We’ve been looking at effective luxury sales associates, and some jewellery businesses seem to have that one adviser customers always ask for by name.

It’s tempting to assume they’re simply the most knowledgeable or the most experienced. Yet customers often respond to something much quieter. Genuine interest, calm confidence and authentic conversations are surprisingly difficult to imitate, but remarkably easy to recognise.

CJP explores why trust is often built long before product expertise becomes the deciding factor, and why authenticity may be one of the most valuable qualities a jewellery professional can develop.