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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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Wilkerson Testimonials

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The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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