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Manager's To Do

Calendar for Jewelers: April 2016

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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.

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
things.

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

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1 Today marks the 35th
anniversary of the debut of
AMERICAN AIRLINES’ FREQUENT
FLIER CLUB
, 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
uses NATIONAL SMALL
BUSINESS WEEK
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.

TRADE SHOWS

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

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

MAY 4-8
Jewellery
Shanghai
Shanghai, China

MAY 7-11
Oroarezzo
Arezzo, Italy

MAY 30-JUNE 2
GLDA Las Vegas
Gem Show
Las Vegas, NV

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

MAY 31-JUNE 6
JCK Luxury
Las Vegas, NV

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5 On CINCO DE MAYO
, 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.”

14 The BIRTHDATE OF THE
BUDDHA
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.
The ANNIVERSARY OF THE PUBLICATION
OF GONE WITH THE WIND
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
quiz.

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!


HAPPY 40TH ANNIVERSARY TO

Gause and Son Jewelers

AMES SILVERSMITHING, AMES, IA

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.


BIRTHSTONES

EMERALD

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.

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VIDEO HIGHLIGHT

Wilkerson Testimonials

Texas Jeweler Knew He'd Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

Most retailers only have one GOB sale in their lifetimes. This was the case for Gary Zoet, owner of Shannon Fine Jewelry in Houston, Texas. “Wilkerson has done thousands of these sales,” says Zoet. “I’ve never done one, so it’s logical to have somebody with experience do it.” The result exceeded Zoet’s expectations. Wilkerson took care of everything from marketing to paperwork. When it’s time for you to consider the same, shouldn’t you trust the experts in liquidation?

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Manager's To Do

Capitalizing on Valentine’s Engagement Sales, March Madness Ideas and More Manager’s To-Do Items for March

Your managerial planning for the month starts here.

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Mar. 3-9

BUDGETING Time to get started on making a budget for the 2019 buying season and get ready to trade in old inventory for new inventory. Also, if possible, have an inventory reduction sale to get rid of the dated inventory before going to Vegas.

SALES FLOOR Beware the ex-brides of March! Divorce filings are highest this month. Do you have a script ready explaining why the resale value of an engagement ring may not meet the customer’s expectations? If not, get busy.

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should
Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store
Jimmy Degroot

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage
Gene the Jeweler

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

MARKETING Remember all those clients who bought engagement rings in advance of Valentine’s Day? Call to see what their plans are for wedding bands.

Mar. 10-16

MERCHANDISE It’s March. Embrace the madness. The NCAA Men’s Basketball Finals starts on March 17 and runs through to April 8. It’s a great chance to clear out old inventory with a quick Sheer Madness Sale! At the very least, organize a pool for staff.

SHOWROOM Is your custom area as friendly as it could be? Does it feature a gallery highlighting past designs, portraits of satisfied customers, updated displays, appropriate lighting, a signature scent?

Mar. 17-23

MARKETING Hold a Prom Dress Party. Encourage girls to bring their dresses into the store and try on jewelry with the dress. Identify pieces to excite them at prices that will entice a sale (that means jewelry with a big look for less money).

MERCHANDISING Pull out your promotional calendar and view it from the perspective of using the events to manage and reduce specific inventory. Annual customer appreciation sales, trunk shows, open houses, and repair/jewelry remodeling events can all give your finances an even greater boost if you execute them with a view to moving certain items.

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MANAGEMENT Download a time tracker to your phone and start logging how you spend your work life — not because there’s much value in the record you create, but because the very act of recording can have a powerful psychological impact, leading you to use your time much more efficiently. (Warning: Brace yourself to be alarmed at how you fritter away time.)

Mar. 24-30

SHOWROOM In one analysis of a university building in Oregon, workers on the greenery-facing side took 19 percent fewer sick days. It apparently has to do with how we evolved to function best in nature-rich settings. If you can’t knock a side wall out to provide a view of the glorious outdoors, buy a few potted plants to place around your sales floor.

PERSONAL Take an inventory of your tech use and evaluate each item for its usefulness, working on the assumption that if something can’t justify itself, it’s out. Exit the social networks you barely use and get rid of the apps that, when you think about it, have no benefit. Yep, that means Candy Crush may have to go.

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Calendar

Day of Unplugging, Near Miss Day and More Important March Dates

Don’t miss your chance to have a parade for Mardi Gras.

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20 There’s a reason the Hare Krishnas hand out flowers before soliciting donations — the awesome hold reciprocity has over humans. The psychologist Robert Cialdini notes in his bestseller Influence that we’re so deeply primed to reciprocate generosity that customers who receive a free gift become far more likely to make a purchase “in return.” Since it’s spring, take a tip from the Hare Krishnas and hand out fresh flowers to customers.

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should
Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store
Jimmy Degroot

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage
Gene the Jeweler

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

4 Day of Unplugging. The challenge: 24 hours without phone or Internet contact. Can you do it? The benefits are said to be surprising.

5 Celebrate Mardi Gras with a bead party. Cook up some red beans and rice, stick on some music and have yourself a parade.

23 Thirty years ago, a mountain-sized asteroid passed within 500,000 miles of Earth — a very, very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your or your sales associate’s recent “near misses” and debate what may have saved the sale. A lower price? More romance? Bruce Willis?

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Calendar

Single Tasking Day, Red Carpet Season and More Big Dates for February

The essential jeweler’s calendar for the month starts here.

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4 With more than two billion users, you need to be sure you’ve fully explored the potential of Facebook. On the 15th Anniversary of Facebook’s Launch by Mark Zuckerberg and three friends, adopt the company’s motto, “Move Fast and Break Things,” and commit to shaking things up with your social media marketing. Test some sponsored posts. Get absurdly specific with your targeting. Try a contest. Try more video. Follow INSTORE’s Facebook page at facebook.com/instoremag.

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’
The Barb Wire

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths
Over the Counter

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths

Podcast: How to Find Good People and Avoid Employee Nightmares
JimmyCast

Podcast: How to Find Good People and Avoid Employee Nightmares

10 Red-carpet season rolls on with The Grammys today and The Academy Awards on Feb. 25. Slip into fashion-maven mode and get your customers excited about jewelry’s cutting-edge trends with tweets, snaps, posts and blogs.

14 Love with a touch of panic is one way to look at Valentine’s Day. And not just for the guys. If you need ideas, go to instoremag.com and test out our archive search.

22 On Single Tasking Day, let your brain do what it’s been designed so beautifully to handle — focus on one thing at a time: one conversation, one meal, one task, one baseball game.

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