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Calendar for Jewelers: August 2015



Start doing a census of your jewelry market


1 On this day in 1790, the United States conducted its first census (it tallied 3,939,326 people, about 700,00 of whom were slaves and 95 percent of whom lived on farms). Much has changed since then but not the need to know basic demographic information. Mark the 225th anniversary of the first population count with a survey of your market: number of households, the total dollar value, and your share (your vendors and local chamber of commerce should be able to help). Finally, set some realistic goals. We’ll check back in 10 years to see how you’ve done.

This article originally appeared in the July 2015 edition of INSTORE.


8 With the typical American family stopping at less than two kids, middle children are somewhat of an endangered species these days. That might account for why they tend to be more introverted and quieter than their book-end siblings. Nevertheless, bust out a good wine (not too old, not too young) and invite middlings to come in to celebrate today, Middle Children’s Day, with some specially selected and priced merchandise (not too high, not too low).

13 Mark National Left-Handers Day by performing a few simple tasks such as eating or brushing your teeth with your non-dominant hand. The idea’s not to show solidarity with southpaws but to force your brain to relearn a common activity in a new way. According to recent studies, you’ll grew new neural connections, which will make you a smarter jeweler and help ward off Alzheimer’s.


Aug. 3-6 6th India International Jewellery Week, Mumbai, India


Aug. 6-10 India International Jewellery Show, Mumbai, India

Aug. 8-10 Atlanta Jewelry Show, Atlanta, GA

Aug.14-16 LA Antique Jewelry & Watch Show, Los Angeles, CA

15 There’s nothing more heartening to the seasoned retailer than to see two best-friend shoppers armed with credit cards and on a mission to enjoy themselves. Encourage such reckless abandon with a Best Friends Day promotion, such as a special discount or gift for a customer who comes in with a pal. Encourage them to post their finds on Facebook so their other friends can comment.

18 Today is BAD POETRY DAY. And for those of you whose reaction to that announcement was: “Hey, I thought all poetry was bad,” all we can say is … “Philistines!” Personally, INSTORE thinks that a bad poetry contest is one of the most entertaining events you can hold in your store. Invite your customers to submit an “Ode to he/she who is exalted.” Sparkling prize to the winner.


On Men’s Grooming Day, team up with a local men’s spa or upscale hairdresser. Print up gift cards for them to hand out offering $50 in store credit to be used with any of your men’s jewelry..

Promote Kiss and Make Up Day

It’s a lot easier to kiss and make up with a present from your store.

If you’re like most jewelers, your job is twofold: part merchant, part marriage counselor. Today is a day when you can use the latter to benefit the former — Kiss and Make Up Day. Give those bickering couples a chance to bury the hatchet with a special gift from your store.

If you don’t normally allow dogs in the store (your bad purchases aside), make an exception today, National Dog Day. Invite owners to bring in their best friends, hold a dog fashion show, and raise money for the local no-kill shelter.

Given that you are also in the old-carbon extraction business, you’re more or less obliged to mark national petroleum day. Do your bit for energy security by seeing if it’s feasible to organize a car pool among neighboring retailers to get your staff to work.

S T O R E    A N N I V E R S A R I E S

jewelry store anniversaries Jae’s Jewelers

70 Years: Jae’s Jewelers

Coral Gables, FL

a As a budding watchmaker, the young George Hornik had an appropriately good sense of timing. Fresh from being discharged from the Navy toward the end of World War II, the Brooklyn native took his newly burnished horological skills and headed to soon-to-be booming Miami, where he opened his first business repairing watches for $1 apiece. A decade later, George and his wife, Helena, relocated to the soon-to-be fashionable Miracle Mile in Coral Gables. Jae’s Jewelers has been there ever since, evolving into a full-service jeweler. Last year, the store was named Coral Gables Retailer of the Year in recognition of the family’s contributions to the local area. “(The award showed) our commitment to providing exceptional products and services,” said Jill Hornik, George’s granddaughter, and Jae’s marketing manager.

Peridot is the birthstone for August



Peridot: The slightly faded green of grass in August, limes bobbing in a tall glass of soda and peridot dangling from silver earrings or a bracelet. Some colors are intrinsically entwined with summer and so it is with August’s birthstone, which has a history as a gemstone that dates back to ancient Egypt, Land of the Sun. Peridot is also recommended as a gift for the 16th wedding 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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