WHY? Catering to a segment of the market, such as self-purchasing female customers, will make them feel special and valued and most important, loyal to your brand.
HOW? Invent a club, give it a name, invite promising customers to join, and every month offer club members a new incentive or activity, such as discounts, special events, and free settings for certain gemstones.
SOURCE: E.M. Smith Jewelers