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Calendar for Jewelers: February 2016



Here’s a devilish way to make sure you stick to your New Year’s Resolutions.


1 It’s f-f-f-freezing out there. Your nose turns blue in five minutes, everyone is cloaked in heavy black wool, and the sun slinks off at 4 p.m. All in all, it’s the perfect time to hold a Pacific Island-themed sales event to mark HULA IN THE COOLAH DAY. Turn the heat way up, tell your customers to come in their best flip flops, shades and Hawaiian shirts, mix up some Mai Tais and stick George Harrison’s “Here Comes the Sun” (do-doo do-doo) on the stereo. Say Aloha, baby — winter ain’t going to get you down.

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


2 Well, it’s Groundhog Day … again. If life in your store feels like you’re having the same day over, and over, do something about it. A few years back, Studio 2015 in Woodstock, IL, (where the movie was filmed) took a chance on a snow promotion: If it snowed 3 inches on Groundhog Day, customers would get their money back. Even Punxsutawney Phil couldn’t have predicted the blizzard that would follow: The insured store happily gave away over $60,000 in jewelry.

7 The 50th Super Bowl will kick off in Santa Clara, CA, today. How about holding a beer and pizza night in your store a day or two after the big game, to help your customers get over the the temporary loss of football in their lives?


Feb. 2-7 AGTA GemFair Tucson, Tucson, AZ


Feb. 5-8 IIJS Signature, Mumbai, India

Feb. 12-15 Inhorgenta Munich, Munich, Germany

Feb. 24-28 Bangkok Gems & Jewelry Fair, Bangkok, Thailand

Feb. 27-29 SJTA Atlanta Jewelry Show, Atlanta, GA

In Chinese astrology, the monkey represents honor, luck and riches. Expect all of these this year.

8 Bang a gong! The year of the Monkey is here, and if all goes according to the astrologically determined way of things, an auspicious 12 months awaits. The monkey represents honor, luck and riches. Put some coupons of various value in red envelopes in a fish bowl and invite customers to test their fortune.

14 One of the great things about Valentine’s Day, is that it gives us a chance (again) to highlight the fun approach taken by retailing maverick Moosejaw to the big red letter day. One year it offered to do the dirty work for its customers who didn’t have the courage to dump their girlfriends. Another, it uploaded an emergency love poem for its more verbally challenged customers, that started: Let’s change our names to Philip and Regina … Underscoring it all is a message that we’re here for you, even in a slightly perverse way. Does your V-Day marketing do that? If not, get some help here:

15 Red-carpet season reaches its peak this month with, first, the Grammys today, and then the Academy Awards on Feb. 28. It’s your chance to ride the tailored coattails of Hollywood’s most powerful brand ambassadors. As soon as the awards are done, hit your favorite fashion websites to find out who wore what. In your showcases, place a photo or two of your favorite stars wearing a piece from a designer you carry. Mention your discoveries in an email blast to customers.

29 On Leap Year Day, so goes the traditional belief, women can propose marriage to men. Make sure all eligible single women in your market are aware of this semi-state secret. Offer discounts to those leaplings who have the fortune or misfortune to have been born on this calendar anomaly. Get out your frog-oriented promotions and encourage those customers with wavering boyfriends to take a leap of faith.

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

Miner's Den in Royal Oak, MI

Prospecting is still in the blood of the owners of Miner’s Den.

45 Years: Miner’s Den Jewelers

Royal Oak, MI

There are still the odd miners’ hats on display, along with huge rock samples, that point to the Schowalter family’s long love of prospecting, and its origins as a business that dealt in rocks – real rocks, as in big chunks of semi-precious amethyst and anything else they found on weekend trips to Michigan’s Copper Country or as far away as Canada. Today, the Miner’s Den is a much more traditional jeweler, and one of the Detroit area’s best known, with a large diamond area, big repair shop and custom jewelry service in a 7,000-foot space.

Garnet is the birthstone for January



Like aluminum, mobile phones and air travel, what was once the preserve of the elite is now available to all when it comes to amethyst. The gemstone’s modern-day abundance, apart from making it almost cheaper than a soda can, means it is readily available in all sizes and shapes. Its strong points include its durability, which allows it to be worn every day. It is also the gemstone for the sixth 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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