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Manager's To Do

Get Everything In Place For Mother’s Day, Spring Clean Your Shop and More To-Do Items for April

Your managerial planning for the month starts here.

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Mar 31-Apr 6

INVENTORY Start your Mother’s Day (May 12 this year) preparations by going through last year’s data. Compare popular price points with what you have in stock now.

MERCHANDISING If you haven’t done it yet, buy white cotton gloves for everyone to wear when they’re moving product around — they keep skin oil off jewelry and prevent sterling goods from tarnishing.

Apr 7-13

BUYING The biggest names in bridal fashion will showcase their spring and summer collections during Bridal Fashion Week in New York. Will last year’s royal wedding still influence trends? Tune in to the online coverage to find out what is likely to get young brides excited this year.

MARKETING Get ready for Mother’s Day by planning a “Dad and child early evening out.” Select a shortlist of gifts for Dad and the kids to choose from. Offer gift-wrapping. Send out your first round of emails or mailers by the middle of April.

Apr. 14-20

NETWORKING Contact any churches, synagogues or women’s groups in your area. Tell them you’ll speak for free about gemstones and jewelry at their luncheon meetings.

TECHNOLOGY Everyone complains about the distractions of digital technology, but then they let every app on their phone buzz and flash at them all day long. Today, turn off your notifications. All of them, if you can (with the exception of web-connected smoke alarms, of course.)

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Apr 21-27

FINANCIALS Review your cash-flow projections. With the economy in a state of flux, it’s easy to run into a mismatch between the cash flowing in, what you’re taking out, and what you owe your vendors.

INVENTORY Finalize Father’s Day watch and jewelry orders. And don’t forget anniversary jewelry — your ticket to profiting from all those June weddings of years past.

Apr 28-May 4

SALES Set up T.O. teams, recommends sales trainer Shane Decker. When you see two people who work well together, schedule them together. “The success of a T.O. team — two different selling personalities or opposite genders paired together — can skyrocket,” Decker says.

WORKSHOP More spring cleaning, this time in the shop. Use a steam cleaner on your tools but get rid of anything you have not used in a year. Straighten up your bench. Having things where you can find them leads to more efficiency and fewer headaches.

Over the years, INSTORE has won 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Manager's To Do

Add These Dates to Your To-Do List to Ensure a Productive May

Mother’s Day, the Vegas shows, summer and more guarantee it will be a busy month.

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May 5-11

SALES Everything should be in place for Mother’s Day (May 12). Remind salespeople that it’s a fantastic opportunity for add-on sales in the form of matching jewelry. What have you bundled for dad and daughter to buy together for Mom?

PLANNING If you’ve typically taken your annual vacation in July, why not shake things up a bit and opt for vacation in August this year? Who knows what your community’s jewelry needs are like in July if you’ve never really been present.

STRATEGY Vegas bound? (JCK begins May 31.) Hunker down with your POS system. Be clear on what you are trying to achieve at the show. What are your goals? To attract female self-purchasers, expand your bridal clientele with new bridal product, increase margin with in-house branded collections? (And keep an eye out for our June trends guide toward the end of the month at instoremag.com — it could be a huge help.)

May 12-18

MANAGEMENT Start meeting with staff at least monthly to share three “good things” to build on and three “development areas.”

MARKETING Your best customers are your current customers. Identify your 200 top customers. Draft a plan to market to them in the second half of 2019.

SECURITY Hotels in Vegas make it clear they are not responsible for loss or theft of items brought into their property. If you travel with goods, look into getting insurance.

May 19-25

OPERATIONS Hurricane season is ahead in many parts of the country. Run through a checklist to ensure that your bad weather protocol is up to speed.

BUYING This year, be organized and professional in front of your vendors in Vegas — prepare all your reports and forms. Re-confirm your appointments, and get cell phone numbers so you can contact them if you need to.

May 26-June 1

BUYING In Vegas, make a point to visit the Design Atelier at Couture and The Design Center at the JCK Show. The talented designers in these sections create jewelry unlike anything you may have seen, which will engage your most consistent clients while also opening up new markets.

SHOP Slow season project: Take photos of all waxes not already in your CAD library and add them.

MERCHANDISING With summer on the way, Larry Johnson says redo the props in your showcases to give a fresh look. Throw away those seashells in the pearl case and replace them with props that show your customer all the places in town where she can wear those beautiful pearls.

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May Day, Sea Monkey Day and More Important May Dates

One is a day to remind yourself that ultimately, you’re selling emotional benefits.

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1 Elsewhere, the proletariat may be standing shoulder-to-shoulder on May Day, singing “L’Internationale” to show solidarity with their daily toil, but in the good ol’ U.S. of A, that’s not considered politically correct. In place of class struggle, tell your staff you want to hear what can be done to make your store a better place to work. Ask your employees to come up with three small things each that would make their working days more pleasant. Implemented right, small things can go a long way to making employees feel empowered, involved and happy to be at work.

4 AUDREY HEPBURN, who was born on this date 90 years ago, did more for little black dresses and diamond earrings than anyone else in history. Mark the occasion with an invitation-only morning event with your favorite customers.

14 The BIRTHDATE OF THE BUDDHA is a perfect time to focus on what works and let go of the rest. Invite input, keep an open mind, and act to de-clutter.

16 It helps to be smart in your marketing, but bold is so much better. Remember that today as the world celebrates SEA MONKEY DAY — a briny nod to the power of selling emotional benefits.

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Siblings Day, National Volunteer Week and More Important April Dates

Seize on this date to own the ideas of truthfulness and trust in your community.

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10 Sure, sometimes they wouldn’t surrender the TV remote, and you had to wear red because they got the blue top, and they never seemed to do their fair share of the dishes … But they are also the only other people on the planet who understand what weirdos your parents are. On National Siblings Day, remind your customers of all this. Siblings are like the best friends we never asked for but are really glad we have. They deserve a nice surprise gift — in red.

7 On National Volunteer Week, pick up litter on roadsides or in your local creek, serve food to homeless, repaint the children’s shelter; do something to give back to your community.

14 On Be Kind to Lawyers Day, send a cheery note of thanks to yours for their hard work keeping your business safe from legal jeopardy.

30 Those honored on National Honesty Day are given “Abes” to mark their commitment to truthfulness. Sponsor an event at a local school. Own the ideas of truthfulness and trust in your community.

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