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Manager's To Do

Calendar: March 2011




[highlight]For much of the Roman Empire, March was the first month of the year, as it heralded the arrival of spring — the start of everything new and a time to go to war. Hence the name, which comes from Mars, the god of war. [/highlight]

[dropcap cap=4] National Grammar Month starts today (because March fourth is both a date and an imperative). An editor once told us that bad grammar is like a piece of toilet paper stuck to your shoe — people notice (and make judgments), even when it’s just a quick e-mail. [/dropcap]

[dropcap cap=7] Procrastination Week is organized by the National Procrastinators Club to promote the benefits of putting off until tomorrow that which needn’t be done today. We’d suggest its organizers postpone this week indefinitely. The biggest problem with procrastination is that you can’t enjoy today. American writer Eric Hoffer noted, “Our greatest weariness comes from work undone.” Got something you don’t want to do? Target just 20 percent of the job. It’s amazing what a little momentum will then do. [/dropcap]

[dropcap cap=8] Why should Louisiana have all the fun? It’s still cold in much of the country but that shouldn’t slow you from celebrating Mardi Gras. Masks, lively music, spicy food, outrageous costumes, beads …. Beads! Did someone say beads? Say no more! [/dropcap]

[dropcap cap=12] Girl Scout Day is a great reminder to get involved with the little troopers. Here’s one idea: Kleinhenz Jewelers in Westlake, OH, invited the local Girl Scouts unit for a shop tour. Each girl was given a geode rock kit to crack open with hammers in the shop, and the store’s goldsmith then set each child’s synthetic birthstone in silver pendants. “The Girl Scout leader said it was one of the few field trips that all the moms also wanted to attend,” Doris Kleinhenz explained, adding that several of the mothers had returned to become regular customers. [/dropcap]


[dropcap cap=13]  Celebrate the big spring forward this year with Daylight Savings (yes, that’s with an “s”), Stay open for all 12 daylight hours and promise great savings to all customers who can make it in before darkness falls. [/dropcap]

[dropcap cap=17] There was a time when St. Patrick’s Day left jewelers scratching their heads for ways to approach it. No more. Get in on the action with your own “Go Green on Paddy’s Day” promotion. Simply ask your customers to bring in those old “pots of gold” hidden in their drawers. [/dropcap]

[dropcap cap=20] The birds are chirping, the sun lingers and the snow has receded, leaving the question of where does the white go … and you with spring cleaning work to do. This year, forget the lights and carpets and focus your efforts on your inventory. Gather whatever is old or unfashionable and melt it, eBay it, redesign it or mark it down. And all the while, remember to whistle while you work. It’s spring, after all. [/dropcap]

[dropcap cap=AMERICAN CHOCOLATE WEEK 20-26]Dave Barry says your hand and mouth have a deal on chocolate that excludes the brain. Jewelry tends to require a bit more thought, but otherwise the two have much in common. A few years back, Simon Jewelers in High Point, NC, showed just how well they go together with a Make A Wish List Evening that included hand-made chocolatinis and Lecil Henderson debuting his Chocolate Brown Gold Collection. Brown jewelry has lost some of its shine but not chocolate. It’s never around long enough to lose its appeal. [/dropcap]

[dropcap cap=29]  A decade ago it seemed that being local, independent and service-minded were liabilities in the face of the big box onslaught. Now they are competitive assets. On National Mom and Pop Business Owners Day, revisit your marketing to see how you’re playing up those strengths.[/dropcap]



[contentheading]75 years [/contentheading]

In 1936, watchmaker Charles B. Stanley opened for business in a 20-foot-by-20-foot storefront in North Little Rock, AR. By pushing out a back wall, that store grew to be 80 feet deep before success demanded a move to a larger space. Today, Stanley Jewelers Gemologist covers 2,500 square feet in suburban Park Hill. What have all those years in business taught the family? That it’s a never-ending learning process. “Every time I think I’ve learned something deep and infallible, I am forced to unlearn it,” says Laura Stanley, Charles’ granddaughter. The Stanleys are celebrating the milestone by sponsoring 75 local events.

[componentheading]Upcoming Events  [/componentheading]

March 4-8
Hong Kong Jewellery Show
Hong Kong

March 5-7
Atlanta Jewelry Show
Atlanta, GA

March 13-15
MJSA Expo New York
New York, NY


March 24-31
Baselworld 2011
Basel, Switzerland

[componentheading]  [/componentheading]

[contentheading]AQUAMARINE [/contentheading]

The name of this light blue stone evokes images of seawater gently lapping against a Mediterranean shore. No surprise then that it was long thought to have a soothing influence on married couples, and it is rightly the recommended gift for the 19th anniversary. Legend says that it is the treasure of mermaids, with the power to keep sailors safe at sea. It’s also held that aquamarine earrings will bring love and affection to the wearer.

[span class=note]This story is from the February 2011 edition of INSTORE[/span]



Wilkerson Testimonials

GOB Sales are Emotional — Here’s How to Stay on Track!

When Moyer Jewelers of State College, PA, decided to close its doors, Wilkerson was there to “keep the train moving forward.” With dedicated professionals and incomparable selling skills, the Wilkerson experience was one that third-generation jeweler Lori Moyer would recommend to any of her peers. “They really cared about our success at the end of the event. I recommend them highly.”

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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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