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Calendar for Jewelers: March 2016

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

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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 instr.us/2161.

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

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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.

TRADE SHOWS

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

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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

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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?


STORE ANNIVERSARIES

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

BIRTHSTONES

Aquamarine

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.

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Calendar

A Good Idea for Thanksgiving, and More Important Dates for November

Includes a fitting tribute to the quiz show Twenty Questions.

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2 The quiz show TWENTY QUESTIONS MADE ITS DEBUT on national television on this day 70 years ago. Mark the occasion by brainstorming 20 questions to get your customers talking. Sami Fine Jewelry in Fountain Hills, AZ, came up with a list that ranged from icebreakers like “What kind of pets do you own?” to those with a specific sale in mind: “How would you like to be a hero for under $100?”

19 Mark management expert PETER DRUCKER’S BIRTHDAY by saying no to something that you feel is vaguely important, but if you were to be brutally realistic, you don’t have time for.

28 Get in the spirit of THANKSGIVING by sending a goodie bag to your best 50 customers (be sure to include a coupon). It’s likely they provide an outsized contribution to your success.

29 It’s showtime! BLACK FRIDAY marks the traditional start of the shopping season. Spur your holiday sales with a special coupon mailed to your customer list.

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Manager's To Do

Considering Store Layout, Guilt-Easing Gift Ideas, and More Manager’s To-Do Items for November

And here’s a key scheduling tip for your holiday email marketing.

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Nov 3-9

STORE LAYOUT Look out for store fixtures that are too tall to allow shoppers to look across and take in your store. Fixtures that restrict visibility through the space kill the “spirit” of a store and the impulse to buy.

INVENTORY Investigate vendor spiffs. Your suppliers want their lines to succeed this season, so take advantage of the incentives they offer.

Video: Increase Your Jewelry Sales Through Add-Ons
Jimmy Degroot

Video: Increase Your Jewelry Sales Through Add-Ons

Video: It’s Not My Problem When You Buy a $120 Ring and Your Wife Finds Out It’s ‘Fake’
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Video: It’s Not My Problem When You Buy a $120 Ring and Your Wife Finds Out It’s ‘Fake’

Video: Things to Remember When Dealing with ‘Gonna Buy’ Jewelry Customers
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Video: Things to Remember When Dealing with ‘Gonna Buy’ Jewelry Customers

ONLINE Mobile devices are expected to drive about 70 percent of all Christmas-related retail traffic this year. Test your website and any apps to ensure the customer experience on tablets and phones is working as well as on desktops. It often doesn’t.

Nov 10-16

MARKETING Post your advertising schedule in the back room. Make sure your staff is fully aware of what promotions will run when.

SALES Find “guilt-easing” gift ideas to go with gift cards or certificates. For bigger certificate amounts, have a “real” gift — like Belgian chocolates or a bottle of wine — close at hand that you can bundle in free.

Nov 17-23

MARKETING With only four weeks to go until Christmas, step up your email campaigns to twice per week. Schedule campaigns on Thursdays or Fridays to stimulate purchases over the weekend, when conversion rates typically peak.

MERCHANDISING Impulse buys can come in many price ranges and store locations. Rethink the way you normally position these items.

STAFF Show your team how much you appreciate their efforts. Take them out for an activity or nice meal. Team-building will make it easier to get through the weeks ahead.

Nov 24-30

GOODWILL Play Santa: Sneak a little gift into every wrapped item.

OPERATIONS Starting today, hold a short staff meeting every morning, keeping everyone informed on progress. Single out a separate item each day and discuss the best way to present it. Keep the meetings short and make sure they end on an upbeat note.

TRAINING Coach your associates to steer more. Urge them to ask about the colors that spouses or partners wear, whether they prefer gold or silver, and if they favor big or small earrings. Advise them to keep the number of recommendations limited.

MANAGEMENT You should now be in full holiday-season mode. For last-minute tips and promotional ideas, go to your own INSTORE archives (or our past issues at instoremag.com/digimag).

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Calendar

Why National Bring Your Teddy Bear to Work Day Matters to Your Store, and More Important Dates for October

Don’t miss your chance to capitalize on Emotional Intelligence Awareness Month.

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1 Research estimates that 85 percent of an individual’s financial success can be attributed to their “human engineering skills” — that is, their ability to communicate and lead. During EMOTIONAL INTELLIGENCE AWARENESS MONTH, improve your ability to make others feel valued and understood. It requires good listening skills, empathy, and a commitment to inspire positive feelings.

1 At the start of CO-OP AWARENESS MONTH, weigh up the pros and cons of using co-op dollars for holiday advertising and make a decision based on your circumstances.

9 A little-appreciated fact: Teddy Bears look great in diamonds. On NATIONAL BRING YOUR TEDDY BEAR TO WORK DAY, feature a few bling-wearing teddies in your cases.

29 Today, THE INTERNET TURNS 50. If your online presence is little more than an electronic brochure for your store, sit down and map out a more aggressive online strategy.

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