While relationships between men and women are complex and, at best, baffling, men have other relationships that are also very important and have great potential to enhance, or wreck, romance. No, I am not referring to his physician or his pharmacist. I am talking about someone who makes a contribution that lasts more than a few blissful moments.

I am talking about man and jeweler.

Like most other relationships in a man’s life, this one does require a certain skill set that must be learned. For most men, going into a jewelry store is like vaulting over the spectator’s fence into the lion’s den. Walking a minefield is more comfortable. Men feel that jewelers are inside those sparkling little chambers waiting to pounce on fresh meat.

Fear not. It truly does not have to be a painful experience. If you can cope with the trauma of buying a vehicle, you can certainly manage selection of an occasional bauble.

The first thing a man should understand is that jewelry does not have to be expensive. Right away this should diffuse much of the anxiety associated with jewelry.

And, the second monumental consideration is that all women appreciate jewelry, regardless of what they may say. Granted, some like it more than others, and some have more, how shall I say, grander needs and desires for bling.

But, even in ancient cultures featured in National Geographic, it is apparent that women have always sought ways to accentuate their natural beauty with accessories. From Egypt to Namibia to Swaziland to Borneo, women have more in common than just mammary glands.

A smart man understands this and wisely uses it to his advantage. After all, we are very appreciative when men are sensitive AND generous. And look at what this quest for feminine appreciation has produced? Man’s desire to adorn his woman has been largely responsible for the evolution of the mining industry.

Several factors should play into a man’s choice of jewelers. Most guys, who, at least, dash into a store at the last minute for a gift, understand the basic premise of “when in doubt, get jewelry.” Therefore, convenience is critical.

Equally important is reputation. The reputation of a jeweler is shared much the same way as a classmate’s was at summer camp in the seventh grade. One “little” indiscretion and campfire chat spread the news to distant lands, even before texting and cell phones.

Jewelers need to remember two points when it comes to working with men.

Don’t make them feel cheap, and don’t hurt their pride. Find a way immediately to get a price point from them, without being pushy, and regardless of the amount, make them feel like they are Donald Trump. If, when price is discussed, a jeweler flinches, gags or giggles, all is lost. The poor guy may never cross the threshold into the land of precious gems again.

Show them popular items, because it will make them look really good in the eyes of the recipient. Jewelers are much like magicians. Once a piece has been decided on, the man must feel that he made the choice.

Good jewelers are worth their weight in gold. And diamonds. And sapphires. And …