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Manager's To Do

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.



Les Georgettes

It’s All About Choices

With beautiful jewelry from Les Georgettes, choice is everything. Choose a design. Change colors. With 30 styles, 3 finishes and 48 stunning leather colors, you’ll never be at a loss for a unique piece of jewelry. Create, mix, stack and collect Les Georgettes by Altesse. Made in France.

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Manager's To Do

A Trick to Selling More Platinum, And Other Manager’s To-Do Items for September

And here are some great tips for infographics in your store.




Sep. 1-7

INVENTORY The economy may be slowing a tad, but the wealthy keep getting richer. That is allowing more people to trade up from the standard 1-carat diamond engagement ring. But to sell 2-, 3-, or 4-carat pieces, you need to have a few on hand, says David Brown of the Edge Retail Academy. Start experimenting with more expensive bridal sets.

MARKETING Conduct an advertising review. If it’s bridal sales you desire, put that shotgun away. Pick one or two advertising media, based on their reach and return on investment, and concentrate on them. That requires courage and perseverance, but it’s the surest way to break through the chatter and win that key top-of-mind presence in your local market that will deliver engagement ring sales.

Sep. 8-14

STAFF Few things are more important to staff than having the sense that their work matters. As bridal season approaches, make it a constant refrain in your strategy meetings: you’re helping people with one of the most important decisions of their life.

SHOWROOM “It’s remarkable,” says merchandising expert Sally Furrer, “how often diamond areas are underlit in stores.” Crank up the lights.

Sep. 15-21

TRAINING The rise of the bead phenomenon in the last decade caused many jewelers to cut back on diamond sales training. If that happened in your store, look to bring in a trainer who specializes in bridal goods. It’s a whole different skill set.

MARKETING Twitter’s search function, along with free applications like TweetDeck, can be great tools for market research and lead generation. Start monitoring your competitors’ brand names and hashtags to see what people are saying about them and you. Set keywords related to bridal sales in your market and don’t be afraid to follow up (unsolicited messages from strangers is a fact of life in the Twitter-sphere).

Sep. 22-28

SOCIAL Want to take your social media efforts to the next level while educating your clientele about bridal in a way they’ll remember? Think infographics. Whether charting the evolution of diamond cuts or providing tips on ring cleaning, infographics are a great shareable way to communicate your message. Try these free infographic websites:,,

SALES Want to sell more platinum? Highlight its staying power. Keep an old white-gold ring and an old platinum one behind the counter to show customers what happens to the two metals after a few years. One of platinum’s strengths is the durability of its white color, which won’t fade or change (like an enduring love, hint, hint) and will continue to complement a diamond, as opposed to white gold, which fades to yellow.

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Yarr! It’s International Talk Like a Pirate Day and More Important Dates for September

“I’ll be paying top dollar for whatever golden loot ye’ve got stashed in your little treasure chest.”




19 Many jewelers seem to have forgotten what a lucrative earner gold buying can be. Luckily, International Talk Like A Pirate Day is here to remind you. Yarr, have some fun with your advertising. “Yes, me hearties, Cap’n Jack Black Diamond has gone straight. I’ll be paying top dollar for your doubloons, old lockets or whatever golden loot ye’ve got stashed in your little treasure chests. Come see the Cap’n before the sharks get ye.”

01 On NATIONAL NO RHYME (NOR REASON) DAY, challenge your customers on social media to come up with words that can’t be rhymed. Three you can probably put to good use in your posts that day are “spirit,” “silver” and “woman.”

06 Today is FIGHT PROCRASTINATION DAY, and if you’re one of the many afflicted, try this trick: when jotting down a to-do item, keep rephrasing it until it involves the use of your limbs: “Pick up phone and call …”, “Open laptop and search for …”

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Remembering Woodstock, The Little One’s First Day in Kindergarten, and More Useful August Dates

You’re always busy, but this month, get things done.




19 Mark the 30th anniversary of the launch of Stephen Covey’s THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE by doing something in its spirit: keep a journal of everything you do, broken down into 30-minute increments. At the end of each workday, assign a value — 1, 2 or 3 (the lowest) — to your time, and at the end of the week, evaluate the results. They may well surprise you. Obviously you want to be spending at least half your time on No. 1s.

1 August is GET READY FOR KINDERGARTEN MONTH. On the first day of school, invite all new kindergarten moms to come in for mimosas and snacks. They can reward themselves for surviving this milestone.

4 The FIRST ELECTRIC LIGHTBULB sparked to life 140 years ago today. Mark the occasion with a brainstorming session with staff for fourth-quarter promotions.

15 Fifty years ago today, the promise of free music, a good time, and … umm … a pretty good shot at “getting lucky” drew 400,000 young people to WOODSTOCK, NY. To many folks, that’s much the same promise that jewelry makes (minus the music). Roll back the years with a store party.

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