251 – How to cleverly market a retail jewellery store with Xennox Diamonds Karl Schwantes

251 – How to cleverly market a retail jewellery store with Xennox Diamonds Karl Schwantes

When asked “So what do you do?”, today’s guest responds “I make the ladies happy!” I do love a good pitch!

Karl Schwantes is the founder of Brisbane jewellery store Xennox Diamonds, and author of the book Rock Her World, a tome every bloke should buy and adhere to – if he wants to make his lady happy, of course ;0) Karl’s also the winner of last year’s KPI Pitchfest, a competition in which business owners compete to deliver the most compelling pitch for their business. No mean feat.

Listen in for some red hot marketing ideas on how to market a retail jewellery store, plus you’ll be a lot clearer on:

How to create a memorable (and shareable) customer experience

The power of finding your intersection (your what?!)

A great question Karl and his team continually ask themselves each day instore

The incredible leveraging power of building strong partnerships

Plus I have our regular check-in, share an inspiring marketing quote about the importance of having a red hot go and share a wonderful success a listener has had as a result of tuning in to this show and taking massive action.

Let’s do this!



Episode Timeline


00:23 Welcome & overview
02:10 Time for a check-in on the week
05:33 Insights in to the Key Person Of Influence Business Accelerator
06:50 Today’s guest introduction – Karl Schwantes
08:14 Interview with Karl Schwantes
33:49 My top 3 marketing learnings fro my chat with Karl
36:04 Motivational marketing quote of the week
36:17 Great feedback from a listener who’s taken massive action
38:30 Wrap-up and insights in to next week’s guests



Today’s Episode Sponsor is KPI (please support them)


Grab a free hard or audio copy of the Key Person Of Influence Amazon best-seller
This book is red hot. Not to be read in bed. Way too stimulating.

Register for the Key Person Of Influence Brand Accelerator live events
8-hours of business-changing content.

Attend the Key Person Of Influence Melbourne Pitchfest
(I’m one of the judges – A great way to see how other business owners pitch their business



Resources & Links Mentioned In This Episode


Carl Shawantes’s Xenox Jewellers – Business Website
Carl’s Schwantes’s – Personal brand website
Historicool – This listener took massive action … and won!



Tweetables – Go on, share the love
(You know you want to)




My top 4 marketing tips from my chat with Karl Schwantes


1. Get crystal clear on why you do what you o.And whilst you’re at it, find your intersection. (The KPI Book can help you here).

2. Continually ask the question “How can I give a client something they didn’t think they could ask for?”

3. Offer amazing customer experiences – and if that means creating an acronym like Karl’s G.I.F.T. framework, then so be it! Great customer experiences are shareable and memorable.

4. Never underestimate the power of partnerships as a way to leverage yourself and your business.



Inspirational marketing quote of the week


“I’d rather apologise than to be so timid as to never try to do anything smart or brave.”

Lee Chow



Over to you …


What was your biggest marketing learning or ah-hahahha moment from this episode?

Leave your comment below.

My guest and I respond to each and every comment.


8 thoughts on “251 – How to cleverly market a retail jewellery store with Xennox Diamonds Karl Schwantes”

  1. I really liked this one Timbo! Great marketing focus. It inspires me to figure out how to write “Color your World” but I have no idea where that would go?? Two things I took away from this chat:
    1) Loved the concept of giving something the customer doesn’t think they can ask for
    2) That he had been in business for 21 years before taking it to the next level.

    Karl, thanks for sharing your story! Do you guys do traditional marketing/advertising too? Just curious.

  2. Thanks Nick,
    Not so much on the traditional advertising. Looking to go more digital at the moment, with a new website to go live in the next month, diagnostic tools, digital ebooks, audio books etc… 🙂
    More than happy to chat anytime 🙂

  3. What’s this?

    Here I am trying to prune the vineyard in the snow and Timbo pops into my ear, on a Monday!

    Hey congratulations Timbo:
    – on 250 episodes
    – on your new sponsor
    – on your second episode a week, boom!

    Love your work.

  4. Now that I have listened to the episode, I am interested more in this “intersection” thingy.

    I will wait for my KPI book and read up.

    Cheers Timbo and Karl

  5. Hey Paul,
    Intersection thingy is awesome when you nail it. 🙂 Just think of the two virtues/loves you have, when you are totally in the zone. The second test it that if you can lift it off what you are doing and put it onto something else and still be amazing at what you do. So for me – Phenomenal experiences and high end products – could be on jewellery, but could also be on luxury cars, suits or watches. 🙂
    Thanks for the post 🙂

  6. Hi I am struggling with the concept of the intersection..but my biggest takeaway was the beer to the tired hubby-to-be AKA how little it can take to offer exceptional service and how so few businesses do it. Just last week I was in a very quaint tea shop stopping off on a long journey, you know the sort of place, earl grey in China cups, s@#t for shelves for sale all around you (bits of driftwood with ‘love’ carved into them vomit vomit) In the loo was a sign telling me the seat was loose because they’d had to mend it so often, so it was now bust permanently and I sat on the toilet at my own risk!!! This is the opposite of your jewellery fella. This cafe lost a great opportunity to upsell their drinks and have everyone leave with overpriced driftwood ;)…Of course the real question is how to adapt beer-to-tired-bloke “overservicing” to our own businesses??

  7. Paul Rawlinson

    The big takeaway for me from this episode was partnerships. I’ve been planning to do this for such a long time and have even approached a few other businesses about the opportunity but never closed the deals. We’re going to look at the proposals again and get this done in the next month. We’re going to target BMW with the same tactic too!

    Karl – a jewellery store would be one of my places to target to find couples looking to celebrate and eat in our restaurant, any tips on making the concept irresistible to the jewellery store owner? Do you partner with a local restaurant?

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