Connect with us

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.

mm

Published

on

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.

Advertisement

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?

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular