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Bring Excitement Back to Father’s Day, and More Important Dates for June

On Splurge Day, your customers should be thinking about one place: your store.

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20 Johnny Depp, Brad Pitt, Jamie Foxx, Pharrell Williams. Think of the biggest male fashion icons of the last two decades, and you’ll realize two things: Most of them are nearly 60, and they all wear jewelry. Why then is it so hard for people to associate jewelry with FATHER’S DAY? Jewelers must take some of the blame. Kids and wives seem particularly challenged when it comes to Father’s Day gifts. They need ideas. And jewelers should be providing them. Get imaginative and ramp up your marketing this June.

1 Today is SAY SOMETHING NICE DAY. Consultant Megan Crabtree suggests you create a bulletin board in the back of the store where all team members can put a Post-it stating one thing they love about a team member.

8 On NATIONAL BEST FRIENDS DAY, be sure to post gift ideas on social media that people can purchase for their BFF. One that immediately comes to mind: matching bracelets.

18 It’s a scientifically proven fact: Occasional self-treats are good for mental health. On NATIONAL SPLURGE DAY, come up with selections or a shared marketing plan (maybe with a pedicurist) that encourages your customers to reward themselves.

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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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