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Editor's Note

A Big Thank-You to Readers for Taking Our Big Survey

The results would be meaningless without your participation.

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IT’S THAT TIME of the year again … time to find out just how this year has gone for jewelry retailers across North America! In other words, it’s time for INSTORE’s annual Big Survey, the most massive data-gathering exercise conducted exclusively with retail jewelry store owners and managers.

And as always, the survey was quite big — in more ways than one. We ask a lot of questions because we know that you want a lot of answers. Unfortunately, that also means it takes a LONG time to complete (about 45 minutes to an hour). We know that’s a lot to ask of our readers, especially when you’re so busy every day, and so we appreciate your participation — and hope that the results you’re about to read make it worthwhile.

Our Brain Squad came through in a big way this year, as it does every year, and we received participation across most of the country (where are you at, Hawaii, Wyoming and Washington D.C. retailers?). If you’re not already part of our Brain Squad, we would love to add you to the list. You’ll receive our monthly survey (which is MUCH shorter than the Big Survey), and you are never required to fill it out … just do it when you’re able to. Your survey answers make it possible for us to write the stories you read every month.

Ready to read about this year’s best-performing jewelry, most effective tech acquisitions, salary ranges for all positions, and yes, lab-grown diamonds? Then turn to page 32 and get started!

Now Introducing The INSTORE Show, Coming to the Chicago Area in 2023!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

  • Give each employee time for a dinner once a week with his or her family. Send a thank-you note with a bottle of wine to their “significant others.” (Manager’s To-Do, p. 24)
  • Keep staff updated on your advertising, so when someone asks for “that ring in they saw on your Facebook page,” your salesperson knows what he’s talking about. (Manager’s To-Do, p. 24)
  • Divide each salesperson’s earnings by their total sales to compare efficiencies. (David Geller, p. 68)
  • When presenting diamonds, always start with mined diamonds first. Have your lab-grown diamonds on the left, mined on the right and bridal in the middle. (Shane Decker, p. 70)
  • Improve SEO by optimizing for voice search, which means creating knowledge-based articles on your website that provide concise answers to common questions. (Andrea Hill, p. 71)

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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