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Manager's To Do

Celebrating Breakfast at Tiffany’s and More Events for October




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!


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


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.


Opals are September's birthstone



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.






Wilkerson Testimonials

Not GOB (Going Out of Business) but TMM (Too Much Merchandise)? It’s Wilkerson To the Rescue!

With a remodeling project looming, the time was right for Steve and Linda Hammalian, owners of Little Treasure Jewelers in Gambrills, MD, to call in the Wilkerson pros. The couple needed to liquidate excess, aging inventory. Steve says he’d totally recommend them. “Wilkerson offered a comprehensive solution in terms of advertising, in terms of on-site presence and for their overall enthusiasm. They’re also really nice people.”

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Manager's To Do

Add These Dates to Your To-Do List to Ensure a Productive May

Mother’s Day, the Vegas shows, summer and more guarantee it will be a busy month.




May 5-11

SALES Everything should be in place for Mother’s Day (May 12). Remind salespeople that it’s a fantastic opportunity for add-on sales in the form of matching jewelry. What have you bundled for dad and daughter to buy together for Mom?

PLANNING If you’ve typically taken your annual vacation in July, why not shake things up a bit and opt for vacation in August this year? Who knows what your community’s jewelry needs are like in July if you’ve never really been present.

STRATEGY Vegas bound? (JCK begins May 31.) Hunker down with your POS system. Be clear on what you are trying to achieve at the show. What are your goals? To attract female self-purchasers, expand your bridal clientele with new bridal product, increase margin with in-house branded collections? (And keep an eye out for our June trends guide toward the end of the month at — it could be a huge help.)

May 12-18

MANAGEMENT Start meeting with staff at least monthly to share three “good things” to build on and three “development areas.”

MARKETING Your best customers are your current customers. Identify your 200 top customers. Draft a plan to market to them in the second half of 2019.

SECURITY Hotels in Vegas make it clear they are not responsible for loss or theft of items brought into their property. If you travel with goods, look into getting insurance.

May 19-25

OPERATIONS Hurricane season is ahead in many parts of the country. Run through a checklist to ensure that your bad weather protocol is up to speed.

BUYING This year, be organized and professional in front of your vendors in Vegas — prepare all your reports and forms. Re-confirm your appointments, and get cell phone numbers so you can contact them if you need to.

May 26-June 1

BUYING In Vegas, make a point to visit the Design Atelier at Couture and The Design Center at the JCK Show. The talented designers in these sections create jewelry unlike anything you may have seen, which will engage your most consistent clients while also opening up new markets.

SHOP Slow season project: Take photos of all waxes not already in your CAD library and add them.

MERCHANDISING With summer on the way, Larry Johnson says redo the props in your showcases to give a fresh look. Throw away those seashells in the pearl case and replace them with props that show your customer all the places in town where she can wear those beautiful pearls.

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May Day, Sea Monkey Day and More Important May Dates

One is a day to remind yourself that ultimately, you’re selling emotional benefits.




1 Elsewhere, the proletariat may be standing shoulder-to-shoulder on May Day, singing “L’Internationale” to show solidarity with their daily toil, but in the good ol’ U.S. of A, that’s not considered politically correct. In place of class struggle, tell your staff you want to hear what can be done to make your store a better place to work. Ask your employees to come up with three small things each that would make their working days more pleasant. Implemented right, small things can go a long way to making employees feel empowered, involved and happy to be at work.

4 AUDREY HEPBURN, who was born on this date 90 years ago, did more for little black dresses and diamond earrings than anyone else in history. Mark the occasion with an invitation-only morning event with your favorite customers.

14 The BIRTHDATE OF THE BUDDHA is a perfect time to focus on what works and let go of the rest. Invite input, keep an open mind, and act to de-clutter.

16 It helps to be smart in your marketing, but bold is so much better. Remember that today as the world celebrates SEA MONKEY DAY — a briny nod to the power of selling emotional benefits.

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Siblings Day, National Volunteer Week and More Important April Dates

Seize on this date to own the ideas of truthfulness and trust in your community.




10 Sure, sometimes they wouldn’t surrender the TV remote, and you had to wear red because they got the blue top, and they never seemed to do their fair share of the dishes … But they are also the only other people on the planet who understand what weirdos your parents are. On National Siblings Day, remind your customers of all this. Siblings are like the best friends we never asked for but are really glad we have. They deserve a nice surprise gift — in red.

7 On National Volunteer Week, pick up litter on roadsides or in your local creek, serve food to homeless, repaint the children’s shelter; do something to give back to your community.

14 On Be Kind to Lawyers Day, send a cheery note of thanks to yours for their hard work keeping your business safe from legal jeopardy.

30 Those honored on National Honesty Day are given “Abes” to mark their commitment to truthfulness. Sponsor an event at a local school. Own the ideas of truthfulness and trust in your community.

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