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A Fit Place to Meet Potential New Customers … and More Tips for July

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To our growing list of unlikely places to meet potential customers, Phillip Bosen of Bosen Associates recommends your local CrossFit class. He cites the following three reasons: 1) It isn’t cheap, but those who become regulars are committed to investing in themselves (ideal clients); 2) The sense of belonging to a tribe is quickly forged when you sweat and accomplish goals together; which in turn supports 3) People buying from people they know (You!). And you’ll get fitter, which is not a bad side benefit.

Reframing the Internet

Many jewelers lament the transparency that the Internet has brought to pricing and jewelry sales. But Alex Weil of Martin’s Jewelry in Manhattan Beach, CA, thinks they should welcome it instead. “We find it makes things easier when clients come in already knowing what to expect on prices and what they would like to purchase,” he says. “It remains up to us to provide the experience and fulfillment of the request.”

Build Better Sellers

If you’re a young store and don’t yet have a standout salesperson on your team, a good way to help create one is by sending staff members to other stores to watch their great salespeople in action. Have a relationship with a non-competing jeweler with outstanding salespeople in your state or region? Write a letter to them, starting with “Hey, I’d like to ask you for a really big favor …”

Quickest Draw Wins

Ready, aim, fire. That was overwhelmingly the approach of successful U.S. entrepreneurs, according to University of Virginia business scholar Saras Sarasvathy: The successful ones rarely made long-range business plans and scorned market research. Instead, they went for quick wins — a few sales, then a few more.

Concede Fast, Lose Fast

Britain’s chief Brexit negotiator David Davis’s management textbook, How To Turn Round A Company, offers some interesting takes on how to come out on top in business talks. His list of golden rules includes “quick negotiations are very bad for one party or the other” and “losers make the first concession on major issues.” Instead, he recommends making “piecemeal concessions with a declining concession pattern. Make the opposition work for their concessions, and when the deal is struck, make them feel that they have done well.”

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Hold Off On the “To” Field

Have you ever sent an email to the wrong person — like a long, sarcastic lament about a demanding customer … to that very customer? To prevent that from happening again, email app maker Sanebox suggests leaving the “To” field blank until you’ve proofread your email. It’s a small step that can save you enormous embarrassment. 

No Surprise Firings

An employee should never be surprised to learn they are being fired. If their first response is “Why, why me?” the fault lies with poor management, says Jack Welch, explaining that it was obviously never made clear to the individual that he or she wasn’t measuring up. Says Welch: “You tell the bottom 10 [percent] where they stand, and if they don’t improve, you tell them to go. You want to field the best team; the only way you’re going to do it is by having the best players.”

Pretend You’re at Home

Monique Breaux, lead designer with Posh Interiors in Lafayette, LA, says that increasingly, owners of sophisticated retail environments are looking to incorporate elements of residential design as they seek to make their spaces elegant but not intimidating. So, if you’re planning an update, consider consulting a designer who has experience designing upscale home interiors.


This article originally appeared in the July 2017 edition of INSTORE.

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Gene the Jeweler

It Was Hawaii Day at Gene the Jeweler’s Store … Or Was It?

In this episode of Jimmy DeGroot’s satirical Gene the Jeweler series, Gene learns that it was Hawaii Day at his store. At least that’s what his employee, Jeremy, says. But Jeremy’s answers aren’t quite adding up. It’s hard to say what this “Hawaii Day” was really all about.

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Tip Sheet

Learning to Love PITA Customers and More Tips for June

When starting out, go bold and quirky (just not weird), and the secret to a perfect break.

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CUSTOMER SERVICEEmbrace the Pain

In his most recent letter to Amazon’s shareholders, CEO Jeff Bezos said one thing he loved about customers is that they are “divinely discontent”. Their expectations only ever “go up,” he said. Eileen Eichhorn, owner of Eichhorn Jewelry in Decatur, IN, said decades working in her family store has taught her something similar about demanding customers: they make excellent references. “Pain-in-the-ass customers send us the best customers.”

STRATEGYBegin With Bold

When trying a new business venture (or even prototyping a new jewelry line), always try the wackier, quirkier stuff first, says Jason Fried, founder and CEO of Basecamp and author of the business bestseller Getting Real. “The deeper you get into a project, the more conservative it tends to get. Stranger ideas are more at home earlier in the process,” he recently wrote on his Twitter feed.

EVENTSBirthday Gifts Welcome

What month was your company born? Throw a birthday party and ask your customers to bring “gifts” of testimonials that you can use in your marketing. Including such third-party recommendations on your website and in your ads is one of the best ways around to convince others that your store is, indeed, the best place to shop, says Entrepreneur magazine’s Idea Site For Business.

HUMAN RESOURCESDivine Your Own Dress

Siegel’s Jewelry in Paso Robles, CA has solved its dress code issues by simply leaving it up to the staff. It’s part of a bigger strategy to emphasize the employees’ individual talents and unique tastes. “We think it is better for them to be different from one another and create a balanced set of skills and talents, than to all offer the same things,” says owner Ken Siegel. “Employees are happiest when they can be themselves and are encouraged to develop their own self in a safe and happy environment.”

STORE EXTERIORThe Big Picture

First thing to do before slapping a mural on the side of your building? See if the government will pick up part of the bill. Joe Declet of Fins and Skins in Pinellas Park, FL, got tired of telling new customers to look for the “ugly orange building,” so when his lease came up for renewal, he negotiated the right to add the mural. Working with a local artist, he now has a 30- by 50-foot mural depicting a coral reef — and the city offset his expense with a $1,500 grant as part of a beautification program.

MANAGEMENTBreaking Breaks

The most important thing to understand about breaks is that they are not a deviation from performance; they are part of performance, says Dan Pink in his latest business best seller, When: The Scientific Secrets Of Perfect Timing. “And the most restorative breaks are social rather than solo, outside not inside, moving instead of stationary, and fully detached rather than semi-detached.”

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Tip Sheet

Make Sure You’re Part of Your Charitable Giving, And More Tips for May

You’ll get to meet more people and feel better about your involvement.

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CUSTOMER SERVICEIn the Kid’s Corner

Adults needn’t be the only ones who view jewelry stores as houses of goodies. In addition to its well-appointed kids’ corner, Renaissance Fine Jewelry in Brattleboro, VT, provides customers’ children with gift-wrapped presents to make them feel special, too. “They will remember the stuffed animal or the funky handbag they got at Renaissance Fine Jewelry,” says owner Caitlyn Wilkinson.

PERSONAL Go Gray

Worried your relationship with your phone is less than healthy? Switch your display from color to grayscale, recommends Catherine Price in her book How To Break Up With Your Phone. (This is apparently so threatening to phone makers’ addiction business model, it’s hidden five levels deep on the iPhone: go to Settings > General > Accessibility > Display Accommodations > Color Filters.) Instantly, your phone is vastly duller. Try it for a day.

CHARITY Sell On Site

When you’re asked to donate to local charities, make sure to choose only events that allow you to personally participate, says Dianna Rae High of Dianna Rae Jewelry in Lafayette, LA. This way, you’re building relationships, rather than just donating an item to sit on a silent auction table. For example, when the local ballet asked High to sponsor their annual event, she paid the sponsorship fee and asked if she could set up a small table of jewelry for sale with a percentage of sales going to the ballet. “The women loved it, we sold a lot of jewelry, I met new people, and the ballet received more than if I had just paid the sponsorship,” High says.

STRATEGY Good Citizens

If you refer to potential customers as “prospects” or “targets,” Seth Godin urges you to stop and instead call them “citizens.” His argument is based on the view that the conventional marketing terms don’t reflect the way power has shifted in the marketplace. “Citizens are no longer the weak, isolated pre-consumers in front of a TV set in 1971, with few options. Now, they appear to be holding all the cards. It sounds a bit pretentious, but then, so do most terms marketers use.” You can’t help but become a little more humble and respectful, Godin says, when you use this term.

TIME MANAGEMENTLeave the Mess for Now

If you typically feel the urge to straighten your desk before you can start on meaningful work, The Guardian’s Oliver Burkeman suggests a simple rule: reschedule. “If your job permits it, schedule a daily deck-clearing hour — but at 4.30 p.m., not 9 a.m.,” he says. “It’s time to abandon the secret pride we procrastinators feel in having completed 25 small tasks by 10 a.m.; if they’re not the right tasks, that’s not really something to be proud of.” Instead, Burkeman recommends the timeworn advice to work on your most important project for the first hour of each workday.

MANAGEMENTMore Donuts

Want to add some fun to your store? Take a tip from Sherrie’s Jewelry Box in Tigard, OR, where “you’re never late to work if you bring donuts,” owner Sherrie Devaney says.

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Tip Sheet

How to Become an Idea Machine, and More Tips for April

One tip involves a jeweler who allowed a client to pour his own gold.

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Strategy Be an Idea Machine

Write down 10 ideas a day. “Do it for six straight months and see what happens. It actually turns into a super power,” says serial entrepreneur and author James Altucher. To collect his ideas, Altucher buys 1,000 waiter’s pads at a time from restaurant supplies websites (10 cents a pad). “They’re great for meetings because I have to keep concise lists, and they’re always good conversation starters.”

Podcast: Doug Meadows Shares the Ups and Downs of His Life as a Jeweler
JimmyCast

Podcast: Doug Meadows Shares the Ups and Downs of His Life as a Jeweler

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive
Over the Counter

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive

Podcast: Doug Hucker Discusses His Colorful Life on ‘The Barb Wire’
The Barb Wire

Podcast: Doug Hucker Discusses His Colorful Life on ‘The Barb Wire’

Management We Are Family

Leitzels’ Jewelry in Myerstown and Hershey, PA, has a cool rule to reinforce the store’s culture: Every day, each team at both its stores must include a Leitzel family member. “We take pride in every aspect of the business and build relationships. It is easy to overlook how cool it is to be a family-owned and operated business,” says third-generation co-owner Allison Leitzel-Williams.

Customer service Pour It On

The trend of customers wanting to be intimately involved in the creation of a piece of jewelry can be considered either an annoyance or an opportunity. Collins Jewelers in Dallas, GA, opts for the latter view, starting with taking the customer out to lunch to go over their renderings and then involving them in every step of production. “One customer wanted to pour his own gold, so we made that possible and he was ecstatic,” says owner Marty Collins.

Productivity Take an Unwanted Break

According to a recent Columbia University study, the key to getting the most out of work breaks is to stop even when you don’t feel like it. “Participants who didn’t step away from a task at regular intervals were more likely to write ‘new’ ideas that were very similar to the last one they had written,” the authors explained in Harvard Business Review. So, “if you’re hesitant to break away because you feel that you’re on a roll, be mindful that it might be a false impression.” It’s notable, too, that the “break” in each case merely involved switching tasks. A change, it seems, really is as good as a rest.

Community Show Your Spirit

Communion season, which often takes place after Easter to around Mother’s Day, can be a nice opportunity for a jewelry retailer that is involved deeply in its community. Orin Jewelers in Northville, MI, is one such business, sponsoring a host of activities in support of groups from USA Hockey to the local hospital. They also sponsor, as well as make custom jewelry for, the Catholic high schools in their area.

Management Bad News First

When you’re delivering good and bad news to employees, always give the bad news first, says Daniel Pink, bestselling author of When: The Scientific Secrets of Perfect Timing. Pink acknowledges this often feels counterintuitive, as many bosses hope that by starting out positively, they will cushion the bad stuff. “The reason has to do with endings. Given the choice, human beings prefer endings that elevate, that have a rising sequence rather than a declining sequence,” he says.

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