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Do You — or Don’t You: Do You — or Don’t You: Do You Have Video Monitors Mounted in The Store?



Do You — or Don’t You: Do You Have Video Monitors Mounted in The Store?


Published in the February 2014 issue

46% YES, I DO 

We play a loop of pictures of our store taken over the last 15 years. Our first store, our remodel, special events, which include lots of local people. The images are on an iPad and shared with our TV. — Kathi Main, Kevin Main Jewelry, San Luis Obispo, CA

Trunk show videos, and branded videos from Hearts On Fire, Rolex, Pandora, etc. — Dorothy Vodicka, The Gem Collection, Tallahassee, FL

We have two: one in the hospitality area, which mostly shows cooking shows, sometimes product; our second one is in the kids’ room and mostly shows kids’ movies. The pre-recorded product loops just seem too commercial and not entertaining enough. — Mark & Monika Clodius, Clodius & Co., Rockford, IL


Loops are a great selling tool. They help the shopper who is just looking and the person waiting for a watch battery to be changed. We have several throughout the store, from a 60-inch to a picture frame size. We show how to buy a diamond, making of gold chain, diving for Akoya and Tahitian pearls, and the glamor shots of jewelry that we carry. Great to leave running in the front window even when you are closed. — Scott Kelly, Jems Jewels & Gold, North Wales, PA

We replaced two in-store Duratrans with 80-inch flat screens streaming live CAD from our designers in the back. When they are away from their desks, the screens timeout into a slideshow of completed custom items. — Jon Bumann, Chalmers Jewelers, Middleton, WI

We play images of our privately branded bridal collection right behind the engagement ring case. — J. Dennis Petimezas, Watchmakers Diamonds & Jewelry, Johnstown, PA

We have screen saver shots of our literally thousands of custom designs. We call it the ADD monitor (customer’s forget what they’re saying when a cool piece comes on!) — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH

54% NO, I DON’T 

I don’t believe people watch them. I would rather have them looking in the cases. — Ray Hylewski, Hope Diamonds, Rocklin, CA


Too commercial, too distracting: our gallery has a lot of visual impact already. It would be overkill. — Eve J. Alfillé, Eve J. Alfillé Gallery and Studio, Evanston, IL

It’s just another marketing gimmick. People are already subjected to too much unwanted advertising.— Mark Thomas Ruby, SunSpirit Designs, Loveland, CO

No! They detract from the actual live goods and sales presentations. I think of Walmart when I see this type of marketing. My customers appreciate the peaceful, uncomplicated aspects of my showroom. — Elizabeth Breon, Coast Jewelers, Florence, OR

Had them until five years ago. They died, and we have not replaced them. They sometimes distracted clients from looking at merchandise. — Jim Ellis, Ellis Jewelers, Frankfort, IN


We’ve been asking Do You/Don’t You for 10 years now, and over that decade we’ve asked members of the Brain Squad questions that run the gamut of jewelry retailing. Here’s a look back at the results of the past three years of questions. For the complete list, dating to 2004, visit

Jan. 2010 Should local businesses work together? 73% 27%
Feb. 2010 Does the artisan trend have legs? 40% 60%
Mar. 2010 Did you change your holiday marketing from last year’s? 64% 36%
Apr. 2010 Are you tapping the wedding re-vows market? 11% 89%
May 2010 Do you give VIP customers special perks? 39% 61%
Jun. 2010 Do you negotiate prices? 72% 28%
Jul. 2010 Are you taking a vacation this summer? 57% 43%
Sept. 2010 Do you give year-end bonuses? 67% 33%
Nov. 2010 Do you say Merry Christmas? 81% 19%
Dec. 2010 Do you do spiffs during the holidays? 33% 67%
Jan. 2011 Do you send thank-you notes? 63% 37%
Feb. 2011 Do you have a new-hire training program? 26% 74%
Mar. 2011 Do you have a “brass & glass” display? 45% 55%
Apr. 2011 Do you track your online reputation? 60% 40%
May 2011 Do you have a board of advisers? 36% 64%
Jun. 2011 Do you charge to do an initial design? 19% 81%
Jul. 2011 Do you have a no-fraternizing policy? 8% 92%
Sept. 2011 Do you offer gift registry services? 13% 87%
Nov. 2011 Do you provide gift receipts? 23% 77%
Dec. 2011 Do you accept watch repairs? 78% 22%
Jan. 2012 Have you ever moved your store? 67% 33%
Feb. 2012 Have you bought any tech stuff recently? 60% 40%
Mar. 2012 Do you takes notes during the sales process? 52% 48%
Apr. 2012 Do you do your own taxes? 9% 91%
May 2012 Do you have a strategy to deal with online competition? 49% 51%
Jun. 2012 Do you offer free rhodium plating to customers? 29% 71%
Sept. 2012 Will Obamacare change your policy on healthcare? 11% 89%
Nov. 2012 Are you listed as a vendor for any websites? 15% 85%
Dec. 2012 Have you done anything to attract mobile-phone users? 27% 73%
Jan. 2013 Do you take part in arts and crafts markets? 15% 85%
Feb. 2013 Do you have rules regarding social media use by staff? 37% 63%
Mar. 2013 Excluding email marketing, do you invest in online ads? 43% 57%
Apr. 2013 Do you charge the checkout fee to credit card customers? 3% 97%
May 2013 Do you or don’t you sell medical jewelry? 75% 25%
Jun. 2013 Do you have a special diamond source? 50% 50%
July. 2013 Do you offer financing on engagement rings? 59% 41%
Sept. 2013 Have you used a government service for small businesses? 16% 84%
Nov. 2013 Do you amend your return polices for the holiday season? 20% 80%
Jan. 2014 Do you have a strategy to tap the same-sex market? 22% 78%


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