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.

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!”

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

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.