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Editor's Note

Editor’s Note: Trace Shelton On Putting It All Together

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Last-minute efforts can tip the holiday sales scales.

BY TRACE SHELTON

Your store won’t have the “it factor” this holiday season unless you dot your Is and cross your Ts. By now, your inventory and marketing strategies should be in place, but taking care of all the little things is what will really put your fourth quarter results over the top.

That’s where our lead story comes in. This holiday “how-to” provides last-minute tips and advice on merchandising, events, human resources, digital marketing, display, and even maintaining your personal well-being during the biggest jewelry shopping season of the year. From choosing the right scent to connecting with top customers, from semi-custom gift ideas to social media pointers, this one’s got everything you need to fire on all cylinders over the next couple of months.

If that’s not enough to prepare you for the holidays — and really, can you ever be too prepared? — check out our “Prime Numbers” section on Thanksgiving weekend shopping trends, Shane Decker’s column on making holiday selling fun, “Ask INSTORE” on holiday signage advice, and “New Arrivals” on the ring styles you absolutely have to have in your showcases this December.

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But none of these ideas means a thing by itself; you’ve got to put them into action. So take this knowledge and mix well with elbow grease. After all, only you and your team can make “it” happen. And when you do, “it” will begin to look a lot like (a profitable) Christmas!

This article originally appeared in the November 2014 edition of INSTORE.

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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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