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Calendar for Jewelers: August 2015

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Start doing a census of your jewelry market

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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.

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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.

UPCOMING EVENTS

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

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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.

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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.

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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.

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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.

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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

B I R T H S T O N E S

Peridot

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.

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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.

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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.

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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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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.

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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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