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10 Things that Jewelers Who Had a Great Christmas Did

‘Keeping our best sellers in stock helped make our holiday sales soar.’

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10 Things that Jewelers Who Had a Great Christmas Did

The 2018 holiday season was a roller-coaster ride. Here, 10 jewelers identify the one thing that allowed them to end the season on a high.

1. Reordered quickly: “Keeping our best sellers in stock helped make our holiday sales soar.”— Karen Hollis, K. Hollis Jewelers, Batavia, IL

2. Focused on custom design: “Almost every customer wants custom tweaks done to their ring. Of course, there is and always will be a market for the less than $2,000 stock engagement ring that we must carry but almost anything above that price, clients want to custom order.” — Response provided anonymously via weblink.

3. Beefed up their e-commerce operation: “My online sales were phenomenal, more than double December last year.”— Janne Etz, Contemporary Concepts, Cocoa, FL

4. Stopped competing in categories where online sellers are strong: “Thank goodness we don’t rely on SKU’d inventory to stay in business. Internet sales have now taken away the bread-and-butter sterling silver sales.” — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH

5. Invested in social media advertising. “I only spent $50 tops on Facebook ads for Christmas and got a HUGE return on my investment.” — Response provided anonymously via weblink.

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6. Stocked up on yellow gold: “We didn’t have enough selection in yellow gold. Yellow is back.” —– Connie Stagner, Acori Diamonds & Design, Friendswood, TX.

7. Stopped selling beads: “Finally, a Christmas without having to spend time selling Pandora. Profits and average sale way up. Investing in our staff training is and always will be our top priority.” — Scott Wickam, Goldsmith Gallery Jewelers, Billings, MT.

8. Went direct to “every door” with a mailer: “We did EDDM on a 16-page book we designed. Very pleased. Worth the dollars.” — Response provided anonymously via weblink.

9. Focused ad dollars on December: “We flip-flopped our marketing budget. Big bucks went into December, small bucks into November. Black Friday has become a non-event for us now.” — J. Dennis Petimezas, Watchmakers Diamonds & Jewelry, Johnstown, PA

10. Got personal: “Up 35 percent even though our neighbor was running a ‘70 percent off’ retirement sale. We went old school and handwrote a personalized greeting in our Christmas card. No TV, no radio, no print ads.” —Response provided anonymously via weblink.

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This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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