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April Fool’s Day, the Grammys, and Other Big Dates in April

And a tip to ensure you’re not missing the target on National High Five Day.

Published

2 years ago

March 17, 2022

INSTORE Staff Instore March 2022 Issue

April Fool’s Day, the Grammys, and Other Big Dates in April

1 If APRIL FOOL’S DAY in your store means hand buzzers and whoopee cushions, you may be having a laugh but missing out on a top marketing and liquidation opportunity. Over the years, we’ve heard of several jewelers who have generated great business with an “April Fool’s Day Sale — It’s no joke! — 50 percent off all in-case merchandise.” (The best merchandise is of course kept safe and sound in the vault.)

4 Now is your chance to show your store is on top of the trends with coverage of THE GRAMMY AWARDS on the heels of last week’s Oscars. Warm up your Twitter handle.

10 Today is THE 100TH DAY OF THE YEAR, an excellent point to do a little self-assessment. Take a long walk and ask yourself how you are progressing (leave the phone behind).

21 Nothing is less inspirational than a boss who misses with their high fives. On NATIONAL HIGH FIVE DAY, keep in mind this tip from Wired magazine: Keep your eye on the elbow; that’ll automatically line up your mitts.

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.”