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Manager's To Do

Get in Shape For Engagement Ring Sales And More Manager’s To-Do Items

Check your data, check your inventory, check your marketing plans … the would-be grooms are coming.




Mary Jo Chanski

Aug. 30-Sep. 5

CRM May to October are the most popular wedding months. Run a report of customers whose weddings fall within this period, says store consultant Megan Crabtree. “Distribute a list to your team to reach out and be sure to offer a complimentary ring cleaning prior to the big day.” It’s the kind of follow-up that makes lifetime customers.

DISPLAYS Labor Day (Sept. 7) is the unofficial end of summer. Change your window display as your market’s thoughts turn to engagements and bridal season. Get your large loose diamonds out of the vault and mount them individually so they can shine in their full glory.

Sep. 6-12

MARKETING Make contact with other small businesses in your market to see if they are interested in some reciprocal social media action via Pinterest. You could have boards such as Bridal Stores We Love, Florists That Inspire Us and Bakers Who Know Our Weakness.

SALES Search out superior cut diamonds, possibly giving thought to your own store brand. Such diamonds are easier to sell, and often provide a better margin. “If you know how to sell cut — as opposed to talking about clarity and color — you can get a superior price and learn how to compete against the Internet,” says David Brown, president of The Edge Retail Academy.

Sep. 13-19

SALES If you hand over POS-printed receipts with wedding purchases, experiment this season with handwritten sales slips. It’s a personal touch that allows people to know exactly what they have purchased (note the size, color and clarity) while romancing the product.

Sep. 20-26

MARKETING A typical couple in the market for an engagement ring will visit multiple stores and look at dozens of rings. It can get confusing remembering which was which. After the customer leaves, don’t be shy about texting or emailing them a picture or video of the ring they loved the most. Not only will they look at it over and over, but there’s a good chance your competition isn’t doing this.


TRAINING Have morning meeting games to see how well the sales team knows your wedding inventory. For example, if a customer is coming in today looking for a semi-mount that is under $2,000 retail with no diamonds on the side, who can find this the quickest?

Sep. 27-Oct. 3

Security Holiday season means more people in the store, more distraction, and more opportunities for thieves. In addition to going over the basics with staff (one customer at a time, never leave a case unlocked, etc.) and procedures when items go missing (store shutdown?), take time to explore some of the recent advances in case technology, such as auto relocking of doors and drawers, smash-proof glass, access control systems, and the latest RFID tags.

REFRESHMENTS Here’s an employee favorite: The annual cookie- and coffee-testing session. What edible goodies will you be offering customers this year?

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When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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