A CRM for jewelry stores: customers, custom orders and reasons to return in one system.
Questions about pieces come via Direct, WhatsApp and phone, custom orders live in the jeweler's chats, and customer phone numbers sit on receipts. A CRM brings it all into one system: staff reply faster, orders move by stage, and before every holiday there is a list of customers to reach out to.
In a jewelry store, 1C knows the items well: weight, fineness, stock, sales. But it does not know who asked about a ring in Direct and never got a reply, what stage a custom order is at, or when a customer's wedding anniversary is. This information lives on sales staff's phones and leaves with them.
A CRM for jewelry stores tracks the customer: all inquiries in one window with their source, a customer card with purchases, ring size and important dates, a pipeline for custom orders with deposits and deadlines. Staff see the history, and the owner sees how many inquiries became purchases and how much each ad campaign brought in.
The fastest effect comes from two things: a single inquiry window where nothing gets lost during the peak days before March 8, and segments for repeat sales — a WhatsApp message to those who bought a gift last year, two weeks before the holiday.
What we set up in a jewelry store CRM.
Instagram Direct, WhatsApp, calls, website forms and reservations — in one feed with the source and ad campaign tag.
Question → selection of pieces → reservation or fitting → purchase → review. Tasks for staff and reply templates with photo and price.
A separate pipeline: brief and reference, sketch, 3D model, deposit, production, fitting, handover. Deadlines and a responsible jeweler at each stage.
Purchases with weight and fineness, ring size, metal and stone preferences, important dates: birthday, anniversary, wedding date.
Segments and WhatsApp messages for holidays and personal dates, invitations for cleaning and resizing, new collections for regulars.
A sale in 1C closes the deal and adds the purchase to the customer card, availability and prices are pulled into selections without manual search.
After a purchase — a request to rate and leave a review on 2GIS or Google; warranty claims and repairs run in a separate pipeline.
Inquiries, sales, average ticket, repeat purchases, conversion by staff and store, revenue by ad source.
Pipelines and automations.
- «Sales» pipeline: question → selection → reservation → purchase
- «Custom order» pipeline: sketch → 3D → deposit → casting → fitting → handover
- «Repair and warranty» pipeline: intake, assessment, work, handover
- «Repeat» pipeline: holidays, personal dates, new collections
- Automation: reservation and fitting reminder
- Automation: order status to the customer in WhatsApp
- A task for staff if a message is unanswered for 15 minutes
- Inquiry routing by store
- End-to-end ad analytics
How a CRM brings order to custom pieces.
A custom order is the highest-margin and most chaotic part of a jewelry business. The customer sends a reference photo, the jeweler draws a sketch, then a 3D model, and after approval comes the deposit, casting, stone setting, fitting and adjustments. Every approval happens in chat, deadlines slip, and the customer writes «so what about my ring».
In the CRM each order has a card: reference, sketch and 3D model as attachments, amount and deposit, deadline, responsible jeweler. When a stage changes, the customer gets a WhatsApp message with the status, and the owner sees which orders are overdue and how much money is in progress. Wedding orders with a fixed date are flagged separately and moved to the top.
How implementation works.
- Audit — 2–3 days: we read chats in Direct and WhatsApp, review inventory in 1C, count how many inquiries got no reply. We deliver a pipeline scheme and an estimate.
- Setup — 1–2 weeks: sales, custom order and repair pipelines, card fields, message templates, channel connections.
- 1C and website — 1–2 weeks: sync of sales and customers, reservation forms, ad inquiries.
- Training — sales staff, jewelers and the owner, instructions and the first week of work together.
- Before the season — segments and messages for the next holiday, then support on request.
What affects the implementation price.
A basic amoCRM or Bitrix24 implementation for one store: sales and order pipelines, Instagram and WhatsApp, templates, training — ₸350,000–600,000, 2–3 weeks. With 1C sync, telephony, call tracking and end-to-end analytics — ₸600,000–1,000,000, 4–5 weeks. A custom CRM for a chain with bonuses and a workshop — from ₸1,500,000. CRM and WhatsApp API licenses are paid to vendors separately.
Base prices and the «off-the-shelf or custom CRM» options are on the page CRM and automation.
The short version.
How much does a CRM for a jewelry store cost?
A basic implementation with pipelines, Instagram and WhatsApp costs ₸350,000–600,000. With 1C, telephony and analytics — ₸600,000–1,000,000. amoCRM or Bitrix24 licenses are separate, from a few thousand tenge per user per month.
amoCRM or Bitrix24?
For a store where sales go through Instagram and WhatsApp, amoCRM is usually more convenient. For a chain with a workshop, tasks and a warehouse, Bitrix24 is often chosen. We decide after the audit.
Can the CRM be connected to 1C?
Yes: sales and customers from 1C go into the CRM, and staff see item availability when making a selection. The scope of sync depends on the 1C configuration, we assess it during the audit.
How do we collect customers' important dates?
We ask at purchase and in the website form, with consent to notifications: birthday, anniversary, wedding date. Staff enter it into the card in 10 seconds, then reminders run automatically.
When will we see results?
The single inquiry window works from the first week. Repeat sales by segment show up by the next holiday, once a base with dates and purchases has built up.
Same service for other industries
Losing inquiries or custom orders? Describe how you work now — we will suggest a scheme and an estimate.
Tell us how many sales staff, jewelers and stores you have, what you use for inventory and whether you already have a CRM. We will reply with an implementation plan within 1–2 business days.