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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.



Gene the Jeweler

Gene the Jeweler Gets Kicked Out of the Studio

In the latest episode (#42) of Gene the Jeweler, Gene is going about his business, recording a new episode. But that doesn’t last long. Four-time NFL Pro Bowl leading rusher Ahman Green walks in, and Gene finds that his time in the studio is over — whether he likes it or not. (See more Gene the Jeweler episodes at

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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.




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:,,

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.”




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.




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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