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Envision Your Ideal Dinner Party When Planning Your Store Mood and Displays

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LAFAYETTE, LA — If you were throwing a dinner party, what kind of dinner party would it be?

Who would you invite?

What would you serve?

What would your centerpiece look like?

What kind of mood would you like to create?

Fun, light and summery? Or rich and romantic?INSTORE Eileen Stuller

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The Stuller team recently spoke on “Visual Merchandising and Your Brand Experience.”

Jennifer Tausch, Stuller’s executive director for brand and creative, and Emily Graffagnino, Stuller’s director of packaging and display, recommend trying this conceptual exercise to begin to envision your brand as well as the look of your store.

The Stuller team spoke on “Visual Merchandising and Your Brand Experience” during a Bench Jeweler Workshop at Stuller March 23-25.

Pull photos from Pinterest and assemble a photo board of your own, showing what your ideal dinner party would look like. Then translate the look and feel of it to what you’d like your store to be like. Will there be fresh flowers? Music? What kind of scent best represents your brand?Is there a theme?

If you’re looking to attract a subset of environmentally conscious millennials, try an eco-chic safari theme, for example. Bring in something green, such as bamboo or succulents, add rustic wood, use some open cases. Make it natural, open, inviting and fresh.

If your main audience is baby boomers with disposable income, you might consider something more classic. For a Renaissance, red-carpet theme, use cherry wood, red roses, and shades of wine with gold accents. Emphasize integrity and quality.

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If you want to appeal to Gen X self-purchasing women, emphasize modern aesthetics, and perhaps a black and white motif with pops of color. Think about white roses and marble risers and non-traditional ways to display necklaces. Having a black and white theme makes it easy to bring in a gold accent for the holidays or to add a little sparkle for New Year’s.

In other words, figure out how you fit into the marketplace before changing your display strategy.

Branding and display are closely linked.

“Ask yourself, why are customers choosing you versus others?” suggests Tausch. “And who is your customer?

“Your brand is the sum of emotions and thoughts your audience has about your company.”

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That Weird ‘Diamond in a Diamond’ Isn’t for Sale. It Will Go Here Instead …

Alrosa revealed the find in September.

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RUSSIA’S ALROSA DIAMOND mining company announced Thursday that the curious “diamond in a diamond” revealed on social media in early September has been added to its collection of rare finds — and is not for sale.

In early September, Alrosa surprised its Instagram followers with a video that seemed to show a tiny rough diamond moving freely in the cavity of a larger one (pictured above). The caption read, “A diamond in a diamond? We couldn’t help but share this very special find with you.”

At the time, Alrosa wasn’t quite sure what to make of the phenomenon. Nobody at the mining company had ever seen anything like it. Five weeks later, Alrosa scientists confirmed that both the host and smaller crystal were diamonds.

They named the double-diamond “Matryoshka” because its strange configuration is reminiscent of the popular Russian nesting dolls. The specimen, which weighs only 0.62 carats, was discovered in Yakutia at Alrosa’s Nyurba mining and processing division.

Matryoshka joins Alrosa’s ever-growing collection of diamond wonders. These include crystals that resemble a soccer ball, a Valentine heart, a skull and a fish.

Interestingly, some of Alrosa’s most unusually shaped diamonds have come to light at the most opportune times.

Credits: Diamond images courtesy of Alrosa Diamonds and via Alrosa/Instagram. Soccer ball image by Pumbaa80 (Self-published work by Pumbaa80) [GFDL or CC BY-SA 3.0 ], via Wikimedia Commons.

For instance, an Alrosa discovery in July of 2018 had us wondering out loud if Mother Nature was a World Cup soccer fan. Just three days prior to the Russian national soccer team’s exciting quarterfinal match against Croatia in the 2018 FIFA World Cup™, Alrosa discovered a diamond that looks amazingly like a soccer ball.

In February of 2019, Alrosa revealed a 65.7-carat rough diamond that had an uncanny resemblance to a Valentine heart.

“Diamonds of a distinctive shape that resemble some object or symbol are extremely rare in nature,” Alrosa’s deputy CEO Evgeny Agureev said at the time. “Most rough diamonds are octahedron-shaped or do not have a particular shape at all. The appearance of a heart-shaped rough diamond, especially on the eve of Valentine’s Day, seems to be a symbolic gift of nature not only to our company, but also to all loving couples.”

Credits: Diamond images courtesy of Alrosa Diamonds and via Alrosa/Instagram.

Alrosa noted that a 24-carat, skull-shaped stone was unearthed prior to Halloween in 2018.

In August of 2019, the company posted to Instagram a photo of a rough stone resembling a fish. It had been discovered back in 2002, and was revisited to help promote the firm’s ecology efforts, which include releasing hundreds of thousands of fish into the rivers near its mining operation in Yakutia.

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Upping the Game: Why Dubai Watch Week is the Perfect Example of How to Run a Fair

A key factor: There’s no pressure to buy or sell.

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WATCHMAKING CLASSES TAUGHT by Swiss masters. Luxury hotel rooms at the new Waldorf Astoria. Daily gourmet breakfasts. Seven limited-edition timepieces being released. Three-course lunches in a Cipriani pop-up. Thirteen education panels featuring world-renowned speakers. An international press squad representing over 45 media titles. And Jean-Claude Biver dropping knowledge and signing books. Any one of these would be enough to raise the level at most watch-related trade shows or fairs, but when you combine them and place them into a setting like Dubai, the result is almost unfathomable. Unless, of course, you lived it, which is exactly what I was privileged enough to do just over a week ago.

For the third year in a row, I was invited by the team at Ahmed Seddiqi & Sons and Dubai Watch Week to attend a horological event they were organizing. Two years ago, it was to visit the third edition of Dubai Watch Week in Dubai as a member of the press. Last year, it was an event they were holding in London in collaboration with Christie’s Auction House called “Horology Forum.” I was asked to be one of five panel moderators for that event; an honor which I never thought could be matched. That is, until this year when again I was invited by DWW to moderate the final panel, entitled “Hot Potato.” Each of my experiences has been extraordinary.

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The No. 1 characteristic that separates Dubai Watch Week from any other watch fair (or jewelry event, for that matter) is that there is no pressure to buy or sell. In the U.S., the closest we have to that experience is the American Gem Society Conclave, which I’ve often compared to Dubai Watch Week on an education level. But in terms of pulling in a worldwide audience that includes watch brands, retailers, collectors, journalists, scientists, speakers and skilled artisans, there is no other fair that can hold a candle to this one, and the other watch fairs know it.

In 2017, I left Dubai thinking to myself that I had just left the most organized event I’d ever attended. In my mind it was flawless, leaving very little room for improvement, and yet when I stepped onto the impeccably pristine grounds of the DIFC this year I was flabbergasted. It was not just grander from a visual standpoint, but the program itself read like perfection. Panel topics at the “Horology Forum” covered everything from how smart watches are affecting today’s watch sales, to what really happens when you’re put on a waiting list for a watch, to how women come to power in fields largely dominated by men, to how industry outsiders (like award-winning actor Aldis Hodge and quantum physicist Michael Biercuk) are finding their place in the watch community. Attendees were also treated to events held in the “Creative Hub,” where several watch brands discussed their histories and where some even released new limited-edition timepieces in conjunction with Dubai Watch Week. Watchmaking classes were taught in a separate pop-up venue, as well as classes on watch design, dial painting, engraving and more. Christie’s even had its own auction room on premises where one could attend talks on topics such as the restoration of timepieces and why vintage Patek Philippes are so sought after. And, because DWW gets it, there was a children’s program. Yes … an actual children’s program! Because let’s face it, kids will eventually determine the success of the watch industry, both as future buyers and as future artisans, so why not teach them how special watchmaking is now, right?

As the days turned into nights, the festivities didn’t slow down. There were cocktail events by Tudor, Grand Seiko, Ulysse Nardin, HYT, Bell & Ross, Roger Dubuis, Girard Perregaux and others. Oh, and if you tired of any of those, Chopard pretty much had its own nightclub set up, complete with a well-known Dubai D. J. and plenty of industry personalities.

These days, as an almost-47-year-old woman, I feel that the older I get the harder I am to impress. I’ve done a lot in my life, and I’ve seen even more, so when something comes along that is special – truly special – I sit up and take notice, and often will do my best to tell the world about it. This is exactly what Dubai Watch Week makes me want to do. Everyone from their smiling security guards, to their wonderful public relations and press teams, all the way up to Hind Seddiqi – the director general of Dubai Watch Week – went out of their way to make sure that every person in attendance was taken care of, and that everyone had an experience unlike any other. Hind and her entire team succeeded in accomplishing that, yet again, which makes me wonder how the 2021 edition could possibly get any better. Although, seeing what the DWW organizers have been capable of so far, I’m sure it will be otherworldly.

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Editor's Note

For Jewelry Retailers, Being With Family Often Means Being At Work

But most say they enjoy spending so much time with relatives.

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FOR MOST PEOPLE, the holiday season means spending time with family. For most independent jewelry retailers, the holiday season means spending a whole whole lot of time with family.

That’s because being in the jewelry business frequently means being in the family business, with retail stores passed on from generation to generation. Brothers, sisters, cousins, in-laws, parents and grandparents all work together on a daily basis.

The average layperson might think that these jewelry families would be at each other’s throats since they’re around each other so often. But we’ve found that most in jewelry retail say they not only work well with family members, they enjoy it.

That’s why we thought it would be fun (and instructive) to do a photo essay on jewelry retailers who work with family members. Now, the story is not exhaustive by any means! After all, since you’re reading this, there’s a decent chance that you work with at least one relative yourself. But in reading about other families who work together in a small business like your own, we hope you’ll see yourself in them — and hopefully pick up some tips to improve relations in your own store along the way.

Being part of a family isn’t always easy. But being part of a family that also works together can be especially stressful — although many of you make it look easy. We hope your family has a fabulous holiday season, and we’ll see you on the other side of the new year!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

 

Five Smart Tips You’ll Find in This Issue

1. Launch three new Pinterest pages: Last-minute gift ideas for her; Last-minute gift ideas for him; Gift ideas under $100. (Manager’s To-Do, p. 28)
2. Post photos of two best-selling jewelry pieces on Facebook each day, one when you open and the other around 3 p.m. (Manager’s To-Do, p. 28)
3. Limit the number of pieces that can be presented to a customer to between one and three pieces of jewelry or watches at a time, and post signage of this policy. (Ask INSTORE, p. 52)
4. Add one or two new descriptive words to your sales presentation, and then add more as you become comfortable with them. (Ask INSTORE, p. 54)
5. Always include some of the relevant search keywords you determined for your business in your social media posts. (Maccaroni, p. 53)

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