Trace Shelton

Trace Shelton

Trace Shelton is Editor-in-Chief of INDESIGN Magazine and Contributing Editor of INSTORE. His current favorite topics to cover include social media, marketing, and store environment, but you could also get him excited about merchandising and sales if you’ve got something new to say.

Write on Monday, 01 September 2014 Published in Customer Service

When Paolo Salamone of Paolo: A Modern Jeweler (Cincinnati, OH) wrote his essay for INSTORE’s December 2012 lead story, he said, “Jewelry needs to become a force in fashion. We should enjoy our jewelry as much as our clothing.” This quest to make jewelry just as desirable as clothing to his customers drives Paolo every day, and one of the byproducts has been the creation of a “mood board” in the store.

Write on Monday, 18 August 2014 Published in Customer Service

Have you ever had a bucket of ice-cold water dumped on your head? Unless you’re a Super Bowl winning coach, you probably haven’t – but now, there’s an even better reason for it.

Write on Monday, 11 August 2014 Published in Customer Service

Yesterday, I finally lost it. I work from home, and my home office does not have a door. Most of the year, it’s fine because my kids are in school. But during the summer, they tend to camp out all over the house and talk, make noise, watch TV or play video games, and basically do all the things that kids do. Unfortunately, noise and activity are kryptonite for a writer/introvert/husband who wants some “alone time” with his wife, and by the end of the summer, my nerves get worn pretty thin. I’ve had to deal with three different requests from two different kids just since I started writing this blog post. The heck with football and cool weather; I’m ready for school to start!

Write on Monday, 04 August 2014 Published in Customer Service

OK, I admit it: This is a bit of a trick question. After all, we publish both print magazines and digital news and blogs here at SmartWork Media. But over the past couple of weeks, I’ve had a few different conversations in which the question has come up. First, I was asked by an industry blogger about whether the 140-character limit of Twitter has diluted reporting. Next, I was involved in a Twitter back-and-forth with Anthony DeMarco of Jewelry News Network regarding the publication of news in monthly magazines and whether it has any value. Finally, I had a conversation at JA New York with Malak Atut of Zaiken Jewelry about the difference in value between blog coverage and print coverage.

Write on Tuesday, 29 July 2014 Published in Customer Service

When Amanda Gizzi talks, people listen. At least, people who are interested in knowing and understanding the latest jewelry trends – which should be everyone reading this blog. After all, as Amanda (the director of public relations and special events for Jewelers of America) said in her Monday presentation at the JA Show in New York, fashion translates to jewelry, and your customers are absolutely interested in being on trend with what they wear.