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Calendar for Jewelers: December 2015



Attract Self-Gifters

Sure, it’s the season of giving. But your customers also won’t mind giving something to themselves. Have those impulse buys ready!


’Tis the season of giving, to the person customers love most: themselves! Last year, 57 percent of holiday shoppers bought something for themselves, spending an average of $127, according to NRF data. These shoppers basically fall into two types: those looking to take advantage of doorbuster sales, and those making impulse buys. It’s the latter you should target. A marketing message that says something along the lines of “From us to you,” “Go ahead, reward yourself” or maybe “One for them, two for you,” always goes down well at this time of year. Play it up on your bulletins, website and in-store signs.

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


5 There’s something to be said for outrageous marketing; just ask the industry’s enfant terrible, Steven Singer. But it is possible to celebrate Bathtub Party Day without beers, suds and girls in bikinis. How so? A bathtub party for your customers’ jewels! Yes, we’re thinking your ulstrasonic. Invite customers to bring in their favorite old rings for a tub. (This is the perfect week to get them in the store before the action reaches its peak.)

6 If you live for the salesfloor action, you’ll love where you are right now. Only two and a bit weeks to go until Christmas, and there’s a constant flow of customers looking to spend, spend, spend. As demanding and unreasonable as those shoppers can sometimes be, keep your spirits high and keep an eye on your profession’s noble goal: To help people find what they are looking for. And don’t forget to give yourself a pat on the back today: It’s National Salesperson’s Day.


Nov. 5-8 PawnCon 2015, Atlanta, GA


Nov. 9-10 IWJG Show, Miami, FL

Nov. 21-22 Pier Antique Show, New York, NY

7 If there’s a sizeable Jewish community in your area, consider ways to honor and observe HANUKKAH, which starts today.

19 Another December date to add to an already crowded month: Super Saturday, the last Saturday before Christmas and on average the second- or third-busiest shopping day of the year. This year it falls a full six days before Christmas, but expect it to be as busy as ever, as customers, especially men, wake up to the realization that time is running out. Prep your employees with sure-thing gift suggestions.

21 There’s an old joke that the best way to shorten WINTER is to borrow some money due in spring. As the year’s shortest day signals chilly days ahead, remind customers of the financing options you offer. Consumer credit has never been cheaper.


25 CHRISTMAS DAY and peace, if not for all mankind then at least — for one day — for you. If you don’t have kids, sleep in and enjoy a long, well-earned rest. If you do, it’s going to be an early start as they come bursting into your bedroom before the sun’s up, keen to swap the clay mug they made for you in art class for that $400 Xbox that Santa promised. It’s a great trade. Enjoy.

26 The day after Christmas is a lot of things — boxing day, Thank-you day and the beginning of returns week — which probably has something to do with the fact that, according to ShopperTrak, it’s regularly the seventh busiest day of the year.

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

Nash Jewelry owners

Greg and Mary Ann Nash.

60 Years: Nash Jewelry

West Palm Beach, FL

The tale of Nash Jewelry has a touch of Doctor Zhivago about it, with a backstory that includes war, revolution and flight from the Bolshevik army. Owner Greg Nash says that escape, via Israel, was funded by diamonds hidden in the lining of his then young grandmother’s dress. As his store marks its 60th anniversary, Nash credits its longevity to lessons passed down by his father and grandfather — always treat customers like family, and never throw anything out of the shop: there could be gold in those paper towels, tiles or dust. Given that the store has always operated from a fifth-floor office in a historical building overlooking downtown West Palm Beach, its focus on providing top customer service — and generating word-of-mouth traffic — has been crucial. “I have learned service and quality are the gold standards to a durable success in business,” says Nash.

Tanzanite is the birthstone for December



Tanzanite is the new kid on the birthstone block, having been admitted to the AGL-overseen club only in 2002. With the help of a hefty marketing push from Tiffany’s (which came up with the name), this blue variety of zoisite has done well as a precious stone since its discovery in the foothills of Kilimanjaro in 1967. Connections or not, it’s hard to argue with its often stunning (and OK, yes, usually enhanced) violet-blue color.



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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