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Editor's Note

Editor’s Note: Trace Shelton On Using Your Down Time

Use your down time strategically, and you could set yourself up for a strong fourth quarter.

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AS SUMMER HEATS UP, store traffic often cools off as your clients go on vacation. But use your down time strategically, and you could set yourself up for a strong fourth quarter. Over the next month, consider budgeting some time to:

1. Make your holiday events even better. Sure, your Ladies’ Night is always good, but what if you pulled out all the stops this year and created something that the whole town would be talking about? What would that event look like? Get with your staff, brainstorm ideas, and assign responsibilities. With several months of lead time, you could find new partners for the event, line up entertainment and craft an ad campaign.

2. Audit your inventory. When is the last time you checked the performance of different lines by price range, product category, or even particular SKUs? Is there a new look or category you could augment that could provide greater holiday success? It’s one thing to reorder fast-sellers, but it’s another thing entirely to look at the big picture and make plans that can make your holidays less stressful and more productive at the same time.

3. Spruce up your displays. You’re in the business of visual beauty, so why not apply that principle to your jewelry displays? Your props don’t have to distract from the jewelry to be interesting. You may be surprised at how many positive comments you’ll hear from customers.

Or maybe it’s time to start thinking of adding a new store location. If so, you won’t want to miss our lead story in this issue, “Multiplication Lessons” (page 24).

Whatever you do, don’t waste this valuable time. Take a big-picture look at your business. It may be the last chance you get for a while! Wishing you the very best in business,

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TRACE SHELTON
[email protected]

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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.

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