Targeting Your Customer: Turning Them From Looker to Buyer

What Retailers Should Know About Today’s Consumer Revealed by The Plumb Club Research

The Plumb Club, in connection with INSTORE Magazine, was pleased to present a valuable learning opportunity for all retailers entitled ‘Targeting Your Customer: Turning Them from Looker to Buyer’. The knowledge shared came from the most current research and consumer survey initiated this year by The Plumb Club.  This virtual presentation was open and free to the entire jewelry industry and was be held in the Jewelers Resource Center Auditorium on Tuesday, May 2nd at 2pm EDT

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Attending retailers received valuable insights into how a consumer wishes to interact with them, elements, and services they feel are important for a retailer to embrace, and how much more a consumer is willing to pay at retail establishments that fit with their desires.


Jennifer Heebner is an award-winning, 25-year veteran journalist in the fine jewelry industry. She is the editor in chief of #thisispearl magazine for the Cultured Pearl Association of America (CPAA), contributes to Rapaport, INSTORE, The GemGuide, and other trade publications, and spent 19 years at JCK as a staff editor.



Lawrence Hess has been in the jewelry industry his entire life. Professionally, he has had a career of over 40 years, spanning many disciplines, including manufacturing, sales, retail, product development, gemstone procurement and business management. Hess became The Plumb Club’s first Executive Director in 2009 and continues to hold that position today. 


Michael O’Connor has spent over 40 years working in the design, marketing, promotion and sales areas, of the jewelry and fashion industries. O’Connor is the Marketing Director for The Plumb Club, President of Style & Substance, Inc., and prior, has held several key and highly visible positions within the industry. He is also well-known on national television as a jewelry expert and style commentator.

Steven Lerche has spent his entire life surrounded by the diamond and jewelry business and helps lead Goldstar as COO. Steven is at the forefront of innovation within the industry and is focused on furthering the conversation on ethical business practices and creating a more sustainable marketplace. He sits on various Plumb Club committees, including being the Co-Chair of the Plumb Club’s Market Research Committee.


Jordan Peck is Director of Operations at Brevani, a second-generation jewelry brand based in NYC. As half of the brother sister duo behind the brand, he is deeply committed to the growth of the jewelry industry through collaboration, sustainability, and technology that will bridge the gap to the next generation of jewelers and consumers. He currently is a member of the RJC Global Task Force, President of the NY Jewelers Group, and Co-Chair of both The Plumb Club’s Market Research Committees. 

The insights shared are part of a multi-faceted research study entitled The Plumb Club Industry and Market Insights 2023, initiated by The Plumb Club with the assistance of Paola Deluca, The Futurist, and Qualtrics, a world-renowned survey and analytics firm.  Any retailer wishing for more information on The Plumb Club Industry and Market Insights 2023, should contact their Plumb Club Member vendors or visit a member during the JCK show at The Plumb Club Pavilion. A full listing of Members can be found at