Devis
Quote after fitting in jewelry: the method for converting more visits into sales
Nov 27, 2025
5
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In many jewelry stores, there is a feeling of doing everything correctly.
The display window is well-kept, the teams are trained, and the welcome is warm. The fittings go well, customers leave with stars in their eyes… and yet, sales stall.
If we look closer, a phenomenon appears everywhere:
the best opportunities are lost after the in-store visit, in that somewhat blurry in-between of trying on and making the final decision.
This commercial “black hole” often plays out in a place that we underestimate: the customer's email inbox.
1. The new customer journey in jewelry: hybrid by nature
Today's customer no longer experiences the journey as "I walk in, I buy, I walk out."
They juggle between several times:
Online discovery: Instagram, Google, recommendations.
In-store visit: fitting, exchange, emotions.
Return home: comparison, discussion with a loved one, reflection.
Final decision: sometimes in-store, increasingly often… remotely.
In other words: the purchasing decision is increasingly made after the visit, rarely during.
And that is precisely where many houses are not equipped.
The moment “after the visit” relies on a PDF, an Excel sheet, or a basic email. The in-store experience, on the other hand, remains stuck in the shopping street.
2. What really happens in the customer's mind after the fitting
Let’s put ourselves in the shoes of a customer who just tried on an engagement ring.
She leaves the store with:
a strong emotion (it was beautiful, it was important),
a budget to confirm,
comparing options (other stores, other styles, other prices),
a loved one to convince or reassure.
Once at home, several things may happen:
She opens your quote… and doesn’t find the magic of the moment.
She can’t find the email in her overflowing inbox.
She promises to “reply tomorrow” and… forgets.
She ends up ordering from a house that communicated with her better remotely.
In this context, the post-fitting quote is not just a simple document.
It is the support that will:
rekindle the fitting experience,
make the proposal clear and reassuring,
make responding easy (yes / no / I have a question).
If this support is shaky, no matter how excellent your team is in-store, part of the sales will be lost in silence.
3. The 3 main leaks between the store and the email inbox
When looking at processes in jewelry stores, we often find the same leaks:
a) The passing time
Sometimes, the quote is sent:
at the end of the day,
the next day,
or even days later when "one finally has the time."
In the meantime, the customer has seen other things and faced other priorities. The emotion of the fitting has already faded.
b) The quote that fails to inspire
The customer opens an email:
Subject: Quote
Dear customer, please find attached the requested quote.
Attachment: an administrative PDF, without image or warmth.
The price stands out, the rest can be guessed.
It’s not that she no longer likes the ring.
It’s just that the whole doesn’t inspire her to project herself into it or to respond.
c) The lack of structured follow-up
This is the most common point:
No clear visibility on pending quotes.
No automatic reminders.
No clear accountability on “who follows up on what, when.”
We tell ourselves that we’ll follow up “if we have a moment,” but that moment never really comes.
4. What houses that convert better do differently
Stores that transform more fittings into sales are not necessarily those with the biggest budgets.
They have simply structured this famous “in-between”:
the time between the visit and the decision.
In concrete terms, they:
Send the quote quickly after the fitting, while the memory is fresh.
Carefully present: photos, details, tone of the house, clarity.
Anticipate questions: timelines, resizing, included services, payment.
Plan the follow-up: a real follow-up plan, simple, human, but regular.
Measure: how many quotes? how many sales? which models perform best?
This is exactly the logic we sought to encapsulate in Gemflow.
5. How Gemflow helps structure "the post-visit"
Gemflow was born from a simple observation: jewelers lack neither talent, nor taste, nor interpersonal skills.
They lack a tool suited to the reality of their activity.
1. A quote that reflects the house, not a spreadsheet
With Gemflow, the quote becomes a well-structured, elegant email, true to your universe:
the tried-on ring is clearly displayed,
the possible variants are visible,
the text sounds like you speak in-store.
You don’t “attach a quote.”
You send a proposal that has personality.
2. Less friction for your teams
We designed Gemflow to fit seamlessly into the daily life of a store:
connection with your catalog (e-commerce site, Shopify, Prestashop, etc.),
automatic retrieval of product information,
possibility for teams to create a quote in a few clicks, without juggling between 5 software.
Less copying and pasting, fewer errors, less wasted time.
3. Follow-ups that no longer fall between two chairs
Gemflow allows for the definition of simple follow-up scenarios:
J+1 or J+2: a gentle, personalized follow-up email,
J+7: a second message if no response,
internal reminder if the customer has opened the email several times without responding (based on what you wish to implement).
The idea is not to over-solicit, but to create a natural continuity:
the in-store visit is no longer an isolated event but the beginning of a thread of discussion.
4. See what works (and what doesn’t)
Gemflow provides useful information:
number of quotes sent,
conversion rate,
average amounts,
models that convert best.
This allows for concrete decision-making:
should certain models be reviewed?
certain quote texts?
the way to address the budget in-store?
6. The challenge is not “digitalization,” but coherence
We often talk about “digitizing jewelry stores,” sometimes with the idea that everything needs to be transformed, all virtualized, everything done online.
Our conviction is different: the challenge is not to oppose the store to the digital, but to align them.
Your store, your sellers, your workshops are your strength.
The digital simply needs to extend that strength, not replace it.
Gemflow fits into this logic: providing jewelers with a simple tool so that the experience does not stop at the moment the customer leaves the store.
Conclusion: each quote is a promise of relationship
Behind every quote, there is not just a price.
There is a story, a commitment, sometimes a moment of life that will not happen again.
By treating the quote as a strong act – well-structured, sent at the right moment, followed with care – you:
honor the emotion experienced in-store,
clarify things for the customer,
mechanically increase your sales,
relieve your teams, who no longer chase scattered files.
This is the vision we carry with Gemflow: to help jewelers not let their best sales get lost in a saturated email inbox.
If this subject resonates with what you experience daily, it’s probably because there’s already room for improvement. And sometimes, a few adjustments to the post-visit are enough to change many things.