Connect with us

Manager's To Do

Calendar for Jewelers: November 2015

Published

on

Celebrate Cider Monday

While shoppers burn up the Interweb on Cyber Monday, instead serve a warm cup of cider to your customers.

30

Cider Monday! We like this date: It’s an invitation to shoppers to visit a real store and touch real products and be greeted with a warm cup of cider. First observed by Toadstool Bookshop in New Hampshire it offers a delightful twist on Cyber Monday, which more famously kicks off the online shopping season Nov. 30.

This article originally appeared in the October 2015 edition of INSTORE.

Advertisement


6 It’s true: There are genetically programmed morning and evening people, according to the Journal of Applied Social Psychology. Invite the early birds in today — the 40th anniversary of Good Morning America’s premiere — to a special “Catch the Worm” sale. Surely, people who like to get an early start to their day will want to get an early start to their holiday shopping.

10 Oh, for just a few regular customers like Richard Burton, who would have turned 90 today. He famously said that he gave his then-wife, Elizabeth Taylor, jewels for no other reason than “because it’s Tuesday!” To celebrate what would have been Richard Burton’s 90th birthday, offer 9.0 percent off for the first customer who comes in to buy a piece of diamond jewelry, because — as fate would have it — today is Tuesday. And don’t forget to remind them of Liz’s account of the joy she would get from receiving such presents: “I used to get so excited, I would jump on top of him and practically make love to him in Bulgari.”

UPCOMING EVENTS

Nov. 5-8 PawnCon 2015, Atlanta, GA

Advertisement

Nov. 9-10 IWJG Show, Miami, FL

Nov. 21-22 Pier Antique Show, New York, NY

11 Veterans Day has never been a big holiday for jewelers. A group led by former GIA and Cartier head Ralph Destino is trying to change that by proclaiming November as Jewelers for Veterans Month, and seeking to raise $150,000 to help veterans find jobs in the jewelry industry. Visit jewelersforveterans.org to see how to help.

26 Ahh, Thanksgiving Day. You probably owe a debt of thanks to the old clients who got you through your early years or the last recession. Send them handwritten thank-you cards.

26 Since its publication 150 years ago ALICE’S ADVENTURES IN WONDERLAND has been inspiring children, adults, social commentators and … business consultants. The Red Queen Effect refers to the constant effort just to maintain your standing in the marketplace. (“Now, here, you see, it takes all the running you can do, to keep in the same place,” the Red Queen tells Alice.) As we enter the holiday season, try a small experiment with a new product or service that will make you stand out. And give some thought to where you’ll be in a year. As the Cheshire Cat tells Alice, “If you don’t know where you are going, then it doesn’t matter which road you take.”

Advertisement

Celebrate customers' love notes

Even at age 75, Bruce Lee would have had the perfect answer for those Black Friday crowds.

27 Even celebrating his 75th birthday today, Bruce Lee would have known how to take care of those Black Friday crowds … Whop! Bam! Ka-pow! Although he wouldn’t have gone head to head with big discounters. Knowing your own strengths and those of your nemesis was a key to successful combat, he maintained. So, as the crowds swarm Walmart or Target, sit back with a knowing smile. These aren’t your customers. And today is not your day. That will come soon.

28 Today, Small Business Saturday, is all yours — your 15 minutes in the holiday spotlight. Andrea Riso of Talisman Collection in El Dorado Hills, CA, says aggressive outreach and advertising was key to driving customers to her store on this day last year, resulting in its biggest sales day of 2014. Start your preparations by going to smallbusinesssaturday.com.


S T O R E    A N N I V E R S A R I E S

85th anniversary of Tiny Jewel Box jewelry store

85 Years: Tiny Jewel Box

Washington, DC

Just about every great business starts small. True to its name, the Tiny Jewel Box started in just 100 square feet, little more than an alley breezeway. Over the next 85 years, the space opened as an antique jeweler by Monte and Roz Rosenheim grew into one of the best-known independents in the country. Its latest address in the central business district of Washington, DC, is less than a mile from 1600 Pennsylvania Avenue, and the store now hosts everyone from Cabinet minsters to tourists. Talking recently to the Washington Post about his plans for a 6,000-foot expansion, owner Jim Rosenheim noted that in 1980 there were 30 jewelers within six blocks of the Tiny Jewel Box. Now his store is the only one left. “Business changes all the time, we have to evolve,” he said.


Topaz is the birthstone for November

B I R T H S T O N E S

Topaz

Up until the Middle Ages, “topaz” was used to refer to any yellow gemstone, but now applies to only a certain silicate of almost unrivalled hardness. Pure topaz is transparent and it is impurities that give the stone its wine or straw-yellow color. Rather like a BMW 5 Series today, the stone was reputed to have the power to make men handsome and women happy (and fertile). It is used to mark the 4th, 19th and 23rd wedding anniversaries.

Advertisement

VIDEO HIGHLIGHT

Wilkerson Testimonials

Texas Jeweler Knew He'd Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

Most retailers only have one GOB sale in their lifetimes. This was the case for Gary Zoet, owner of Shannon Fine Jewelry in Houston, Texas. “Wilkerson has done thousands of these sales,” says Zoet. “I’ve never done one, so it’s logical to have somebody with experience do it.” The result exceeded Zoet’s expectations. Wilkerson took care of everything from marketing to paperwork. When it’s time for you to consider the same, shouldn’t you trust the experts in liquidation?

Promoted Headlines

Want more INSTORE? Subscribe to our newsletter.

Comment

Manager's To Do

Capitalizing on Valentine’s Engagement Sales, March Madness Ideas and More Manager’s To-Do Items for March

Your managerial planning for the month starts here.

mm

Published

on

Mar. 3-9

BUDGETING Time to get started on making a budget for the 2019 buying season and get ready to trade in old inventory for new inventory. Also, if possible, have an inventory reduction sale to get rid of the dated inventory before going to Vegas.

SALES FLOOR Beware the ex-brides of March! Divorce filings are highest this month. Do you have a script ready explaining why the resale value of an engagement ring may not meet the customer’s expectations? If not, get busy.

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should
Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store
Jimmy Degroot

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage
Gene the Jeweler

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

MARKETING Remember all those clients who bought engagement rings in advance of Valentine’s Day? Call to see what their plans are for wedding bands.

Mar. 10-16

MERCHANDISE It’s March. Embrace the madness. The NCAA Men’s Basketball Finals starts on March 17 and runs through to April 8. It’s a great chance to clear out old inventory with a quick Sheer Madness Sale! At the very least, organize a pool for staff.

SHOWROOM Is your custom area as friendly as it could be? Does it feature a gallery highlighting past designs, portraits of satisfied customers, updated displays, appropriate lighting, a signature scent?

Mar. 17-23

MARKETING Hold a Prom Dress Party. Encourage girls to bring their dresses into the store and try on jewelry with the dress. Identify pieces to excite them at prices that will entice a sale (that means jewelry with a big look for less money).

MERCHANDISING Pull out your promotional calendar and view it from the perspective of using the events to manage and reduce specific inventory. Annual customer appreciation sales, trunk shows, open houses, and repair/jewelry remodeling events can all give your finances an even greater boost if you execute them with a view to moving certain items.

Advertisement

MANAGEMENT Download a time tracker to your phone and start logging how you spend your work life — not because there’s much value in the record you create, but because the very act of recording can have a powerful psychological impact, leading you to use your time much more efficiently. (Warning: Brace yourself to be alarmed at how you fritter away time.)

Mar. 24-30

SHOWROOM In one analysis of a university building in Oregon, workers on the greenery-facing side took 19 percent fewer sick days. It apparently has to do with how we evolved to function best in nature-rich settings. If you can’t knock a side wall out to provide a view of the glorious outdoors, buy a few potted plants to place around your sales floor.

PERSONAL Take an inventory of your tech use and evaluate each item for its usefulness, working on the assumption that if something can’t justify itself, it’s out. Exit the social networks you barely use and get rid of the apps that, when you think about it, have no benefit. Yep, that means Candy Crush may have to go.

Continue Reading

Calendar

Day of Unplugging, Near Miss Day and More Important March Dates

Don’t miss your chance to have a parade for Mardi Gras.

mm

Published

on

20 There’s a reason the Hare Krishnas hand out flowers before soliciting donations — the awesome hold reciprocity has over humans. The psychologist Robert Cialdini notes in his bestseller Influence that we’re so deeply primed to reciprocate generosity that customers who receive a free gift become far more likely to make a purchase “in return.” Since it’s spring, take a tip from the Hare Krishnas and hand out fresh flowers to customers.

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should
Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store
Jimmy Degroot

Video: Don’t Miss the Biggest Opportunity to Improve Profits in Your Jewelry Store

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage
Gene the Jeweler

Video: Gene the Jeweler Hired His Nephew … And at Least Insurance Covered the Damage

4 Day of Unplugging. The challenge: 24 hours without phone or Internet contact. Can you do it? The benefits are said to be surprising.

5 Celebrate Mardi Gras with a bead party. Cook up some red beans and rice, stick on some music and have yourself a parade.

23 Thirty years ago, a mountain-sized asteroid passed within 500,000 miles of Earth — a very, very close call according to NASA. Luckily, we survived and Near Miss Day was born. In thanks, dig up one of your or your sales associate’s recent “near misses” and debate what may have saved the sale. A lower price? More romance? Bruce Willis?

Continue Reading

Calendar

Single Tasking Day, Red Carpet Season and More Big Dates for February

The essential jeweler’s calendar for the month starts here.

mm

Published

on

4 With more than two billion users, you need to be sure you’ve fully explored the potential of Facebook. On the 15th Anniversary of Facebook’s Launch by Mark Zuckerberg and three friends, adopt the company’s motto, “Move Fast and Break Things,” and commit to shaking things up with your social media marketing. Test some sponsored posts. Get absurdly specific with your targeting. Try a contest. Try more video. Follow INSTORE’s Facebook page at facebook.com/instoremag.

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’
The Barb Wire

Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths
Over the Counter

Podcast: A Jeweler Learns the Internet’s Weaknesses, and His Own Strengths

Podcast: How to Find Good People and Avoid Employee Nightmares
JimmyCast

Podcast: How to Find Good People and Avoid Employee Nightmares

10 Red-carpet season rolls on with The Grammys today and The Academy Awards on Feb. 25. Slip into fashion-maven mode and get your customers excited about jewelry’s cutting-edge trends with tweets, snaps, posts and blogs.

14 Love with a touch of panic is one way to look at Valentine’s Day. And not just for the guys. If you need ideas, go to instoremag.com and test out our archive search.

22 On Single Tasking Day, let your brain do what it’s been designed so beautifully to handle — focus on one thing at a time: one conversation, one meal, one task, one baseball game.

Continue Reading

Most Popular