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Manager's To Do

Calendar for Jewelers: April 2016



National Fun At Work Day

Every day should be spiced with fun and a playful attitude, but especially National Fun at Work Day on April 1.


When you think of senior citizens you probably don’t
immediately think of baby boomers, but that’s increasingly
who they are. This month, OLDER AMERICANS MONTH, devise
a project that targets this still important demographic — maybe
a tie-in with Bob Dylan’s 75th birthday (May 24, 1941) or maybe
a jewelry roundtable. Boomers may have stopped blowing in the
wind, but they still like to get out and experience and learn new

This article originally appeared in the May 2016 edition of INSTORE.


1 Today marks the 35th
anniversary of the debut of
, considered the first
big corporate loyalty program.
In the intervening three decades,
American Airlines’ fortunes have
fluctuated, but loyalty programs
are everywhere, which should
tell you something: The secret to
repeat customers isn’t hard-toredeem
miles, it’s the quality of
the experience you offer. When
that experience exceeds expectations,
customers will be back, and
they’ll tell their friends. You can
help it along, however, by rewarding
referrals, remembering
names and offering insider perks. Repeat customers invariably
account for the bulk of your sales

1-7Each May, Washington
as an opportunity
to pay tribute to the key contribution
made by small business to
the national economy, but that’s
about where it stops. With elections
looming, get active in your
local business groups to see the
issues that matter to you, such as
taxes and the regulatory burdens,
get paid more than lip service.


MAY 2-3
Watch & Jewelry
Guild Show
Brooklyn, NY


MAY 3-7
Jewellery &
Watch Show
Abu Dhabi, UAE

MAY 4-8
Shanghai, China

MAY 7-11
Arezzo, Italy

GLDA Las Vegas
Gem Show
Las Vegas, NV

MAY 30-31
Watch & Jewelry
Guild Show Las
Vegas, NV

JCK Luxury
Las Vegas, NV


, raise a margarita in honor of
General Ignacia Zaragoza Seguin and his brave patriots and lay out
a special presentation of your
best turquoise and silver lines.

8 MOTHER’S DAY, one of the
big days on a jeweler’s calendar,
means it’s actually time
to think small: community, kids
and price points low enough
to be accessible to all. Corinne
Jewelers in Toms River, NJ,
covered all the bases with their
Junior Jeweler competition last
year in which local elementary
school students were invited
to design a piece that the store
would make for the winner’s
mother. The level of excitement
was “off the charts” both for the
students and staff, says Corinne’s
owner Ryan Blumenthal. “For
our designers, it was like the thrill
they get from creating a great custom
piece, times 10.”

is a perfect time
for reflection on one of his important
lessons: Focus on what’s
important and on what works
and let go of the rest. This applies
to advice offered by mentors
and staff, the work practices you
use now and what you read in
INSTORE. Invite input, keep an
open mind, and act to declutter.

19 PThe book that inspired
arguably the most famous
and romantic movie of all time
celebrates its 80th birthday today.
is a great excuse for a party. Read
book excerpts, hold a costume
contest, do impressions (“I don’t
know nothin’ bout birthin’ babies,
Miz Scarlett”) or hold a trivia

30 MEMORIAL DAY is here,
and along with it the
unofficial start to summer. Leave
the discounting to stores selling
big-screen TVs, but freshen your
displays to reflect the seasonal
change: Casual couture, cord
bracelets, palm-tree charms?
We’ll leave the choices up to the
experts … you!


Gause and Son Jewelers


Gary Youngberg learned two
things at college: University
wasn’t for him, but jewelry most
certainly was. An attempt to
make a Valentine’s Day present
for his then girlfriend/now wife,
Karen, sparked a lifelong love of
jewelry-making. Starting as a
dorm-room workshop (equipped
with a torch no less), his business
has grown to be an institution in
downtown Ames, IA, with a staff
that includes Gary and Karen’s
two sons, Kyle and Kirk. The
Youngbergs attribute the store’s
longevity to hard work, having
fun, and an appreciation that as a
“family, we are on call 24/7/365.”
He plans to celebrate the anniversary
with a rare sale (held only
every five years) and a party.



Few stones are as
flawed (or at least
included) as the
EMERALD, but that
didn’t deter maharajahs
and sultans seeking them out
for their turbans and European
kings for their crowns for hundreds
of years. And even today,
they’re still unlikely to be at their
best without a lot of cutting and a
little oil. Emerald is the traditional
gift for the 55th wedding anniversary,
but it can also be given on
the 20th or 35th anniversary.



Wilkerson Testimonials

Not GOB (Going Out of Business) but TMM (Too Much Merchandise)? It’s Wilkerson To the Rescue!

With a remodeling project looming, the time was right for Steve and Linda Hammalian, owners of Little Treasure Jewelers in Gambrills, MD, to call in the Wilkerson pros. The couple needed to liquidate excess, aging inventory. Steve says he’d totally recommend them. “Wilkerson offered a comprehensive solution in terms of advertising, in terms of on-site presence and for their overall enthusiasm. They’re also really nice people.”

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Manager's To Do

Add These Dates to Your To-Do List to Ensure a Productive May

Mother’s Day, the Vegas shows, summer and more guarantee it will be a busy month.




May 5-11

SALES Everything should be in place for Mother’s Day (May 12). Remind salespeople that it’s a fantastic opportunity for add-on sales in the form of matching jewelry. What have you bundled for dad and daughter to buy together for Mom?

PLANNING If you’ve typically taken your annual vacation in July, why not shake things up a bit and opt for vacation in August this year? Who knows what your community’s jewelry needs are like in July if you’ve never really been present.

STRATEGY Vegas bound? (JCK begins May 31.) Hunker down with your POS system. Be clear on what you are trying to achieve at the show. What are your goals? To attract female self-purchasers, expand your bridal clientele with new bridal product, increase margin with in-house branded collections? (And keep an eye out for our June trends guide toward the end of the month at — it could be a huge help.)

May 12-18

MANAGEMENT Start meeting with staff at least monthly to share three “good things” to build on and three “development areas.”

MARKETING Your best customers are your current customers. Identify your 200 top customers. Draft a plan to market to them in the second half of 2019.

SECURITY Hotels in Vegas make it clear they are not responsible for loss or theft of items brought into their property. If you travel with goods, look into getting insurance.

May 19-25

OPERATIONS Hurricane season is ahead in many parts of the country. Run through a checklist to ensure that your bad weather protocol is up to speed.

BUYING This year, be organized and professional in front of your vendors in Vegas — prepare all your reports and forms. Re-confirm your appointments, and get cell phone numbers so you can contact them if you need to.

May 26-June 1

BUYING In Vegas, make a point to visit the Design Atelier at Couture and The Design Center at the JCK Show. The talented designers in these sections create jewelry unlike anything you may have seen, which will engage your most consistent clients while also opening up new markets.

SHOP Slow season project: Take photos of all waxes not already in your CAD library and add them.

MERCHANDISING With summer on the way, Larry Johnson says redo the props in your showcases to give a fresh look. Throw away those seashells in the pearl case and replace them with props that show your customer all the places in town where she can wear those beautiful pearls.

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May Day, Sea Monkey Day and More Important May Dates

One is a day to remind yourself that ultimately, you’re selling emotional benefits.




1 Elsewhere, the proletariat may be standing shoulder-to-shoulder on May Day, singing “L’Internationale” to show solidarity with their daily toil, but in the good ol’ U.S. of A, that’s not considered politically correct. In place of class struggle, tell your staff you want to hear what can be done to make your store a better place to work. Ask your employees to come up with three small things each that would make their working days more pleasant. Implemented right, small things can go a long way to making employees feel empowered, involved and happy to be at work.

4 AUDREY HEPBURN, who was born on this date 90 years ago, did more for little black dresses and diamond earrings than anyone else in history. Mark the occasion with an invitation-only morning event with your favorite customers.

14 The BIRTHDATE OF THE BUDDHA is a perfect time to focus on what works and let go of the rest. Invite input, keep an open mind, and act to de-clutter.

16 It helps to be smart in your marketing, but bold is so much better. Remember that today as the world celebrates SEA MONKEY DAY — a briny nod to the power of selling emotional benefits.

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Siblings Day, National Volunteer Week and More Important April Dates

Seize on this date to own the ideas of truthfulness and trust in your community.




10 Sure, sometimes they wouldn’t surrender the TV remote, and you had to wear red because they got the blue top, and they never seemed to do their fair share of the dishes … But they are also the only other people on the planet who understand what weirdos your parents are. On National Siblings Day, remind your customers of all this. Siblings are like the best friends we never asked for but are really glad we have. They deserve a nice surprise gift — in red.

7 On National Volunteer Week, pick up litter on roadsides or in your local creek, serve food to homeless, repaint the children’s shelter; do something to give back to your community.

14 On Be Kind to Lawyers Day, send a cheery note of thanks to yours for their hard work keeping your business safe from legal jeopardy.

30 Those honored on National Honesty Day are given “Abes” to mark their commitment to truthfulness. Sponsor an event at a local school. Own the ideas of truthfulness and trust in your community.

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