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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.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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