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Calendar for Jewelers: January 2016



Stick to those resolutions

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 in Des Moines, Iowa

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.

Garnet is the birthstone for January



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.



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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