the solution — Respond and overcome: "Our goldsmiths can help with that. If there's ever an issue with sizing in the next five years, we'll take care of it."
• Close — Once resolved, gain agreement: "Does that help with your concern?"

Key: Reiterate value before moving to any discretionary discount. Never treat objections as unjustified. Never say "As I said..." or "As you know..." — these put guests on the defensive.

The three main types of objections: Price, Need (not sure it's right), and Urgency (I'll come back). Price is often a signal of other concerns — probe first.

S — Secure the Sale

When closing: summarize features and benefits, then ask for the sale — and stop talking. Guests rarely ask to proceed on their own.

After the sale: thank the guest, explain next steps, and always collect contact information for clienteling. Every guest is a lifetime relationship, not a single transaction.

Gold Purity — Karats & Stamps

Gold is measured in karats (K), with 24K being the purest at 99.9% gold. The stamp indicates the percentage of gold in the alloy. The U.S. minimum to be sold as "gold" is 10K.

Note: KP (Karat Plumb) such as 14KP means the gold content is exactly that karat, not merely "at least."

Gold Colors & Their Alloys

• Yellow Gold — Pure gold alloyed with copper and silver. Higher karat = more yellow.
• White Gold — Gold mixed with palladium, nickel, or silver. Has a slight yellowish tint on its own; almost always rhodium-plated to achieve bright white finish.
• Rose Gold — Significant copper alloy gives the pinkish-red hue. More copper = deeper red. A small amount of silver may be added to lighten the shade.
• Green Gold (Electrum) — Naturally occurring gold and silver alloy; produces a subtle greenish-yellow tint.

Rhodium

Rhodium is a rare platinum-family metal that is too brittle to use on its own. It is used exclusively as a plating metal. Key facts for guests:

• Gives white gold its bright, brilliant white shine and a harder, more scratch-resistant surface.
• Also used on sterling silver to prevent tarnishing, and to create hypoallergenic surfaces over alloys that contain nickel.
• Important: Rhodium plating is very thin and wears off over time — especially on rings. Plan to re-plate every 1–3 years to maintain the bright white luster.

Silver Stamps

• Sterling Silver (.925 / 925) — 92.5% pure silver, 7.5% other metals (usually copper). Most common.
• Fine Silver (.999 / 999FS) — 99.9% pure silver; very soft, used for fine jewelry and bullion.
• Coin Silver (.900) — 90% silver; historically used for US coins.
• German Silver — Misleading name; contains no silver. It is copper, nickel, and zinc.

Platinum Stamps

• 950 Plat / PLAT — 95% pure platinum. Most common for fine jewelry. Naturally white, hypoallergenic, very durable.
• 900 Plat — 90% pure platinum.
• 850 Plat — 85% pure platinum.

Fake & Misleading Stamps — Know the Difference

• Gold-Filled (GF) — e.g., "1/20 14K GF." Base metal with thick outer gold layer bonded to it. Not solid gold.
• Gold Plated (GP) / Gold Electroplate (GEP) — Very thin gold layer applied chemically or electrically. Wears off easily.
• Heavy Gold Electroplate (HGE) — Slightly thicker plating than GP; still not solid gold.
• Silver Plated (SP) — Thin silver layer over base metal.
• Vermeil — Thick gold plating over a sterling silver base. Higher quality than GP but not solid gold.

Diamond Basics

• Diamonds rate 10 on the Mohs Hardness Scale — the hardest natural substance.
• "Diamond" comes from the Greek word adamas — "unconquerable."
• Diamonds are the April birthstone and recommended anniversary gift for 10, 25, and 60 years.
• Pure carbon; arrangement of atoms is nearly perfectly symmetrical.
• Only 20% of mined diamonds are gem quality — most are used industrially.
• Diamonds are mined in 20+ countries; eight countries produce ~95% of supply: Russia, Botswana, South Africa, Angola, Australia, Canada, Congo, and Namibia.
• Diamonds can only be damaged by other diamonds and by intense flame.

The 4 Cs — Grading Characteristics

Cut — the most important C. 60% of a diamond's value is based on cut quality. Cut determines how the diamond captures and returns light.

• Brilliance — total intensity of light reflected from internal and external surfaces.
• Dispersion (Fire) — splitting of white light into spectral colors.
• Scintillation — the sparkle effect from brilliance and dispersion during movement.
• Three styles: Brilliant cut (triangular/diamond-shaped facets in a circle), Step cut (trapezoidal facets in rows — Emerald, Asscher), Mixed cut (combination).
• If too shallow, light escapes through the pavilion. If too deep, light escapes through the sides. Ideal cut returns light through the table.

Color — graded D (colorless) to Z (light yellow/brown). Most U.S. sales are G–L. Fancy colored diamonds (yellow, blue, pink) are graded by hue, tone, and saturation.

Clarity — blemishes are surface irregularities; inclusions are internal. Graded FL, IF, VVS1/2, VS1/2, SI1/2, I1/2/3. Only 2% of gem-quality diamonds are Flawless. SI1 is often eye-clean — great value.

Carat — 1 carat = 1/5 gram = 100 points. A 0.75ct diamond = 75 points. Weight fractions: 1/4 ct refers to 0.23–0.29ct range. Always clarify center stone vs. total diamond weight (TDW) for the guest.

Ideal Proportions by Shape

Remember: a guest may value a look (elongated Emerald) more than technical ideals. The guest's priority always outweighs technical specs.

Lab-Grown Diamonds

• Identical chemical and optical properties to natural diamonds.
• Two production methods: HPHT (High Pressure, High Temperature — mimics earth conditions) and CVD (Chemical Vapor Deposition — carbon gas deposits onto a diamond seed at moderate temperatures).
• Require advanced gemological lab testing (GIA) to distinguish from natural — strain patterns, trace elements, fluorescence, and phosphorescence differ.
• Key distinction for guests: Lab-grown diamonds have little to no intrinsic value — supply expands to meet demand and prices have declined massively since market entry. Natural diamonds retain value scarcity.
• Lab-grown are not ecologically neutral — production requires significant energy and generates greater carbon emissions than mining.

Grading Laboratories

• Many labs exist with very different standards. Budget labs (used by large box retailers) frequently overgrade by one to three letter/clarity grades.
• GIA (Gemological Institute of America) — the gold standard for diamond grading. When we sell GIA-graded diamonds, guests can trust the report.
• AGS was a respected lab but consolidated with GIA in 2023.

Conflict Diamonds & the Kimberley Process

Koser Jewelers takes conflict diamonds seriously. We require vendors to certify that diamonds are from legitimate, conflict-free sources. The Kimberley Process Certification Scheme sets international standards for rough diamond import/export — today 99%+ of the world's diamond supply is certified conflict-free. Our message to guests: "Koser Jewelers does not sell conflict diamonds and our suppliers adhere to the Kimberley Process."

Diamond Security

• No more than 3 diamonds out at one time. This limits confusion for both the guest and you.
• Always weigh diamonds after showing and returning to the diamond wallet.
• If there is less than a 0.10ct difference from expected weight, check girdle inscriptions immediately.

Popular Colored Gemstones

• Ruby — Red corundum. Mohs 9. July birthstone. Heat treatment is industry standard and acceptable.
• Sapphire — Blue (and other colors) corundum. Mohs 9. September birthstone. One of the most durable gems for daily wear.
• Emerald — Green beryl. Mohs 7.5–8. May birthstone. Almost always oiled to improve clarity — this is accepted industry practice.
• Amethyst — Purple quartz. Mohs 7. February birthstone. Affordable and accessible.
• Morganite — Pink beryl. Very popular in rose gold settings. Durable and feminine.
• Aquamarine — Blue-green beryl. March birthstone. Very clean and durable.
• Tanzanite — Deep blue-violet. Mohs 6.5–7. Found only in Tanzania. December birthstone.
• Opal — Mohs 5.5–6.5. Beautiful play of color. Never put in ultrasonic cleaners. Requires care.
• Tourmaline — Wide color range. Mohs 7–7.5. October birthstone (with Opal).
• Peridot — Olive green. Mohs 6.5–7. August birthstone.

Engagement Rings

Our most significant category. Always ask about lifestyle — an active guest needs a lower-profile setting. Key elements: center stone, metal type, setting style (solitaire, halo, three-stone, side-stone), and band width. Discuss ring sizing and our resizing policy at point of sale.

Wedding Bands, Necklaces & Earrings

• Wedding bands: Plain/comfort-fit, diamond eternity or half-eternity, and matching bridal sets.
• Chain lengths: 16" choker · 18" collarbone · 20" below collarbone · 24" mid-chest · 30" below chest. Always use a display board to show lengths to the guest.
• Earrings: Studs, drops/dangles, hoops, huggies, jackets. Post types: friction, screw-back, push-back, leverback, hook. Guests with sensitive ears: recommend gold (14K+) or platinum posts to minimize irritation.

Bracelets & Watches

Bangles, cuffs, tennis, charm, and link bracelets. Measure the guest's wrist and add 0.5"–0.75" for comfort. For watches and timepieces, refer to the Timepieces module.

Jewelry Care for Guests

• Put on jewelry last, after applying cosmetics, scents, and lotions.
• Warn against wearing diamond jewelry for strenuous sports or household chores.
• Recommend lower-raised settings for active lifestyles (hairdressers, nurses, etc.).
• Bring jewelry in for professional cleaning and inspection every 6–12 months.
• Avoid: chlorine, ultrasonic cleaners for opals/emeralds, and fingerprinting loose stones — use tweezers or pincers.

"A watch is something someone wears to tell time. A timepiece is something more. It tells a story about its wearer. At Koser Jewelers we are explicitly focused on providing quality timepieces to our guests."

Types of Movements

Critical Rule: Manual Wind Date Setting

Never set the date when the time on the timepiece is between 9 p.m. and 2 a.m. The date-changing mechanism is engaged during this window — setting the date then can break the delicate teeth. Always advance past 2 a.m. before setting the date. Also: always rotate the time forward (clockwise) — never backward.

The four greatest threats to mechanical/automatic timepieces: Moisture, Heat, Shock, and Magnetism.

Swiss Brands to Know

Japanese Brands to Know

Timepiece Presentation Standards

• Always present on a counter pad — shows value, protects the piece, and is a natural place for the guest's existing timepiece while they try.
• Use a polish cloth before placing on the guest's wrist — removes fingerprints, improves dial visibility.
• No more than 3 timepieces out at one time.
• Place the timepiece on the guest's wrist yourself — this is an elevated service moment.
• Review: movement type, strap/clasp, crystal type, chronograph use, any special/limited edition status.
• Discuss warranty at the sales counter, not at POS: Ball Watch 2yr / Citizen 5yr.

Timepiece Markets

• Authorized Retailer (AR) — Approved by manufacturer to sell directly. ARs can fulfill manufacturer warranties. Only ARs carry Manufacturer's Warranties. Koser Jewelers is an authorized retailer for all new timepieces.
• Gray Market — Unauthorized dealer. Not approved by brand. No manufacturer warranty. Often discounted online.
• Black Market — Stolen, counterfeit, or fake timepieces.

Key selling point: buying through Koser (an AR) protects the guest's warranty, ensures resale value, and provides authentic service support from the manufacturer.

Our Intent

We are an intent-based organization. The intent is simple: every guest feels delighted by our service, respected by our professionalism, and valued as a member of our community. You are explicitly empowered to make common-sense decisions that align with this aim. Management will support you as long as the action was taken in good faith with the guest at the center.

The Guest Greeting

Every guest receives a warm greeting within 30 seconds. We call the people we serve guests — intentionally. Avoid "Can I help you?" (invites "No"). Instead use open-ended or observational openers. Introduce yourself, shake hands, and use their name immediately once given.

Key: Come out from behind the display case. Staying behind creates an instant barrier between you and the guest.

Clienteling — Building Lifetime Guests

Clienteling is the practice of proactively contacting guests to establish and maintain relationships. Use Clientbook daily.

• Capture information at every touch point — email, ring sizes, anniversary dates, style preferences, spouse/partner name.
• Maintain the information so outreach (emails, texts, thank-you cards) is relevant and personal.
• Use the information: reach out about new merchandise you think they'd love, upcoming events, or just to say happy anniversary.
• Keep reaching out until they return or ask to be removed.
• Proactively be involved in the community — this is how you grow your personal guest base.

The outcome: more sales from existing guests, more referrals, and a growing community around you.

Jewelry Care Guidance for Guests

Always review care instructions at point of sale and provide a care card. Key points: avoid chlorine, lotions, and perfume before wearing; use mild soap and warm water; bring in for professional cleaning every 6–12 months; store separately to avoid scratching.

Point of Sale

• Always verify the SKU and price tag match before ringing a sale.
• Collect guest contact information — name, email, phone, mailing address.
• Review our warranty/repair policy with every purchase.
• Gift wrap is available on request — ask at every sale.

Ring Sizing

Use mandrel and ring sizer set. Fingers are largest mid-afternoon or in warm weather — note if sizing in the morning. Wide bands typically need to be ordered 0.5 size larger. Record ring size in guest profile. Typical resizing takes 1–2 weeks for our bench jeweler.

Edge Ticket Writing — Repairs

Koser uses Edge for all job ticketing. Keys to successful repair tickets:

1. Photographs — one head-on photo and one highlighting each identified deficiency.
2. Item Description — describe specifically without assumptions. Note metal type, stone count and color, distinguishing marks. Do not assume stone or metal type unless stamped, tested, or a Koser sold product.
3. Condition Notes — practice "inside-out" inspection. After fixing the guest's stated issue, zoom out and inspect for chips, cracks, loose stones, or other wear. Document everything — once we fix any part of it, the guest will assume we are responsible for all of it.
4. Notify — double-check the guest's phone number. Incorrect contact = poor guest experience.
5. Tasks — one task per action needed. Provide the end-state to the goldsmith, not the method. Use private notes for specific parts or Stuller item numbers.
6. ETA — two weeks standard. Discuss expediting with Bench/Sales Lead if needed.
7. Location — default to "Triage — Bench" unless otherwise required.
8. One ticket per item — allows for clean tracking.

Special Orders & Custom Work

• Special Orders: Double-check guest contact. Note any hard dates (weddings, engagements, trips). Note if item is a surprise.
• Custom Work: Collect full design description, metal preference, stone details, target budget, and timeline. Do not include parts in the custom job ticket — parts are either Koser stock items (purchased separately) or sourced by the bench.
• Require 50% deposit. Document with a signed work order. Under-promise, over-deliver on timeline.

Inventory & Security

• Never leave open cases unattended.
• One case or tray out at a time during customer viewing.
• No more than 3 diamonds out at a time — weigh after every showing.
• Count your case before opening and after closing each day.
• Report any discrepancies to management immediately — do not attempt to resolve alone.

Timepiece Sale Process

1. Set timepiece in front of guest; talk through and demonstrate all functions.
2. If complications present (chronograph, etc.), demonstrate and have guest practice at least once.
3. Size bracelet to wrist; secure extra links in plastic pouch in box.
4. Box must include: certification card, all tags (remove Koser price tag), extra links.
5. Inform guest: returns require all items — certification, tags, all bracelet links.

Understanding who walks through our door is just as important as knowing what we sell. Koser Jewelers has identified three core guest personas. Each has a different motivation, pain point, and ideal experience. Recognizing which type of guest you're working with helps you serve them better from the first handshake.

THE GIFTER Greg

THE BRAND Logan

THE STYLIST Shiv

Matching Your Approach

Most guests are a blend — a Greg who also cares about brands, or a Shiv who's buying a gift. Use the personas as a starting lens, not a final label. Your goal is always to understand what this specific guest is really hoping to feel when they walk out the door — and make sure they feel it.