Free calculator · Industry funnels
Jewellery showroom calculator: what does one buyer cost you?
Most of a jewellery bill is metal at the day's rate; your margin sits in making and stones. Put in your own numbers and see what a buyer from an enquiry costs, what each bill really leaves you, and what savings scheme sign-ups commit for later.
Stage definitions
Count every stage the same way each month, so the numbers mean the same thing to everyone.
- Enquiry
- A call, WhatsApp or Instagram message or form asking about a design, a price or the day's rate.
- MQL (marketing-qualified)
- An enquiry where the occasion and budget are known, and they reply.
- SQL (sales-qualified)
- A showroom visit or video call booked for a date.
- Visited
- The showroom visit or video call happened.
- Purchased
- The bill is paid.
- Repeat buyer
- Buys again within 12 months: a festival, a wedding, a gift.
What would change it
The same numbers with one thing improved, worked out live.
Full breakdown
Every number this calculator works out.
Compare scenarios
Save up to three versions and compare them side by side.
How this is calculated
- Ad enquiries = ad spend ÷ cost per enquiry, or (ad spend ÷ cost per click) × click to enquiry rate. Enquiries = ad enquiries + enquiries from other channels. Spend = ad spend + other channels.
- MQLs = enquiries × % MQL. SQLs = MQLs × % that book. Showroom visits = SQLs × % who come. Buyers = showroom visits × % who buy. Repeat buyers = buyers × % who buy again.
- Cost per enquiry = spend ÷ enquiries. Cost per showroom visit = spend ÷ showroom visits. Cost per buyer = spend ÷ buyers.
- Making + stone part = average bill × (1 − metal %). Metal part = average bill × metal %.
- Your margin per bill = making + stone part × making margin + metal part × metal margin. As a % of the bill = that ÷ average bill × 100.
- Purchases per buyer in 12 months = 1 + % who buy again × purchases a repeat buyer makes. Customer value a year = average bill × that. Most you can pay per buyer = margin per bill × that.
- Savings scheme sign-ups = showroom visits × % who join. Instalments a month = sign-ups × monthly instalment. Committed future sales = sign-ups × instalment × instalments in the savings scheme: sales still to happen, not profit.
- Sales = buyers × average bill. Margin = buyers × margin per bill. Profit = margin − spend. 12-month sales = sales × purchases per buyer; 12-month profit = margin × purchases per buyer − spend.
Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.
Questions
About this calculator
An MQL is an enquiry where the occasion and budget are known, and the person replies. An SQL is a showroom visit or video call booked for a date. Counting both shows whether enquiries are lost in the chat or after the booking.
The metal is sold close to the day's rate, so a margin on the full bill would overstate what you keep. Enter the metal share of the bill, your margin on the making + stone part, and any margin you keep on metal under the advanced inputs.
No. Committed value is sign-ups × instalment × months: sales that should happen when the scheme ends. Your margin on them comes later, on the making and stones of what they buy.
This calculator follows enquiries: calls, WhatsApp and Instagram messages and forms. Walk-ins who never enquired are left out, so the cost per buyer is not flattered by footfall you did not pay for.
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