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An Event Idea for Equal Pay Day, and More Important Dates for March

And don’t let National Puppy Day go to the dogs.

Published

3 years ago

February 15, 2021

INSTORE Staff Instore February 2021 Issue

An Event Idea for Equal Pay Day, and More Important Dates for March

31 Most working citizens labor the first few months of any year to pay off their obligations to Uncle Sam. That feels bad enough, but women then have to work another four months to catch up to men in terms of earnings. It’s this income disparity that is behind EQUAL PAY DAY, which marks the number of extra days the better half have to toil. Invite your women customers to come in to commiserate and reward themselves “fairly” for their hard work. And in 2021, people seem to be in the mood for social statements.

1 March is NATIONAL CRAFT MONTH, a celebration of the kinds of skills jewelers have applied for centuries. Think of an event to highlight the skills of your bench team and the more general delights of the hand-wrought art.

20 Spring is ART WALK season. See if there’s one happening in your area. Baxley Jewelers in Carrollton, GA, told us they hosted a local photographer as part of such an event and drew the largest crowds they’ve ever had.

23 Happy NATIONAL PUPPY DAY! Get your Instagram account ready. What’s cuter than a pup in pearls?

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”