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The recession caused Americans to cling to their place of residence, but as the economy builds steam people are moving again, with an estimated 20 percent of the population expected to relocate this year. That’s great news for you, because many of those people will soon be looking for a new local jeweler. During National Moving Month, tie up with a real estate agent to put together a greeting package that includes a welcome note, a gift certificate and a flier listing your services.

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

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May has earned the sobriquet of Gold Month, but 2015 may prove to be a golden year: The yellow metal is hot again, thanks in part to its falling price. Hitch a ride on the marketing efforts of some of your larger retailing cousins and their “May is Gold Month” campaign. There’s a lot of useful information and fashion commentary at the official website, instr.us/4151. Check it out.

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While most jewelers know the story of N.W. Ayer’s efforts to convince Americans that “a girl is not engaged unless she has a diamond engagement ring,” fewer probably know that De Beers’ ad agency also pioneered the practice of lending jewels to socialites and starlets for not only the Academy Awards but also the Kentucky Derby. Yep, the horse race was considered to have that kind of hold on America’s imagination. What was good enough for De Beers should be good enough for you. Bring the fun of Churchill Downs to your store with your very own Run for the Roses. Set a strict dress code (gloves, stockings and hats, of course), prepare some stout mint juleps, and invite your customers to come play with your pearl strands and try their fortune with your own lucky dip.

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America’s small businesses reflect the best of who we are as a nation — daring and innovative, courageous and hopeful, always working hard and looking ahead for that next great idea. They are our economy’s engine and our biggest source of new jobs. They are not our words. They belong to President Obama and were spoken to kick off National Small Business Week in 2013. But as few people seemed to notice them, they are well worth repeating here. Treat yourself to a massage this week. You’re carrying a lot on those shoulders.

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Hola amigos, it’s Cinco de Mayo, everybody’s favorite Mexican holiday. Join in the fun, with a silver trunk show with margaritas and mini tacos for all.

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Got a slightly confused young man looking for a Mother’s Day gift in your store? Ask him, did he ever get lost in the mall? Does he remember hugging Mom’s leg on the first day of school? Does he remember her reaction when he tumbled off his go-kart halfway down the biggest hill in the neighborhood? OK, you don’t need to sound too much like a jewelry chain store ad, but put him back in time. Get him responding emotionally and the chance of a nice sale spikes. Have a carefully edited selection of pieces to suggest as gifts as well.

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Former Mayor Richard J. Daley called Chicago “the city that works.” We’d like you to think of working smart when you think of the Windy City. As with previous SMART Shows, the 2015 event will provide lots of education (the sessions begin today), peer-group activities, and fun competitions. And let’s not forget a carefully edited vendor list to match your buying needs. Start clearing your cases now.

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The idea of mixing fruit juice with fine sparkling wine was probably met with undisguised shock when it was first proposed at Paris’ Ritz Hotel in 1925. But today, Mimosas have become a staple at weddings and other family celebrations. Mark the 90th anniversary of mimosas’ social debut, with an invitation for customers to drop by, enjoy a glass or two, and enjoy your similarly bold selections for the new season.

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On Weights and Measures Day, which this year marks the 140th anniversary of the first global standardization treaty, invite customers to bring in their precious metals to be weighed and measured.

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

45 Years: J. Cotter Gallery

Vail, CO

Vail Village was barely eight years old when Jim Cotter opened the first jewelry and art gallery in the resort town. Over the next 45 years, these two rough diamonds built simultaneous national reputations for raw beauty. In Cotter’s case, it was through pairing traditional precious goods like gold and diamonds with materials such as steel, wood, river rocks and even Styrofoam. Cotter plans to continue rolling out such creations throughout 2015 — one of his favorite pieces on display at present is a ring made using a 10-carat diamond set in cement. As for what four and a half decades in the business have taught him, it’s something that could probably serve as a slogan for Vail: “Choose joy. If you’re not having fun, then you’re wasting time,” he says.

B I R T H S T O N E S

Emerald

Few stones are as flawed (or at least included) as the emerald, but that didn’t deter maharajahs and sultans seeking them out for their turbans and European kings for their crowns for hundreds of years. Emerald is the traditional gift for the 55th wedding anniversary, but it can also be given on the 20th or 35th anniversary.