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Manager's To Do

Calendar for Jewelers: June 2016

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National Fun At Work Day

1

MARILYN MONROE, best friend to diamonds
and pearls, would have been
90 today. More icon than actress or singer,
she is the perfect theme for an in-store
event. Women could come dressed as one
of her famous incarnations — men as one
of her many beaus, Arthur Miller, JFK, Joe
DiMaggio, Arthur Miller, James Dean, and
so on.

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

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11 You may not give much
thought to
AMERICAN IDOL these days, but you owe it a debt
of gratitude for helping drive
the resurgence in men’s jewelry.
(Those guys did wear it well).
With the show wrapping up its
final season this year, celebrate
its premiere 15 years ago today
with a “Sing for a Discount” campaign.
Anyone who sends in a
short video of themselves singing
your praises — literally singing
to the tune of a song like Nothing
Compares to You —gets a gift certificate
and the chance to win a
sparkling prize. Post the song on
your Facebook page and let followers
vote.

18Each May, Washington
uses NATIONAL SPLURGE DAY sounds like one of those
innocuous fake holidays — but
it does have a genuine concept
underpinning it: The date is two
months after the deadline to file
your taxes, so everyone should
have received their refund by now
and have some money to indulge
themselves. What’s missing is
permission, but luckily you’re
here to provide that. Prepare a
splurge case and advertise it on
your website — “1 day only!”

TRADE SHOWS

JUNE 2-5
Las Vegas
Antique
Jewelry &
Watch Show
Las Vegas, NV

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JUNE 2-6
AGTA GemFair
Las Vegas, NV

JUNE 2-6
Couture Las
Vegas
Las Vegas, NVa

JUNE 3-6
JIS Exchange
Las Vegas, NV

JUNE 3-6
JCK Las Vegas
Las Vegas, NV

JUNE 3-6
Swiss Watch
at JCK
Las Vegas, NV

JUNE 20-21
International
Watch &
Jewelry Guild
(IWJG) Show
Miami, FL

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JUNE 23-26
Hong Kong
Jewellery &
Gem Fair
Hong Kong

19 Struggling to come up with
a theme for FATHER’S DAY
? Take inspiration from a campaign
conducted by Jewelers Mutual a few years ago. To enter, participants
were asked to submit their
favorite phrase of their father’s —
to highlight the words of wisdom
he handed down — along with a
photo of themselves with Dad.
Facebook regulars were then
invited to vote on the best entry.
The prize could be a nice watch
or uber-cool cufflinks. The prize
for you could be greatly increased
Facebook and possibly store traffic.

21 Ah, young SUMMER. For
most of the country,
the hot season brings a certain
respectability to the concept of
idling the afternoon hours away
in a hammock. For the ambitious
jeweler, however, it’s just another
season to grow your business.
Trunk shows, graduation season,
engagement ring sales — there’s
much that can be done. (Although
if you want to do it well, make
sure you do grab some time to
recharge.)

23 Today is LET IT GO DAY .
Whatever’s bugging you
… that yappy dog next door, the
person who pinched your parking
spot … roll the idea up in your fist
and then releeeeease it.

27
WIMBLEDON is more than
green grass, strawberries
and Novak Djokavic sweeping all
before him. The world’s premier
tennis tournament, which kicks
off today, is prime marketing time
for certain Swiss watch brands,
not to mention tennis bracelets
and whatever jewelry Serena happens
to be wearing. Catch a ride.

30 During GAY AND LESBIAN
PRIDE MONTH
, held to
commemorate the Stonewall Riot
on June 28, 1969, set up a special
tribute display in your window,
offer a gift registry for same-sex
couples on your website, sponsor
a float if there’s a parade in your
town, and last but not least, read
up on what appeals to the community.
The category is much
broader than rainbow-themed
designs.


HAPPY 70TH ANNIVERSARY TO

Gause and Son Jewelers

HARRIS JEWELER, TROY, OH

Gemological knowledge has
always had a special place close
to the heart of Harris Jeweler.
Founder H.M. (Hal) Harris, was
inspired by a meeting with
industry icon Robert Shipley Sr.
to become one of the first certified
gemologists in the country.
It was a thirst for knowledge
that he instilled in his children,
grandchildren and employees.
Nevertheless, the current owners
say the store wouldn’t have been
able to stay in business so long
without a paramount focus on
customer service. The store’s mission
statement to clients begins
“You are most important to us,”
says Hal’s granddaughter, Bonnie
Harris Frey. The store is marking
the start of its eighth decades by
collecting testimonials from longtime
clients and giving one lucky
customer jewelry for life.


BIRTHSTONE

PEARLS

were portrayed
in ancient
religious texts as a
metaphor for purity,
wisdom and perfection.
That’s why the entrance
to Heaven is referred to as “the
pearly gates.” A pearl placed
under a woman’s pillow was also
believed by some to increase
her fertility, which is why pearls
became a favorite wedding gift.

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Manager's To Do

Capitalizing on Valentine’s Engagement Sales, March Madness Ideas and More Manager’s To-Do Items for March

Your managerial planning for the month starts here.

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Mar. 3-9

BUDGETING Time to get started on making a budget for the 2019 buying season and get ready to trade in old inventory for new inventory. Also, if possible, have an inventory reduction sale to get rid of the dated inventory before going to Vegas.

SALES FLOOR Beware the ex-brides of March! Divorce filings are highest this month. Do you have a script ready explaining why the resale value of an engagement ring may not meet the customer’s expectations? If not, get busy.

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MARKETING Remember all those clients who bought engagement rings in advance of Valentine’s Day? Call to see what their plans are for wedding bands.

Mar. 10-16

MERCHANDISE It’s March. Embrace the madness. The NCAA Men’s Basketball Finals starts on March 17 and runs through to April 8. It’s a great chance to clear out old inventory with a quick Sheer Madness Sale! At the very least, organize a pool for staff.

SHOWROOM Is your custom area as friendly as it could be? Does it feature a gallery highlighting past designs, portraits of satisfied customers, updated displays, appropriate lighting, a signature scent?

Mar. 17-23

MARKETING Hold a Prom Dress Party. Encourage girls to bring their dresses into the store and try on jewelry with the dress. Identify pieces to excite them at prices that will entice a sale (that means jewelry with a big look for less money).

MERCHANDISING Pull out your promotional calendar and view it from the perspective of using the events to manage and reduce specific inventory. Annual customer appreciation sales, trunk shows, open houses, and repair/jewelry remodeling events can all give your finances an even greater boost if you execute them with a view to moving certain items.

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MANAGEMENT Download a time tracker to your phone and start logging how you spend your work life — not because there’s much value in the record you create, but because the very act of recording can have a powerful psychological impact, leading you to use your time much more efficiently. (Warning: Brace yourself to be alarmed at how you fritter away time.)

Mar. 24-30

SHOWROOM In one analysis of a university building in Oregon, workers on the greenery-facing side took 19 percent fewer sick days. It apparently has to do with how we evolved to function best in nature-rich settings. If you can’t knock a side wall out to provide a view of the glorious outdoors, buy a few potted plants to place around your sales floor.

PERSONAL Take an inventory of your tech use and evaluate each item for its usefulness, working on the assumption that if something can’t justify itself, it’s out. Exit the social networks you barely use and get rid of the apps that, when you think about it, have no benefit. Yep, that means Candy Crush may have to go.

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Day of Unplugging, Near Miss Day and More Important March Dates

Don’t miss your chance to have a parade for Mardi Gras.

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20 There’s a reason the Hare Krishnas hand out flowers before soliciting donations — the awesome hold reciprocity has over humans. The psychologist Robert Cialdini notes in his bestseller Influence that we’re so deeply primed to reciprocate generosity that customers who receive a free gift become far more likely to make a purchase “in return.” Since it’s spring, take a tip from the Hare Krishnas and hand out fresh flowers to customers.

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4 Day of Unplugging. The challenge: 24 hours without phone or Internet contact. Can you do it? The benefits are said to be surprising.

5 Celebrate Mardi Gras with a bead party. Cook up some red beans and rice, stick on some music and have yourself a parade.

23 Thirty years ago, a mountain-sized asteroid passed within 500,000 miles of Earth — a very, very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your or your sales associate’s recent “near misses” and debate what may have saved the sale. A lower price? More romance? Bruce Willis?

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Single Tasking Day, Red Carpet Season and More Big Dates for February

The essential jeweler’s calendar for the month starts here.

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4 With more than two billion users, you need to be sure you’ve fully explored the potential of Facebook. On the 15th Anniversary of Facebook’s Launch by Mark Zuckerberg and three friends, adopt the company’s motto, “Move Fast and Break Things,” and commit to shaking things up with your social media marketing. Test some sponsored posts. Get absurdly specific with your targeting. Try a contest. Try more video. Follow INSTORE’s Facebook page at facebook.com/instoremag.

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10 Red-carpet season rolls on with The Grammys today and The Academy Awards on Feb. 25. Slip into fashion-maven mode and get your customers excited about jewelry’s cutting-edge trends with tweets, snaps, posts and blogs.

14 Love with a touch of panic is one way to look at Valentine’s Day. And not just for the guys. If you need ideas, go to instoremag.com and test out our archive search.

22 On Single Tasking Day, let your brain do what it’s been designed so beautifully to handle — focus on one thing at a time: one conversation, one meal, one task, one baseball game.

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