“Why You’re Not Booking Enough Clients”
Why You’re Not Getting Enough Clients as a Jewellery Appraiser — And How to Fix It
If you’re a trained jewellery appraiser but your calendar isn’t filling up, you’re not alone — and you’re not doing anything wrong as an appraiser. But you might be struggling as a business owner. And that’s okay.
Most of us didn’t become appraisers because we love marketing. We got into this work because we love gemstones, stories, and helping people understand the value of what they own.
But to stay in business — and build a reputation — you need a steady flow of clients. If that’s not happening, here are five common reasons you might be struggling to get noticed, and what to do about it.
1. People Don’t Know What You Do
You may be the most qualified appraiser in your region, but if the public doesn’t know what a jewellery appraiser actually does, they’re not going to call you.
Many people confuse appraisers with jewellers, buyers, or even pawn shops. Others assume they can get a quick value estimate from Google or an online calculator — not understanding the value of a professional, purpose-driven appraisal.
How to fix it:
Educate your audience. Use your website, social media, and conversations with partners to explain the why behind an appraisal:
🧠 Ask yourself: Would your neighbour know when and why to hire you?
If not, it’s time to clarify your message.
2. Your Services Are Unclear or Overcomplicated
Vague listings like “Appraisals starting at $100” don’t tell people what they’re buying. And using too much technical language (like “valuation for intended purpose”) can make you sound unapproachable to the average client.
How to fix it:
Make your services crystal clear. For each service, explain:
•What it’s for: (e.g., insurance, estate, resale)
•What’s included: (e.g., written report, photos, consultation)
•Where it happens: (in-office, on-site, virtual)
•How much it costs: (or a clear range)
✅ “Insurance Appraisal – For valuable items needing to be added to your policy. Includes full report with photos. $150 per item, discounts for multiple items.”
Clear, specific offers build trust — and help people say yes faster.
3. You’re Invisible (or Outdated) Online
Even if you rely on word-of-mouth, people will Google you before they call. If they can’t find a website, see any reviews, or tell if you’re still in business, they may move on.
How to fix it:
You don’t need to be everywhere — just easy to find and confident in how you present yourself.
Use this simple visibility checklist:
•✅ A modern, mobile-friendly website
•✅ Your services and contact info are up to date
•✅ A Google Business Profile with reviews
•✅ One social platform where you occasionally post helpful content
Make it easy for clients to find you, trust you, and take the next step.
4. You’re Not Reaching the Right People
If your social media posts get no response or your networking efforts feel flat, it could be that you’re not talking to the people who need your services — or can refer you.
How to fix it:
Think beyond the general public. Build relationships with professionals who regularly need appraisals or have clients who do.
Start with:
•Jewellers who don’t appraise in-house
•Auction houses and consignment stores
•Divorce mediators and family lawyers
Offer them a simple referral process and a clear explanation of how you help their clients.
5. You’re Trying to Do It All Alone
Let’s be honest — pricing, positioning, marketing, intake forms… none of that is taught in gemmology or appraisal courses. Most independent appraisers figure it out the hard way. And it’s exhausting.
How to fix it:
Work with a coach who understands your industry.
The right coaching can help you:
•Identify your niche and ideal client base
•Package your services to reflect your value
•Build sustainable systems for intake and follow-up
•Gain confidence in your pricing and process
•Attract the right clients without burnout
You don’t need to guess your way through this. You can build a business that’s both professional and profitable — with the right support.
You Can Be a Brilliant Appraiser and a Booked-Out One
You don’t have to choose between loving your work and making a living from it. You just need the right strategy, language, and visibility — and those are skills you can learn.
🎯If you’re ready to build a thriving, client-attracting appraisal business, coaching can help.
👉 Learn more about 1-on-1 coaching for jewellery appraisers
👋 Over to You
Have you struggled with getting more clients? Which of these points resonated most with you?
Let me know in the comments — or reach out for a chat. You don’t have to do this alone.
