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Calendar for Jewelers: September 2015

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Start trying to draw younger customers to your jewelry store

1

Ten years ago, Smyth Jewelers in Baltimore, MD, decided it no
longer wanted to be seen as the store where your mom and grandma shopped. To draw a younger crowd, it launched a campaign featuring irreverent billboards (“Too late, your girlfriend just saw me” a ring said in one), beer coaster ring-sizers, guerrilla marketing and social-media ads. The result? Smyth has thrived. During INTERGENERATION MONTH, stop wringing your hands over millennials and start experimenting with ways to get these hip young customers in your store.

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

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1 To mark SUBLIMINAL COMMUNICATIONS MONTH, note the eye color of every customer who walks in the door. Those few extra seconds it takes you to lock your gaze on their eyes will connect you better with customers, and you may well find people becoming more responsive to you.

9 If there is one lesson to be taken from the rise of KFC into a global powerhouse, it’s the power of persistence. Harland David Sanders was 62 by the time he sold his first Kentucky Fried Chicken franchise — after no fewer than 1,000 rejections. On the 125th anniversary of Colonel Sanders’ birthday, go make an offer to someone who would be good for your business but will likely reject you. If you fail, know that you’re one step closer to success.

UPCOMING EVENTS

Sept. 5-9 VicenzaOro, Vicenza, Italy

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Sept. 6-8 International Jewellery London, London, UK

Sept. 9-13 Iberjoya Madrid, Madrid, Spain

Sept.10-14 Bangkok Gems & Jewelry Fair, Bangkok, Thailand

Sept. 18-20 Denver Gem & Mineral Show, Denver, CO

Sept. 16-22 Jewellery & Gem Fair, Hong Kong

Sept. 20-21 Select by Centurion, Ledyard, CT

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14 On National Boss/Employee Exchange Day swap your owner’s hat for a worker’s bandana. It’s a morale-building way to tap into your team’s intelligence by teaching them to think like owners. Arm them with store data and ask them to make a couple of management decisions. Their view of their role will change quickly when they see how their actions affect profits. You may also hear some surprising new ideas.

15 If someone told you about a demographic that was growing fast, was a big holiday spender, bought jewelry at higher rates than other ethnic groups, and numbered, oh, 50 million, you’d probably suspect we’re engaged in some pointless marketing speculation. But that group exits: Latinos! And it’s mostly overlooked by jewelers. During NATIONAL HISPANIC HERITAGE MONTH, make your store the exception. If there’s a sizable Hispanic population in your market, be sure to display signs in Spanish, include Spanish on your website, have a Spanish speaker on staff and be advertising in local Hispanic media.

23 Autumn is here, when trees lose their leaves, and squirrels and jewelers start getting nervous about their inventory. Take the staff outside for a brainstorming meeting while you still can go outside. It’s time to get serious and creative. There are fewer than 100 days until Christmas.

Celebrate customers' love notes

Have your customers submit their love notes so you can put them on a billboard.

25 Whether it was inspired by LOVE NOTE DAY, we’re not sure, but Shane Co. unveiled a cool contest a few years back when they invited the residents of Denver to declare their love on one of the company’s billboards. Customers could submit their love notes via Facebook, Twitter, Instagram or in person with the best 50 getting billboard treatment. Great press, great sentiments, great exposure. Could you do something similar today?

29 On National Coffee Day, team up with a gourmet coffee shop to hand out gift cards, do some pairings of Fairtrade brew and gems: coffee from Indonesia, Colombia and Kenya with Balinese silver, emeralds and Tsvavorite; or maybe just treat yourself to a fine brew and savor being surrounded by good taste.


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

jewelry store anniversaries Churchwell's Jewelers

110 Years: Churchwell’s Jewelers

Emerald Isle, NC

For the first four decades of its 110 years, Churchwell’s operated as a one-woman shop that dispensed bridal gifts. When founder Mary Churchwell sold out, the store expanded to become a full-service jeweler. Today, Churchwell’s remains a small family-run jeweler, but its nautical- and equestrian-themed jewelry is sold at shows and events around the country. “One thing that Churchwell’s has learned is that you have to go out and get your customers; they don’t always just come to you,” owner Anderson Bass says.


Sapphire is the birthstone for September

B I R T H S T O N E S

Sapphire

In comparison to sapphire, ruby is a one-color pony. The “other” corundum comes in a range of colors including yellow, green, white, colorless, pink, orange, brown and purple, although it is in glorious blue that it has made its name. Sapphire is the official birthstone for the month of September and is the gemstone suggested for 5th and 45th wedding anniversaries.

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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?

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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.

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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.

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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.

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Calendar

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

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

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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?

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Calendar

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

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

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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.

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