Arkansas Jeweler Kelly Newton’s Secret to Success: Educate Customers Instead of Selling Them

A hands-off approach does more than just keep the crystal fingerprint-free1. What has been your most memorable sale?We had a man call one day who had seen a 6.5 ct. marquise-cut diamond in a platinum ring mounting featured in one of our newspaper ads. He called the next day and asked how much is was. When we told him the price, he said, “Wrap it up,” and came in and bought it. Two days later, he called me about another diamond he’d seen in one of our ads—a 5.25 ct. ­radiant-cut diamond. He said, “Okay, wrap that up, too.” And when he was picking that up, he happened to see a 5.5 ct. princess-cut diamond. I didn’t have the price for it right away, so he left a blank signed check with me and asked that I call him with the price and fill in the check myself. He bought them all for his wife, but he really bought them to stick away as an investment. He’s doubled his money on

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