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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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Gene the Jeweler

Gene the Jeweler Gets Kicked Out of the Studio

In the latest episode (#42) of Gene the Jeweler, Gene is going about his business, recording a new episode. But that doesn’t last long. Four-time NFL Pro Bowl leading rusher Ahman Green walks in, and Gene finds that his time in the studio is over — whether he likes it or not. (See more Gene the Jeweler episodes at instoremag.com/gene.)

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Manager's To Do

A Trick to Selling More Platinum, And Other Manager’s To-Do Items for September

And here are some great tips for infographics in your store.

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Sep. 1-7

INVENTORY The economy may be slowing a tad, but the wealthy keep getting richer. That is allowing more people to trade up from the standard 1-carat diamond engagement ring. But to sell 2-, 3-, or 4-carat pieces, you need to have a few on hand, says David Brown of the Edge Retail Academy. Start experimenting with more expensive bridal sets.

MARKETING Conduct an advertising review. If it’s bridal sales you desire, put that shotgun away. Pick one or two advertising media, based on their reach and return on investment, and concentrate on them. That requires courage and perseverance, but it’s the surest way to break through the chatter and win that key top-of-mind presence in your local market that will deliver engagement ring sales.

Sep. 8-14

STAFF Few things are more important to staff than having the sense that their work matters. As bridal season approaches, make it a constant refrain in your strategy meetings: you’re helping people with one of the most important decisions of their life.

SHOWROOM “It’s remarkable,” says merchandising expert Sally Furrer, “how often diamond areas are underlit in stores.” Crank up the lights.

Sep. 15-21

TRAINING The rise of the bead phenomenon in the last decade caused many jewelers to cut back on diamond sales training. If that happened in your store, look to bring in a trainer who specializes in bridal goods. It’s a whole different skill set.

MARKETING Twitter’s search function, along with free applications like TweetDeck, can be great tools for market research and lead generation. Start monitoring your competitors’ brand names and hashtags to see what people are saying about them and you. Set keywords related to bridal sales in your market and don’t be afraid to follow up (unsolicited messages from strangers is a fact of life in the Twitter-sphere).

Sep. 22-28

SOCIAL Want to take your social media efforts to the next level while educating your clientele about bridal in a way they’ll remember? Think infographics. Whether charting the evolution of diamond cuts or providing tips on ring cleaning, infographics are a great shareable way to communicate your message. Try these free infographic websites: Piktochart.com, Venngage.com, Easel.ly.

SALES Want to sell more platinum? Highlight its staying power. Keep an old white-gold ring and an old platinum one behind the counter to show customers what happens to the two metals after a few years. One of platinum’s strengths is the durability of its white color, which won’t fade or change (like an enduring love, hint, hint) and will continue to complement a diamond, as opposed to white gold, which fades to yellow.

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Yarr! It’s International Talk Like a Pirate Day and More Important Dates for September

“I’ll be paying top dollar for whatever golden loot ye’ve got stashed in your little treasure chest.”

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19 Many jewelers seem to have forgotten what a lucrative earner gold buying can be. Luckily, International Talk Like A Pirate Day is here to remind you. Yarr, have some fun with your advertising. “Yes, me hearties, Cap’n Jack Black Diamond has gone straight. I’ll be paying top dollar for your doubloons, old lockets or whatever golden loot ye’ve got stashed in your little treasure chests. Come see the Cap’n before the sharks get ye.”

01 On NATIONAL NO RHYME (NOR REASON) DAY, challenge your customers on social media to come up with words that can’t be rhymed. Three you can probably put to good use in your posts that day are “spirit,” “silver” and “woman.”

06 Today is FIGHT PROCRASTINATION DAY, and if you’re one of the many afflicted, try this trick: when jotting down a to-do item, keep rephrasing it until it involves the use of your limbs: “Pick up phone and call …”, “Open laptop and search for …”

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Remembering Woodstock, The Little One’s First Day in Kindergarten, and More Useful August Dates

You’re always busy, but this month, get things done.

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19 Mark the 30th anniversary of the launch of Stephen Covey’s THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE by doing something in its spirit: keep a journal of everything you do, broken down into 30-minute increments. At the end of each workday, assign a value — 1, 2 or 3 (the lowest) — to your time, and at the end of the week, evaluate the results. They may well surprise you. Obviously you want to be spending at least half your time on No. 1s.

1 August is GET READY FOR KINDERGARTEN MONTH. On the first day of school, invite all new kindergarten moms to come in for mimosas and snacks. They can reward themselves for surviving this milestone.

4 The FIRST ELECTRIC LIGHTBULB sparked to life 140 years ago today. Mark the occasion with a brainstorming session with staff for fourth-quarter promotions.

15 Fifty years ago today, the promise of free music, a good time, and … umm … a pretty good shot at “getting lucky” drew 400,000 young people to WOODSTOCK, NY. To many folks, that’s much the same promise that jewelry makes (minus the music). Roll back the years with a store party.

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