Empowering New Jewellery Appraisers: Mastering Client Acquisition and Management by Understanding and Targeting the Correct Niche.
About Karen Howard
My journey in Jewellery Appraising began with the assumption that my mere presence in the field would attract clients. However, I quickly realized the importance of tailoring my message to different audiences and focusing on specific client groups rather than trying to serve everyone.
Despite initial struggles and a reluctance to admit uncertainty, I eventually recognised the need for outside guidance.
Embracing the support of a coach allowed me to deepen my understanding of my business, refine my niche, target my ideal clients, streamline processes, and stay true to my business vision. Drawing on my background in business and expertise as a gemmologist, diamond grader, and appraiser, I honed my skills and gained insights to grow my business successfully over 22 years.
Recently, I made the decision to retire from appraising to shift my focus towards assisting others in the industry, sharing my experiences and knowledge to support their growth and development.
Throughout my journey, I learned the importance of balancing business pursuits with family commitments and personal well-being. My story underscores the significance of adaptability, continuous learning, and the value of seeking guidance when navigating the complexities of entrepreneurship.
Karen Howard (FCGmA, RMV, IMJVA) is a member of the Canadian Gemmological Association, The Scottish Gemmological Association, a Registered Master Valuer, a Canadian Accredited Jewellery Appraiser and an International member of The Jewellery Valuers Association.
Below are the excerpts from the Interview
- 1) Can you tell me a little bit about your background and how you got into jewelry appraising?
- 2) What inspired you to start coaching?
- 3) What would you say the biggest challenges are for new jewelry appraisers when they’re trying to attract clients and starting fresh?
- 4) How would you say a new appraiser can stand out in a competitive market?
- 5) Can you tell me some marketing strategies you would advise for jewelry appraisers looking to grow their business?
- 6) What would you say about social media and how appraisers can use it to attract clients?
- 7) What are some other common mistakes that jewelry appraisers make when trying to grow their business?
- 8) What are some networking strategies that can help appraisers connect with potential clients and not just industry contacts?
- 9) How would you say that appraisers can position themselves as experts in the field?
- 10) Would you say that certification and continuing education are top recommendations for success?
- 11) How would you say jewelry stores can benefit by working with appraisers?
- 12) How can jewelry stores work on getting more appraisal clients?
- 13) How can appraisers effectively communicate the value of their services to clients?
- 14) What pricing strategy should appraisers use to remain competitive but without undervaluing their work?
- 15) How would you say the appraisers can deal with difficult clients?
- 16) What about those clients who question your valuations?
- 17) How would you say the key differences are between an average appraiser and a highly successful one?
- 18) How would you say that appraisers can expand their business beyond traditional appraisals?
- 19) Would you say there are any overlooked opportunities for appraisers to generate additional income that might not be so directly related to appraising itself?
- 20) How important would you say customer service is in the jewelry appraisal business?
- 21) How are you going to reach where you want to be in a year, in 5 years, 10 years?
- 22) What trends would you say are shaping the future of the jewelry appraisal business?
- 23) What’s the other direction [besides technology for identification]?
- 24) How would you say that appraisers can stay up to date with these industry changes and evolving client expectations?
- 25) Is there anything else that you would suggest [besides being online]?
- 26) What would you say that aspiring and experienced appraisers can go to learn more about your coaching, your programs, and what you have to offer to teach them?
1) Can you tell me a little bit about your background and how you got into jewelry appraising?
My full name is Karen Howard. I got into jewelry appraising through working in a combination jewelry and gift store. I became a gemologist first, then studied further to become an appraiser, opened my own business, and did that for 22 years. I also taught during that time and was encouraged by a mentor to give back through teaching.
2) What inspired you to start coaching?
Yes, many of my students were asking business questions and wanted coaching. I didn’t have the time then, but after retiring from appraising, I decided to give back in a different way by coaching.
3) What would you say the biggest challenges are for new jewelry appraisers when they’re trying to attract clients and starting fresh?
A common mistake is thinking everyone will come to you and that your client is everyone. Success comes when you narrow down and clearly define who your client is.
4) How would you say a new appraiser can stand out in a competitive market?
It depends on your location. To stand out, you need to have knowledge, communicate well with clients, explain your process, and present appraisals in a clear and readable format.
5) Can you tell me some marketing strategies you would advise for jewelry appraisers looking to grow their business?
Understand your geographic range and client base. You can expand by targeting new client niches and marketing differently to them. As you grow, add more appraisers or outsource tasks.
6) What would you say about social media and how appraisers can use it to attract clients?
Social media was my only form of advertising in 22 years. It works if you show your knowledge, let people know how to contact you, and focus on your specialty. This builds credibility without hard selling.
7) What are some other common mistakes that jewelry appraisers make when trying to grow their business?
Not asking for help. Many think asking for help is a weakness, but it’s actually a strength. Knowing you don’t know everything and seeking guidance is crucial for growth.
8) What are some networking strategies that can help appraisers connect with potential clients and not just industry contacts?
Learn where your clients are. Understand who they are and go where they go. For example, if targeting high-end clients, find out where they shop and prefer services. Thinking outside the box is key.
9) How would you say that appraisers can position themselves as experts in the field?
Appraisers can position themselves as knowledgeable by staying current through continuing education, attending courses, reading industry magazines, joining webinars, going to conferences, and engaging in monthly meetings. Staying updated helps them become the go-to professionals in their field.
10) Would you say that certification and continuing education are top recommendations for success?
Yes, definitely. In many cases, designations require appraisers to stay up to date by taking courses or reading articles. Without this, they wouldn’t be recertified. It’s essential not just for staying current, but also for building industry connections globally.
11) How would you say jewelry stores can benefit by working with appraisers?
Jewelry stores benefit by offering appraisals as an added service. This could be through regular in-store clinics or by contracting appraisers who offer pickup and delivery services. It allows stores to offer quicker appraisal turnaround and adds value for high-ticket items.
12) How can jewelry stores work on getting more appraisal clients?
By offering appraisal clinics and simply asking clients during repairs or cleanings when they last had their item appraised. Many people don’t realize appraisals should be done every 2 to 5 years, depending on the item and location. That one simple question can increase business.
13) How can appraisers effectively communicate the value of their services to clients?
Communication is key. Appraisers should help clients understand the training and knowledge involved. Humor can help make the point, like comparing their work to that of a doctor or mechanic. Listing ongoing education on websites also helps reinforce credibility. It’s about conveying that clients are paying for expertise, not just a product.
14) What pricing strategy should appraisers use to remain competitive but without undervaluing their work?
Pricing depends on the region. Appraisers need to research local rates and assess their own experience and credentials. Undervaluing, like offering appraisals for $5, diminishes the profession. Appraisers, especially new ones, shouldn’t assume that lower prices attract more clients—this field values trust and expertise, especially since it deals with luxury items.
15) How would you say the appraisers can deal with difficult clients?
If you’ve done your evaluations properly with thorough research and documentation, you can walk the client through your process. If there’s a mistake, acknowledge it and offer to correct it. Maintain professionalism and good faith. Take detailed notes as it helps in defending your work and builds trust.
16) What about those clients who question your valuations?
Provide clear documentation and walk them through how you arrived at the value. If there’s an error, acknowledge and offer correction. Having thorough records can support you in disputes or legal scenarios.
17) How would you say the key differences are between an average appraiser and a highly successful one?
Successful appraisers invest more effort in research and documentation, continually learn, and stay updated. Average ones often stop evolving or get too busy to keep improving.
18) How would you say that appraisers can expand their business beyond traditional appraisals?
By specializing in niche areas like estate or probate appraisals, staying updated with legal requirements, networking, teaching, giving public talks, and being visible in the community, appraisers can expand their services and reach.
19) Would you say there are any overlooked opportunities for appraisers to generate additional income that might not be so directly related to appraising itself?
Yes, offering consulting services, such as helping clients choose jewelry, is one way. Buying and selling gems is possible but not recommended due to ethical concerns. Consulting, especially as a neutral third party, is a valuable service.
20) How important would you say customer service is in the jewelry appraisal business?
It is very important. Appraisers must adapt to the emotional context of their clients—being joyful for engagements or compassionate for loss. Following up on important milestones, meeting deadlines, and communicating any delays honestly also form key parts of good customer service.
21) How are you going to reach where you want to be in a year, in 5 years, 10 years?
Break it down into smaller steps, track your progress, and adjust daily goals as needed.
22) What trends would you say are shaping the future of the jewelry appraisal business?
Technology – particularly in identification using advanced machines and in the presentation of appraisals, such as remote documentation and cloud-based delivery of reports.
23) What’s the other direction [besides technology for identification]?
Technology for the presentation of appraisals – changes brought by COVID, use of cloud programs to deliver appraisals remotely, and integrating technology in client interactions.
24) How would you say that appraisers can stay up to date with these industry changes and evolving client expectations?
By joining industry organizations for early access to updates, reading industry magazines (online and print), and staying connected with experts and contributors who share insights and advancements.
25) Is there anything else that you would suggest [besides being online]?
Yes, participating in associations and reading professional publications is crucial to remain informed and stay ahead of public knowledge.
26) What would you say that aspiring and experienced appraisers can go to learn more about your coaching, your programs, and what you have to offer to teach them?
Visit the websites languageofgems.com and jewelryappraiserscoach.com. They offer courses such as understanding client niches and a comprehensive “Start to Success” course for launching a successful appraisal business.
