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Calendar for Jewelers: July 2015




July 31 is the 212th day of the year and a key date for the Internet-based motivational campaign known as the 212 movement. The thinking goes like this: At 211 degrees water is hot. At 212 degrees water boils, creating steam, which can power a train. That one degree of extra effort can thus effect state change — from water to vapor. Are you prepared to make that little extra effort to achieve great change in your life? We like the sentiment even if it’s based on bad science: Getting water from boiling point to vaporization takes a huge leap in energy expenditure. Nevertheless, the analogy still has something to say: If you want to take your store to the next level, it’s going to take a massive amount of extra effort, and maybe rethinking your model. Give it some thought today.

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


1 Debbie Harry, one of the iconic blondes of the 20th century, turns 70 today. We think that’s the perfect peg for a Blondes Have More Fun Party. Put together a special display of platinum and white gold jewelry, paper the store in Marilyn Monroe posters and urge all staff and customers to wear blond wigs. Why? Because, as the old joke goes, the thing brunettes miss most about a great party … is the invitation.

4 Some $3 billion is expected to be spent by consumers this Independence Day, but most of it will be on hot dogs, beer, sunscreen and gas, and precious little on jewelry. So why not hit the road in search of some good artisan events? They pop up all over the country at this time of year and are a good opportunity to pick up some unique pieces and meet the artist. (Note that because July 4 falls on a Saturday this year, Friday will be the public holiday.)


July 24-27 New York Antique Jewelry & Watch Show, New York, NY

July 26-28 JA New York Summer, New York, NY


July 26-28 JCK LUXURY Privé, New York City, NY

July 27-28 IWJG Show, Brooklyn, NY

11 Probably no other movie dad is seen to embody the perfect American father, as Atticus Finch (as portrayed by Gregory Peck). He was the epitome of wisdom, decency, fatherly tenderness and physical courage. On the 55th anniversary of the publication of To Kill a Mockingbird, explore an essay contest with your local high school’s English Department. The title could be: Why My Dad is Like Atticus? Prize could be a nice watch that the winner could give to his dad for Christmas.

20 The original Riot Act was passed by the British Parliament in 1715, to give magistrates the power to prevent “tumults” and to break up “riotous assemblies,” meaning groups of 12 or more people standing around not doing much that was productive. If such huddling around the POS station or counter is a problem in your store (and sales trainer Shane Decker lists it as one of the top sales killers he sees), read your staff the Riot Act today. “Having fun is OK, but you can’t huddle,” says Decker, arguing it’s intimidating for a customer to come into a store and be confronted by such a riotous assembly.

To be sure, July is not a major league month for calendar dates. In fact it’s more like second division of the National Association of Intercollegiate Athletics. But if you’re in the store, while the rest of the country is at the beach, why not give your marketing chops a work out by coming up with something small and smart to promote Cousins Day (today), Gorgeous Grandma Day (on the 23rd), Parents Day, (24th, and a great fallback for anyone who was slow to take care of Mother’s or Father’s Day) and Aunties Day (27th).


On this date 25 years ago, President George H.W. Bush signed the Americans with Disabilities Act. Celebrate this worthy piece of legislation by checking that your store is fully compliant with the letter and spirit of the law. The disabled are an under-served and not insignificant part of the consuming public.

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

10 Years: Wyatt’s Jewelers

West Seattle, WA

As with so many kids born into jewelry-industry families, it wasn’t long before Kirk Keppler found himself helping out, starting with cleaning cases at trade shows. He eventually became the custom jeweler at his parents’ store before opening his own operation in West Seattle 10 years ago. The store, which Kirk calls “a throwback to the good ol’ days,” does everything from changing watch batteries to high-end custom design. On any given day, customers can expect to be greeted by Kirk’s old black lab, Goose, and the sound of Dean Martin. If they come after school, they can also expect to see the Kepplers’ sons cleaning the cases. Wyatt’s, which was named after Kirk and his wife Joni’s oldest boy, celebrated its 10th anniversary in April with a “one-time sale” and party.



The blood-red gem of passion, smoldering desire, and life itself — it could only be ruby. The ancients thought its glowing red color was due to an inextinguishable inner fire, making it an appropriate gemstone to signify courage back then, and marital longevity today. Ruby is the suggested gemstone for 40th wedding anniversaries, and for babies born in the simmering heat of July.



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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