VIDEO IS HOW CUSTOMERS SHOP NOW. They watch before they buy, and they trust faces more than logos. A 30-day video challenge gets your team comfortable on camera — and gives you a library of content to post on those LinkedIn accounts you set up in January. (Find the full 30-day schedule at instoremag.com/30day.)
THE REQUIREMENT: Every team member shoots one short video per day for 30 days. Fifteen seconds to 90 seconds max. Phone camera, natural light, done. No editing, no retakes, no perfectionism allowed.
THE PITCH TO STAFF: “Nobody’s born good on camera — you get good by doing it badly 30 times until it clicks. This isn’t about going viral. It’s about losing the awkwardness so when a customer asks you to show them something on video chat or Instagram, you don’t freeze up. That confidence sells jewelry.”
THE MINIMUM STANDARD: Week 1: Kill the awkwardness with quick intros and store tours. Week 2: Talk about different types of jewelry — diamonds, colored stones, men’s, bridal, estate. Week 3: Tell real stories — why you do this, gifts that mattered, lessons learned. Week 4: Mix it up and find your voice.
WHY IT WORKS: Most people hate how they look on video — until they’ve done it enough that they stop caring. Thirty days breaks that barrier. You’ll end up with a handful of gems worth posting to LinkedIn, a team that doesn’t panic when the camera’s on, and salespeople who can connect with customers however they want to shop.
Want to get started? Here’s a proposed online schedule for you to follow over the next 30 days. Ready to get better at video? Commit to this and make sure you don’t miss a day!
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ONLINE EXTRA SCHEDULE
Week 1: Just Get Over Yourself
Days 1-7: Kill the awkwardness (15-30 seconds each)
- Day 1: Say your name and what you do. That’s it. One take.
- Day 2: Show one piece of jewelry you’d wear yourself. Say why in 10 words or less.
- Day 3: Give a store tour — just your counter or workspace. Keep walking, keep talking.
- Day 4: Introduce a coworker. Make them look good.
- Day 5: Something funny or weird about your store. Every store has one.
- Day 6: Your coffee order or lunch spot. Be a human, not a salesperson.
- Day 7: Watch Days 1-6. Cringe. Notice you got better. Move on.
Week 2: Talk About the Jewelry
Days 8-14: Product variety (30-45 seconds each)
- Day 8: A diamond piece. What makes this one special?
- Day 9: Something colored — sapphire, emerald, ruby. Tell us what draws the eye.
- Day 10: A men’s piece. Who’s it for? What’s the occasion?
- Day 11: Something under $500. Affordable doesn’t mean boring.
- Day 12: Estate or vintage. What’s the story you imagine?
- Day 13: A bridal piece. Don’t be cheesy. Be real.
- Day 14: Your personal favorite thing in the store right now. Sell us on it without “selling.”
Week 3: Tell Some Stories
Days 15-21: Get personal (45-60 seconds each)
- Day 15: A piece of jewelry that meant something in YOUR life. A gift, an heirloom, whatever.
- Day 16: Why you got into this business. The real answer, not the interview answer.
- Day 17: A customer moment that stuck with you. Keep it vague enough to protect privacy.
- Day 18: Something you learned the hard way in this job.
- Day 19: What most people don’t understand about jewelry (or this job).
- Day 20: A trend you love right now. Or one you secretly hate.
- Day 21: What you’d tell yourself on your first day here.
Week 4: Mix It Up
Days 22-30: Flex different muscles (45-90 seconds each)
- Day 22: Answer a question customers always ask. Be the expert.
- Day 23: “Three things to know before you buy [X].” Quick tips format.
- Day 24: React to a piece you’ve never really looked at. Discover it on camera.
- Day 25: Behind the scenes — repair bench, safe, anything customers don’t see.
- Day 26: Style advice: “If you like X, you might love Y.”
- Day 27: No script, no plan. Just pick something up and talk.
- Day 28: Redo Day 1. Same intro. Compare them. See the growth.
- Day 29: Your “why.” Why jewelry? Why here? Why does it matter to you?
- Day 30: Pick your best 3 videos from the month. You’ve got content now. Use it.
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