David Squires

How “Captain Underpants” Can Teach Jewelry Stores About the Power of Repetition

Use repeating elements — your own “schtick” — to help build you business identity.

Published

11 years ago

February 20, 2013

INSTORE Staff

How “Captain Underpants” Can Teach Jewelry Stores About the Power of Repetition

FOR A COUPLE MONTHS, I have been reading the “Captain Underpants” series of books to my two smallest kids (7 and 5). We’re now on book number six out of (I think) ten. They really, really enjoy it. Every night, they beg for an additional chapter … or two … or three.

Side benefit: our nightly reading sessions have become a power tool of parental leverage when the kids are acting badly and I threaten to cancel that night’s Captain Underpants. BAM!!! Instant compliance.

One reason they love the books so much is the way they use repetition to create familiarity and comfort.

Each of the “Captain Underpants” stories is structured the same way, with story beats, graphic elements, and catch-phrases all repeating themselves from book to book (e.g. the “Flip-o-rama” sections, “truth, justice and all that is pre-shrunk and cottony”, and the way that all the books end with someone snapping their fingers — a portentous act in the universe of the series.)

This kind of repetition, or “schtick”, is something that jewelry store owners might think of implementing to help build your business identity.

Your schtick could be as simple as a fashion accessory. (Harry Friedman once said that if he was starting in jewelry sales today, he would wear a red bow-tie to work every day. Reason: he would thus be known as “the guy in the red bow-tie”. Instant identity.)

A couple other ideas:

Challenge yourself to remember one joke every day to share with your customers. I bet a bunch would drop in every day to hear your latest.
Brainstorm wildly over-the-top compliments for your female customers and distribute freely. “Mrs. Johnson, you are a ray of light piercing the morning gloom” or (to an elderly couple entering) “And who is this enchanting nymph you have brought into our store?”

What about you guys? Any ideas for repeatable elements or characteristics that can become part of your personal identity, or your store’s?

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”