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Manager's To Do

Celebrating Breakfast at Tiffany’s and More Events for October

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5 To mark THE 55TH ANNIVERSARY OF BREAKFAST AT TIFFANY’S first showing in 1961, invite young couples to come in for a morning bite at your store to browse your bridal selection. Play Moon River on loop, lay on some mimosas and baguettes, and offer to engrave a love message to anyone who brings in a Cracker Jack ring.

1 It’s well known the brain is “cross-wired,” with the right hemisphere controlling the left side of the body and vice versa. Only slightly less known is the right hemisphere’s role as a source of unorthodox and instinctual thought. During RIGHT BRAINERS RULE MONTH, what’s this mean for you and your store? Creative right-brain thoughts driving left-hand ring purchases! Urge your staff to come up with some out-of-the-box ideas to boost sales, specifically what packages you can put together for engagement-ring buyers.

11 You may think you don’t have friends or business associates who are gay or lesbian, but it’s very likely you do — everybody does. Despite the many LGBT civil rights gains in recent years, fear keeps many people in the closet. On NATIONAL COMING OUT DAY, make it clear with a promotion of same-sex wedding lines that in your store no one should be anything but proud and happy for being who they are.

12 During BUILD YOUR BUSINESS WITH BUSINESS CARDS WEEK, set your staff a new target: Hand out one card a day. It doesn’t matter to whom: the owner of the local dry cleaner, the cashier at the grocery store, the Uber driver. Think, says trainer Dave Richardson, what would happen to your business if everyone in your store handed out 300-plus cards every year.

20 GET SMART ABOUT CREDIT DAY is held to teach youth about how to manage their money. But jewelers should probably take a few lessons as well, primarily in the benefits of offering financing. According to our surveys, less than 60 percent of jewelers offer financing programs for engagement-ring purchases, yet there is a mountain of evidence showing how they support bigger, better bridal sales. And millennials expect a financing option. Get smart!

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23 “Take a good look at your fiance’s mother and you’ll know what your wife will look like in 30 years.” So went the beer-buddy advice of a generation ago. On MOTHER-IN-LAW’S DAY, how about viewing these long-suffering joke butts as the targets of affection instead? In lighthearted tones, encourage your bridal customers to kill their prospective mothers-in-law with kindness, including a generous token of gratitude for their financial and emotional help ahead of the wedding. Prepare some gift ideas.

30 Checklists are often looked down upon as a paint-by-the-numbers approach to management. But consider the types of people who use them: Pilots, surgeons, software engineers — people in critical positions. And in manufacturing settings, studies show double-digit gains where they are employed. Ahead of NATIONAL CHECKLIST DAY, start working on a list for one part of your business that supports bridal sales, such as the shop. Then follow — and check off — this three-step process:

  • Establish a best practice. (Make sure it’s the best-known method. Get input and feedback from those doing the work.)
  • Make it visible. Post it where everyone will constantly see it.
  • Communicate. Prepare and train people. Test it out and monitor its effectiveness. 
  • Check. Check. Check.
More October Holiday Events

Oct. 10-16 Palm Beach Jewelry, Art & Antique Show Palm Beach, FL
Oct. 13-16 Istanbul Jewelry Show Istanbul, Turkey
Oct. 13-16 Luxury Miami Miami, FL
Oct. 14-17 Jeweler’s International Showcase Miami, FL
Oct. 28-30 Lueur New York, NY
Oct. 30-Nov. 1 JA Special Delivery New York, NY
Oct. 31-Nov. 1 International Watch & Jewelry Guild Show Brooklyn, NY



Chuck and Georgiann Beaudet

BUSINESS ANNIVERSARY

Beaudet Jewelry
Eugene, OR

When he set out in a U-Haul truck from Milwaukee, Chuck Beaudet was barely 25 but already a seasoned jeweler, having started apprenticing at his father’s side at the age of just 12. Confident his skills could get him work anywhere, he headed west with his young bride, Georgiann (who passed away in 2014). They settled in Eugene, OR, and after several years of trade work opened their own store, a small upstairs space that served as a toehold to the local market. Over the years, Beaudet Jewelry has grown steadily (most dramatically with an expansion in 2007 that doubled its size), won design awards and become a local institution. What’s Chuck learned from his long journey in jewelry? That it helps to be proactive. And “that it’s OK to make money,” he says.

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Opals are September's birthstone

BIRTHSTONE

Opals

Most OPALS are 60 to 65 million years old, dating back to the Cretaceous period when dinosaurs roamed Earth. Their history as a collected gemstone isn’t that old, although it is a long one, with Australian Aborigines and ancient African tribes among those enamored with its unique play of color and ability to disperse light into shards of rainbow color. The Romans had a nice way of looking at it, dubbing it the Queen of Gems because it contained the colors of all other gems.


This article originally appeared in the September 2016 edition of INSTORE.

 

 

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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.

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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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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.

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Jim Ackerman

Video: Why Your Digital Marketing Doesn’t Work Like the Experts Say It Should

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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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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.

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Podcast: Michael O’Connor, Jewelry’s Perfect Spokesman, Visits ‘The Barb Wire’

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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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