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Manager's To Do

Brainstorm Short-Form Videos, Take Care of Those Maintenance Jobs, and Other To-Dos for April

Use this slower time to reach out clients who may need a reappraisal.





Apr. 2-8

MARKETING In 2023, short-form videos are the way to go. Brainstorm content that will attract your ideal customer. And it’s not just TikTok. Facebook, Instagram, Pinterest and YouTube all provide endless opportunities for short, bite-sized videos featuring fashion jewelry and engagement rings. Get creative and make the most of this trend.

OPERATIONS Spring cleaning out of the way, it’s time to turn your attention to maintenance projects. Review your building to see what needs repairing, re-tiling, a spot of paint, etc. Maybe bring in an outsider to catch those spots you just don’t see.

INVENTORY Scan your showcases. It’s time to make room for the upcoming buying season. Might also be time to look into launching that eBay account to clear those duds of yore.


Apr. 9-15

TRAINING Hold a mini-conference right in your own office. Assign each staff person a topic for a 5- to 10-minute presentation. Extra team-building points if you make the event a potluck lunch!

METALS Shipping gold to a refiner? Ask him if he’ll take your used watch batteries (they usually contain silver). Consider it your good deed ahead of Earth Day (April 22).

MARKETING Call a meeting with staff to come up with marketing ideas for Mother’s Day (May 14). Dad and child evening? Mom and daughter event? Cross promotion with a spa? Bring a list of ideas to the meeting.

Apr. 16-22

CRM There’s likely lots happening in your customers’ lives right now: school concerts, playoff games, communion, proms. Follow your top clients on social media and congratulate/acknowledge important events when they post them, says Kathleen Cutler, CEO of Kathleen Cutler Strategy. “Social media should be a two-way conversation if you want the goal to be a genuine relationship with your clients.”

MARKETING Brush off the cobwebs in your old marketing files. This is a great time to revisit successful promotions from the past and reconsider ideas that might deserve a second look. It doesn’t always have to be new.


Apr. 23-29

MARKETING Prom season, the biggest night of high school for many girls, lies just ahead. Focus your marketing on price-point gifting, says AGS-certified sales pro John Nicolosi. “Many parents also purchase jewelry gifts for their graduating students during April. Why not capitalize on the opportunity and keep your gifting price-point goods in stock and top of mind?”

APPRAISALS Use the slow months (April, July-September) to check client files to see who needs to have an appraisal updated. Send out a postcard reminder.

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It Was Time to Make a Decision. It Was Time to Call Wilkerson.

Except for a few years when he worked as an accountant, Jim Schwartz has always been a jeweler. He grew up in the business and after “counting beans” for a few years, he and his wife, Robin, opened Robin James Jewelers in Cincinnati, Ohio. “We were coming to a stage in our life where we knew we have to make a decision,” says Jim Schwartz. He and Robin wanted to do it right, so they called Wilkerson. The best surprise (besides surpassing sales goals)? “The workers and associations really care about helping us move out own inventory out of the store first. It was very important to us.”

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