The Referral Kit for Jewelers: Cards, Offers, Scripts
Turn delighted customers into steady introductions with ethical perks, clear scripts, and friction‑free tracking—online and in‑store.
Introduction
The Referral Kit for Jewelers: Cards, Offers, Scripts is a ready‑to‑ship system your team can run this week. You’ll print simple cards, launch a QR referral page, hand off clear offers, and use 20‑second scripts that feel natural—not salesy.
Compliance: Keep offers truthful, disclose material connections where required, and never tie benefits to positive review content. This guide is practical advice—not legal counsel.
Expanded Table of Contents
- 1) Foundation: Goals, Guardrails, and Team Roles
- 2) Card Design System (Print + QR)
- 3) Offer Architecture: Perks That Preserve Margin
- 4) Scripts: In‑Store, SMS, Email, and DMs
- 5) Timing Triggers: When Referrals Flow Naturally
- 6) Packaging Inserts & Post‑Purchase Flows
- 7) Tracking: Codes, Links, POS/CRM, and UTMs
- 8) Partner Referrals: Venues, Planners, Photographers
- 9) Team Incentives & Coaching
- 10) Policy: FTC, Privacy, and Platform Boundaries
- 11) KPIs, Benchmarks & Dashboard Template
- 12) 30–60–90 Day Rollout Plan
- 13) Troubleshooting & Optimization
- 14) 25 Frequently Asked Questions
- 15) 25 Extra Keywords
1) Foundation: Goals, Guardrails, and Team Roles
- Goals: More introductions, higher AOV, faster repeat purchases.
- Guardrails: No pressure, no quid‑pro‑quo for reviews, simple terms, opt‑outs respected.
- Roles: Advisors hand out cards, manager audits codes, marketer updates referral page and tracks KPIs.
2) Card Design System (Print + QR)
| Side | Content | Notes |
|---|---|---|
| Front | Headline + QR + short URL + “Gift a friend a free cleaning” | Matte, 16pt; avoid glossy glare for QR scans |
| Back | What friend gets • What you get • Code • Tiny terms | Readable 10–11pt; no legal walls of text |
Caption format: Gift a friend a free ultrasonic cleaning • Your code: {NAME20}
3) Offer Architecture: Perks That Preserve Margin
| Audience | Friend Gets | Referrer Gets | Why it Works |
|---|---|---|---|
| Engagement buyers | Free pre‑wedding polish | Resize credit or 1‑month warranty extension | Care over cash; aligned with needs |
| Fine jewelry gifts | Complimentary cleaning + gift wrap | Care kit (cloth + solution) | Low cost, high perceived value |
| Service/repair | Free inspection + cleaning | Priority same‑day drop‑off window | Operational perk, not discount |
4) Scripts: In‑Store, SMS, Email, and DMs
In‑Store (20 seconds)
You were wonderful to work with—thank you. If a friend is shopping, this card gifts them a free cleaning. Your code is {NAME20}. No pressure at all.SMS (opt‑in only)
Want to gift a friend a free ring cleaning? Your link: {shortURL}/{code}. They’ll also see our care tips. (Reply STOP to opt out)Subject: A little gift you can pass on 💎
Hi {Name}, here’s a link that gifts a friend a free cleaning and fast appointment. Your code: {code}. Thanks again for trusting us.DM (Instagram/Facebook)
Thanks for the tag! If a friend asks, your link gives them a complimentary cleaning: {shortURL}/{code}. Appreciate you! 5) Timing Triggers: When Referrals Flow Naturally
- Pickup day (ring or repair) — include card + quick mention.
- After a 5‑star review — thank them, then share the referral link.
- Proposal story visit — invite them to gift a cleaning to a friend.
- Anniversary reminders — pair with polishing appointment.
6) Packaging Inserts & Post‑Purchase Flows
- Care card with QR → referral page.
- Thank‑you sticker inside box: “Gift a friend a free cleaning.”
- Email Day 14: care tips + referral link.
7) Tracking: Codes, Links, POS/CRM, and UTMs
| Asset | How | Tip |
|---|---|---|
| Codes | {NAME20} or {CUST123} | One code per buyer or per campaign |
| Links | short.brand/{code} | UTMs: utm_source=referral&utm_medium=card&utm_campaign=jewelry_{season} |
| POS/CRM | Source field + code capture | Report monthly on referred revenue |
8) Partner Referrals: Venues, Planners, Photographers
- Create a partner page with mutual perks (cleaning for clients; shout‑outs on socials).
- Provide co‑branded cards with each partner’s QR.
- Quarterly coffee + photo swap; track referrals by partner code.
9) Team Incentives & Coaching
- Reward behaviors (cards handed + notes) and outcomes (closed referrals).
- Weekly 10‑minute huddle: wins, objections, role‑play.
- Never pressure customers; the tone is gratitude and gifting.
10) Policy: FTC, Privacy, and Platform Boundaries
- Don’t tie benefits to positive review content.
- Disclose referral perks where required; keep terms readable.
- Respect SMS/email consent and opt‑outs; store only necessary data.
11) KPIs, Benchmarks & Dashboard Template
Referral Share
15–30% of new orders
AOV (Referred vs Base)
+10–25%
Redemption Rate
20–45%
Opt‑in Rate
45–70%
| Month | Referrals | Orders | Referred Revenue | Redemptions | AOV Referred | Notes |
|---|---|---|---|---|---|---|
| — | — | — | — | — | — | — |
12) 30–60–90 Day Rollout Plan
Days 1–30 (Foundation)
- Print cards and publish a referral page with codes.
- Train staff on the 20‑second script; add POS/CRM fields.
- Start with engagement buyers and repair pickups.
Days 31–60 (Momentum)
- Launch SMS/email flows; add partner kits for two local vendors.
- Feature referral story UGC on socials (with permission).
- Begin monthly dashboard reviews.
Days 61–90 (Scale)
- Translate the page and cards if helpful.
- Expand to fine jewelry gifting and anniversaries.
- Audit terms; tune perks by redemption data.
13) Troubleshooting & Optimization
| Symptom | Likely Cause | Fix |
|---|---|---|
| Cards handed, few redemptions | Vague headline or weak perk | Clarify benefit; use cleaning/polish; add QR and short link |
| Referrals skew low value | Discount‑heavy offer | Switch to care‑based perks and VIP experiences |
| Staff forgetting scripts | No habit or coaching | Post the 20‑second script at POS; weekly huddles |
| Tracking gaps | Codes not captured | Make code a required POS field; manager audit |
14) 25 Frequently Asked Questions
1) What is “The Referral Kit for Jewelers: Cards, Offers, Scripts”?
A simple, ethical referral system built for jewelry stores—cards, offers, scripts, and tracking.
2) What should a card say?
Plain headline, QR/link, code, and two bullets: friend’s perk and your perk.
3) Best referral perk?
Care‑based perks like cleaning or resize credit—margin friendly and valued.
4) Should I discount?
Not necessary—focus on service value and VIP access.
5) When do we hand cards out?
Pickup, after service, after a 5‑star review, and during proposal follow‑ups.
6) Can we text the link?
Yes—with opt‑in and STOP language.
7) How do we track codes?
Unique code per buyer or campaign, captured in POS/CRM at checkout.
8) What about privacy?
Don’t message friends without consent; store minimal data securely.
9) Can staff earn bonuses?
Yes—pay for behaviors and outcomes, aligned with HR policy.
10) Mix reviews with referrals?
Keep them separate. Never tie incentives to positive review content.
11) Partner ideas?
Venues, planners, photographers, florists, tailors.
12) Do cards still matter in 2025?
Yes—physical triggers at pickup outperform digital‑only flows.
13) What size card?
Business‑card (3.5×2 in) or mini‑postcard (4×6 in) with matte finish.
14) Languages?
Offer top community languages on the referral page.
15) Abuse prevention?
CAP rewards per household/year; review abnormal activity.
16) Can repairs drive referrals?
Yes—after a successful fix, offer a friend a free inspection/cleaning.
17) Should we show terms?
Yes—simple, readable terms on card back and page footer.
18) What’s a good email subject?
“A little gift you can pass on 💎”.
19) How often to remind?
1–2 nudges per quarter is plenty—avoid spam.
20) Can we do a monthly draw?
Yes—publish clear rules and dates; simple and transparent.
21) What metrics prove ROI?
Referral share, referred AOV, redemptions, and lifetime value.
22) What if people ignore the card?
Improve headline clarity and show the perk value in dollars/time.
23) Can we add QR to care cards?
Yes—combine care tips and the referral link.
24) First step today?
Print cards, publish a referral page with codes, and train the 20‑second script.
25) Any legal notes?
This is not legal advice—check local advertising and privacy rules.
15) 25 Extra Keywords
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- ethical referral offers
- care kit referral
- gift wrap referral
- anniversary referral ideas
- repair referral campaign
- fine jewelry referral tactics
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- referral card design
- referral terms examples
- referral rate benchmark jewelry
- 2025 jeweler referral playbook
