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Manager's To Do

Calendar for Jewelers: May 2016

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National Fun At Work Day

Every day should be spiced with fun and a playful attitude, but especially National Fun at Work Day on April 1.

1

When you think of senior citizens you probably don’t
immediately think of baby boomers, but that’s increasingly
who they are. This month, OLDER AMERICANS MONTH, devise
a project that targets this still important demographic — maybe
a tie-in with Bob Dylan’s 75th birthday (May 24, 1941) or maybe
a jewelry roundtable. Boomers may have stopped blowing in the
wind, but they still like to get out and experience and learn new
things.

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

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1 Today marks the 35th
anniversary of the debut of
AMERICAN AIRLINES’ FREQUENT
FLIER CLUB
, considered the first
big corporate loyalty program.
In the intervening three decades,
American Airlines’ fortunes have
fluctuated, but loyalty programs
are everywhere, which should
tell you something: The secret to
repeat customers isn’t hard-toredeem
miles, it’s the quality of
the experience you offer. When
that experience exceeds expectations,
customers will be back, and
they’ll tell their friends. You can
help it along, however, by rewarding
referrals, remembering
names and offering insider perks. Repeat customers invariably
account for the bulk of your sales

1-7Each May, Washington
uses NATIONAL SMALL
BUSINESS WEEK
as an opportunity
to pay tribute to the key contribution
made by small business to
the national economy, but that’s
about where it stops. With elections
looming, get active in your
local business groups to see the
issues that matter to you, such as
taxes and the regulatory burdens,
get paid more than lip service.

TRADE SHOWS

MAY 2-3
International
Watch & Jewelry
Guild Show
Brooklyn, NY

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MAY 3-7
International
Jewellery &
Watch Show
Abu Dhabi, UAE

MAY 4-8
Jewellery
Shanghai
Shanghai, China

MAY 7-11
Oroarezzo
Arezzo, Italy

MAY 30-JUNE 2
GLDA Las Vegas
Gem Show
Las Vegas, NV

MAY 30-31
International
Watch & Jewelry
Guild Show Las
Vegas, NV

MAY 31-JUNE 6
JCK Luxury
Las Vegas, NV

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5 On CINCO DE MAYO
, raise a margarita in honor of
General Ignacia Zaragoza Seguin and his brave patriots and lay out
a special presentation of your
best turquoise and silver lines.

8 MOTHER’S DAY, one of the
big days on a jeweler’s calendar,
means it’s actually time
to think small: community, kids
and price points low enough
to be accessible to all. Corinne
Jewelers in Toms River, NJ,
covered all the bases with their
Junior Jeweler competition last
year in which local elementary
school students were invited
to design a piece that the store
would make for the winner’s
mother. The level of excitement
was “off the charts” both for the
students and staff, says Corinne’s
owner Ryan Blumenthal. “For
our designers, it was like the thrill
they get from creating a great custom
piece, times 10.”

14 The BIRTHDATE OF THE
BUDDHA
is a perfect time
for reflection on one of his important
lessons: Focus on what’s
important and on what works
and let go of the rest. This applies
to advice offered by mentors
and staff, the work practices you
use now and what you read in
INSTORE. Invite input, keep an
open mind, and act to declutter.

19 PThe book that inspired
arguably the most famous
and romantic movie of all time
celebrates its 80th birthday today.
The ANNIVERSARY OF THE PUBLICATION
OF GONE WITH THE WIND
is a great excuse for a party. Read
book excerpts, hold a costume
contest, do impressions (“I don’t
know nothin’ bout birthin’ babies,
Miz Scarlett”) or hold a trivia
quiz.

30 MEMORIAL DAY is here,
and along with it the
unofficial start to summer. Leave
the discounting to stores selling
big-screen TVs, but freshen your
displays to reflect the seasonal
change: Casual couture, cord
bracelets, palm-tree charms?
We’ll leave the choices up to the
experts … you!


HAPPY 40TH ANNIVERSARY TO

Gause and Son Jewelers

AMES SILVERSMITHING, AMES, IA

Gary Youngberg learned two
things at college: University
wasn’t for him, but jewelry most
certainly was. An attempt to
make a Valentine’s Day present
for his then girlfriend/now wife,
Karen, sparked a lifelong love of
jewelry-making. Starting as a
dorm-room workshop (equipped
with a torch no less), his business
has grown to be an institution in
downtown Ames, IA, with a staff
that includes Gary and Karen’s
two sons, Kyle and Kirk. The
Youngbergs attribute the store’s
longevity to hard work, having
fun, and an appreciation that as a
“family, we are on call 24/7/365.”
He plans to celebrate the anniversary
with a rare sale (held only
every five years) and a party.


BIRTHSTONES

EMERALD

Few stones are as
flawed (or at least
included) as the
EMERALD, but that
didn’t deter maharajahs
and sultans seeking them out
for their turbans and European
kings for their crowns for hundreds
of years. And even today,
they’re still unlikely to be at their
best without a lot of cutting and a
little oil. Emerald is the traditional
gift for the 55th wedding anniversary,
but it can also be given on
the 20th or 35th anniversary.

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Manager's To Do

A Trick to Selling More Platinum, And Other Manager’s To-Do Items for September

And here are some great tips for infographics in your store.

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Sep. 1-7

INVENTORY The economy may be slowing a tad, but the wealthy keep getting richer. That is allowing more people to trade up from the standard 1-carat diamond engagement ring. But to sell 2-, 3-, or 4-carat pieces, you need to have a few on hand, says David Brown of the Edge Retail Academy. Start experimenting with more expensive bridal sets.

MARKETING Conduct an advertising review. If it’s bridal sales you desire, put that shotgun away. Pick one or two advertising media, based on their reach and return on investment, and concentrate on them. That requires courage and perseverance, but it’s the surest way to break through the chatter and win that key top-of-mind presence in your local market that will deliver engagement ring sales.

Sep. 8-14

STAFF Few things are more important to staff than having the sense that their work matters. As bridal season approaches, make it a constant refrain in your strategy meetings: you’re helping people with one of the most important decisions of their life.

SHOWROOM “It’s remarkable,” says merchandising expert Sally Furrer, “how often diamond areas are underlit in stores.” Crank up the lights.

Sep. 15-21

TRAINING The rise of the bead phenomenon in the last decade caused many jewelers to cut back on diamond sales training. If that happened in your store, look to bring in a trainer who specializes in bridal goods. It’s a whole different skill set.

MARKETING Twitter’s search function, along with free applications like TweetDeck, can be great tools for market research and lead generation. Start monitoring your competitors’ brand names and hashtags to see what people are saying about them and you. Set keywords related to bridal sales in your market and don’t be afraid to follow up (unsolicited messages from strangers is a fact of life in the Twitter-sphere).

Sep. 22-28

SOCIAL Want to take your social media efforts to the next level while educating your clientele about bridal in a way they’ll remember? Think infographics. Whether charting the evolution of diamond cuts or providing tips on ring cleaning, infographics are a great shareable way to communicate your message. Try these free infographic websites: Piktochart.com, Venngage.com, Easel.ly.

SALES Want to sell more platinum? Highlight its staying power. Keep an old white-gold ring and an old platinum one behind the counter to show customers what happens to the two metals after a few years. One of platinum’s strengths is the durability of its white color, which won’t fade or change (like an enduring love, hint, hint) and will continue to complement a diamond, as opposed to white gold, which fades to yellow.

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Yarr! It’s International Talk Like a Pirate Day and More Important Dates for September

“I’ll be paying top dollar for whatever golden loot ye’ve got stashed in your little treasure chest.”

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19 Many jewelers seem to have forgotten what a lucrative earner gold buying can be. Luckily, International Talk Like A Pirate Day is here to remind you. Yarr, have some fun with your advertising. “Yes, me hearties, Cap’n Jack Black Diamond has gone straight. I’ll be paying top dollar for your doubloons, old lockets or whatever golden loot ye’ve got stashed in your little treasure chests. Come see the Cap’n before the sharks get ye.”

01 On NATIONAL NO RHYME (NOR REASON) DAY, challenge your customers on social media to come up with words that can’t be rhymed. Three you can probably put to good use in your posts that day are “spirit,” “silver” and “woman.”

06 Today is FIGHT PROCRASTINATION DAY, and if you’re one of the many afflicted, try this trick: when jotting down a to-do item, keep rephrasing it until it involves the use of your limbs: “Pick up phone and call …”, “Open laptop and search for …”

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Remembering Woodstock, The Little One’s First Day in Kindergarten, and More Useful August Dates

You’re always busy, but this month, get things done.

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19 Mark the 30th anniversary of the launch of Stephen Covey’s THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE by doing something in its spirit: keep a journal of everything you do, broken down into 30-minute increments. At the end of each workday, assign a value — 1, 2 or 3 (the lowest) — to your time, and at the end of the week, evaluate the results. They may well surprise you. Obviously you want to be spending at least half your time on No. 1s.

1 August is GET READY FOR KINDERGARTEN MONTH. On the first day of school, invite all new kindergarten moms to come in for mimosas and snacks. They can reward themselves for surviving this milestone.

4 The FIRST ELECTRIC LIGHTBULB sparked to life 140 years ago today. Mark the occasion with a brainstorming session with staff for fourth-quarter promotions.

15 Fifty years ago today, the promise of free music, a good time, and … umm … a pretty good shot at “getting lucky” drew 400,000 young people to WOODSTOCK, NY. To many folks, that’s much the same promise that jewelry makes (minus the music). Roll back the years with a store party.

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