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Calendar for Jewelers: March 2016



“Dress in Blue Day” is aimed at raising awareness of colon cancer.


Similar to the Go Red for Women campaign and the issue of heart disease, Dress in Blue Day seeks to raise awareness about colon cancer and to remember people who have been lost to the disease. Its focus on the color blue also makes it a cause that is a particularly good fit for jewelers. Sapphires, aquamarines (March’s birthstone), blue topaz, zircon, lapis, kyanite … there are few gemstone color groups as glorious. For ideas on how you can get involved, see the Colon Cancer Alliance website

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


1-7 National Consumer Protection Week provides a number of opportunities for businesses to get involved. The most obvious for jewelers is simply to help people become better informed about the goods they sell. Master gemologist appraiser Martin Fuller of Martin Fuller Appraisals in McLean, VA, did that two years ago, hosting a session at the local county offices on diamond grading. At his hands-on workshop, he invited consumers to bring in a diamond to see if it was “a true gem or a brilliant deception.” What ring owner could resist such an offer?

4 “If you persist in writing, ‘Good food at it’s best,’ you deserve to be struck by lightning, hacked up on the spot and buried in an unmarked grave.” So says Lynne Truss in her best-seller, Eats, Shoots & Leaves: The Zero Tolerance Approach to Punctuation. In short, there are people who feel strongly about grammar, and that anyone who is careless with language will be careless with everything else. If the rules of English are a weak spot for you, do two things on grammar day: Go buy yourself a copy of The Elements of Style, and be sure you have Word’s grammar check turned on at all times.


March 3-7 Hong Kong International Jewellery Show, Hong Kong


March 10-13 Istanbul Jewelry Show, Istanbul, Turkey

March 13-15 LUEUR Spring, New York, NY

March 13-16 MJSA Expo, New York, NY

March 13-16 JA New York Spring Show, New York, NY

March 17-24 BaselWorld, Basel, Switzerland

March 28-29 International Watch & Jewelry Guild (IWJG) Show, Dallas, TX


8 Daylight Savings: Invite customers to save on jewelry during your Great Leap into Spring Fashion celebration with daylight “savings” for today only.

12 Girl Scout Day can make a good claim to being the most under-appreciated date on the jeweler’s calendar. The moms love it, the kids love it, and the staff gets a kick out of it. Borsheims in Omaha, NE, did a fun event last year in which girls from a local troop were invited in to work with jewelers to create charms they felt best represented the Girl Scouts. The two finished bracelets were later auctioned off at a fundraiser.

15 In honor of the NCAA’s March Madness basketball tournament, which begins today, host a game of horse, the sales version. Create a list of goals such as “Sell a $100 item” or “Obtain an email address” and write each one on a piece of paper. The salesperson who draws the first goal from a hat must achieve it on his next interaction with a client or forfeit his turn. If he’s successful, the next salesperson in line must replicate his feat or earn an “H”. And so it goes. Last man standing after a weekend of action wins a prize.

20 The birds are chirping, the sun lingers and the snow has receded, leaving the question of, where does the white go? … and you with spring cleaning work to do. This year, forget the lights and carpets and focus on your inventory. Gather whatever is old or unfashionable and melt it down, eBay it, redesign it or mark it down. And all the while, remember to whistle while you work. It’s spring, after all.

27 To celebrate Easter and its own delicious inventory, London jeweler 77 Diamonds last year collaborated with a leading chocolatier to create the “World’s Most Extravagant Easter Bunny.” The jeweler provided two 1.7-carat diamonds for the eyes of the rabbit, which was put up for sale with a promise to create (for free) a bespoke piece of jewelry featuring the solitaires “once the bunny had been devoured.” Could you do something similar?


Harold Jaffe Jewelers in Toledo, OH

Harold Jaffe Jewelers was named one of INSTORE’s “America’s Coolest Stores” in 2005.

70 Years: Harold Jaffe Jewelers

Toledo, OH

Like many of America’s great jewelry stores, Harold Jaffe Jewelers has its origins in the small intricate world that exists between watchback and crystal. Founder Harold Jaffe was a “watchmaker’s watchmaker.” But he also had an eye for unique, distinctive pieces and a passion for what the store calls Ultimate Customer Satisfaction. This combination, supported by active community involvement, especially in the arts, has helped the store to become one of Toledo’s best known. Over 70 years the store, which is now run by Harold’s sons, Jeff and Ivan, has won a string of Best of Toledo awards as well as America’s Coolest Stores Contest honors in 2005.

Aquamarine is the birthstone for March



As its Latin-inspired name suggests, aquamarine has traditionally been associated with the sea. Ancient sailors believed mermaids’ lower bodies were made of aquamarine. And they traveled with aquamarine crystals, believing it would ensure a safe passage. Perhaps that is what makes it such an appropriate gemstone to mark 19th wedding anniversaries: A stone for long journeys and safe returns.



Gene the Jeweler

When Gene the Jeweler Speaks, His Employees Listen

In this episode of Jimmy DeGroot’s Gene the Jeweler series, Gene has a simple request for his employees. The good news is that they follow his instructions. The bad news is that they follow a bit too literally.

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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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