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Calendar for Jewelers: November 2015



Celebrate Cider Monday

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


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.


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.”


Nov. 5-8 PawnCon 2015, Atlanta, GA


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 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.”


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

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



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.



Wilkerson Testimonials

Not GOB (Going Out of Business) but TMM (Too Much Merchandise)? It’s Wilkerson To the Rescue!

With a remodeling project looming, the time was right for Steve and Linda Hammalian, owners of Little Treasure Jewelers in Gambrills, MD, to call in the Wilkerson pros. The couple needed to liquidate excess, aging inventory. Steve says he’d totally recommend them. “Wilkerson offered a comprehensive solution in terms of advertising, in terms of on-site presence and for their overall enthusiasm. They’re also really nice people.”

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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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