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A Promotional Idea for Men’s Grooming Day, and More Tips for August Dates

And don’t miss honoring National Dog Day.

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INSTORE August calendar

5 Neil Armstrong would have turned 90 this month (Aug. 5) and Louis Armstrong 120 (Aug. 4). One took a small step for mankind, the other wondered what a wonderful world this could be. In a year when there has been so much to get down about, mark their birthdays with a plan to produce your own line of inspirational pendants or charms with whatever theme seems fitting — love, unity, perseverance. (And if you need a reminder about the power of jewelry, keep in mind that Neil is believed to have left such a bracelet on the moon in memory of his young daughter, who died at the age of 2.)

1 Mark GIRLFRIENDS DAY by holding a “Bring A Friend Event” in the store. There’s nothing like a shopping buddy oohing and ahhing over a piece to get the acquisitional urges flowing.

21 On MEN’S GROOMING DAY, team up with a local men’s spa or upscale hairdresser. Print gift cards for them to hand out offering $50 or $100 in free store credit to be used with any of your men’s jewelry.

26 On NATIONAL DOG DAY, invite customers to bring in their “best friends,” hold a dog fashion show, and raise money for the local no-kill shelter.

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SPONSORED VIDEO

He Doubled His Sales Goals with Wilkerson

John Matthews, owner of John Michael Matthews Fine Jewelry in Vero Beach, Florida, is a planner. As an IJO member jeweler, he knew he needed an exit strategy if he ever wanted to g the kind of retirement he deserved. He asked around and the answers all seemed to point to one solution: Wilkerson. He talked to Rick Hayes, Wilkerson president, and took his time before making a final decision. He’d heard Wilkerson knew their way around a going out of business sale. But, he says, “he didn’t realize how good it was going to be.” Sales goals were “ambitious,” but even Matthews was pleasantly surprised. “It looks like we’re going to double that.”

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