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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.’




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.


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.

Chris Burslem is Group Managing Editor at SmartWork Media.



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Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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