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Calendar for Jewelers: June 2016



National Fun At Work Day


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.


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

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!”


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


JUNE 2-6
AGTA GemFair
Las Vegas, NV

JUNE 2-6
Couture Las
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
Watch &
Jewelry Guild
(IWJG) Show
Miami, FL


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

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.

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.

, 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


Gause and Son Jewelers


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.



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.



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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