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, 27 July 2015 Published in Customer Service

Inventory experts would have you reorder every fast-selling piece in your store – and they’re generally right. However, when it comes to designer jewelry, Ellen Hertz of Max’s in Minneapolis says she never reorders a piece. It’s got to do with exclusivity and originality. Says Hertz: “Our designers have to come up with new designs if they want me to keep buying from them. To me, the value proposition for customers is that they get to see new stuff every time, so they'll keep coming back. And, they won't see the same piece worn by their friends around town."

Write on Monday, 20 July 2015 Published in Customer Service

Holiday-style lights can be beautiful for lighting up window displays to passersby in the street. But sometimes, the glare can be a little much. And if you have a striking color scheme, it too may not be as soft as the feeling you’re trying to create.

Write on Saturday, 11 July 2015 Published in Customer Service

Krista Baker of Palas Jewelers in Atlanta recently told INDESIGN that “jewelers are like the bartenders of the retail world. You hear customers’ life stories. They’re in for a wedding or anniversary and we really get to know them when they’re at that stage in their life. I make friends every day.” It got me thinking: What else can jewelers learn from bartenders?

Write on Monday, 06 July 2015 Published in Customer Service

Struggling for interesting new content for your social media feed? Why not ask your followers what they want to see?

Write on Monday, 22 June 2015 Published in Customer Service

Several years ago , INDESIGN did a story on how to “green” your jewelry operation – but the story came out just as the country was slipping into recession. After that, most jewelry retailers had to worry more about making ends meet than sourcing and sustainability. But today, those issues are more important to your customers (and potential customers) than ever.