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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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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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Chris Burslem is Group Managing Editor at SmartWork Media.

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