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Calendar for Jewelers: January 2016



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


A few years back,Staples teamed up with motivational website to challenge small-business owners to follow through on their New Year’s resolutions. The campaign was inspired by a finding that 80 percent of small businesses don’t monitor their goal-setting. Now, for you: Go to, announce your goal, commit a pledge (say, a donation to a political candidate you don’t like if you fail) — and then the key part, name a referee. The concept behind StickK is based on research that shows people are three times more likely to achieve their goal when incentives and accountability are on the line.

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

1 At a few seconds past midnight on Jan. 1, 1946, Kathleen Casey Wilkins came into this world, kicking, screaming and demanding attention in a Philadelphia hospital. Over the next two decades, 78 million more baby boomers followed, becoming the most powerful demographic retailing has seen. Now entering their eighth decade, boomers are expected to spend about $2.3 trillion on consumer goods and services this year. Throw a party!


10 The Golden Globes kick off red carpet season and designer jewelry will once again take center stage. Style watcher Michael O’Connor says one of the best ways to play new trends is to group such fashions together. “If a style is trending, you could show the pieces together in your showcase with a quality photograph of a celebrity wearing the trending jewelry,” he advises. And what trends should you be looking out for? Go to INSTOREMAG.COM’s blogs to read style maven Tanya Dukes’s coverage of the latest A-list styles.


Jan. 16-18 Jewelers International Showcase Miami, FL

Jan. 22-27 VicenzaOro, Vicenza, Italy

Jan. 31-Feb. 2 Centurion Show Scottsdale, AZ


Jan. 31-Feb. 2 Antwerp Diamond Trade Fair, Antwerp, Belgium

12 Holy Cow! Has it really been 50 years since Adam West and Burt Ward brought their camped up version of Batman to the little screen? For a show that lasted only three seasons, Batman has become a lasting cultural phenomenon. Celebrate the milestone with a fancy dress party. Send out some Bat-vites, prepare some Batfood and Batdrinks and invite customers to come as their favorite character. “POW!” “BAM!” “ZONK!” It promises to be a fun night.

18 The third week of January is Healthy Weight Week. Not only does shedding a few pounds have health and business benefits (overweight managers are considered less competent, say studies), but there are marketing angles to explore as well. Over the past few years, Oletowne Jewelers in York, PA, has teamed up with a local community center for a Biggest Loser style competition in which the winner gets a free diamond that reflects his or her weight loss. In 2014 that was a 69 point diamond ring to a local man who lost 69 pounds. The contest gained region-wide media coverage.

Don’t let handwriting become a forgotten art. Put pen to paper in letters to your customers on National Handwriting Day.

23 A neat cursive hand is another skill all jewelers should possess. In today’s keyboard-driven world of communications, receiving a well-penned note is almost like coming across an archeological find. On National Handwriting Day (observed on the birthday of John Hancock), surprise your customers with a legible piece of handwriting that says you appreciated their business over the holidays.

26 Inspiration struck somewhere below 20,000 feet. Sitting in a small propeller plane descending through turbulent clouds, Marc A. Chavannes, a Swiss-born inventor, noticed how the clouds seemed to be cushioning the aircraft’s descent. Shortly after, BubbleWrap was born. In honor of its 55th anniversary, lock the office door and spend 10 minutes bursting those little air pockets. The mental comfort gained will make it a worthy investment of your time.


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

Josephs Jewelers has been in Des Moines for nearly a century and a half.

145 Years: Josephs Jewelers

Des Moines, IA

After almost a century and a half of business growth and success (including an America’s Coolest Store honor), you’d think the owners of Josephs’ Jewelers could rest on their laurels – even just a little. But no … “We’re in the store all the time,” John Joseph says of himself and brother Toby. “We don’t take six weeks’ vacation; we don’t leave at two to play golf. Your stores tend to run better when you’re there,” he told INSTORE when asked about the secret to the store’s longevity. Consistent community involvement and a commitment to quality product are crucial too, said John, who is part of the fourth generation to run the store.



The star of your lineup? Not likely. Precious? Not often. But few gemstones have garnet’s history or character. (According to one legend Noah used the stone to help light the Ark’s passage, while Indians reportedly used them as makeshift bullets against British soldeiers.) If your customer is born in January or celebrating a second wedding anniversary, make sure she’s aware of garnet and its story.

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Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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