Commentary: The Business Here’s Why Smiling With Your Eyes Can Make All The Difference Retailer John Carter says jewelers are needed now more than ever. Published 2 years ago on May 20, 2020 By John Carter Instore June 2020 Issue Share Tweet REMEMBER WHEN THE biggest issue facing our industry was how we would all handle the emergence, selling, and disclosure of laboratory-grown diamonds? Ah, those were simpler times — and it was only a few months ago! What would you do to go back to those days where we had just a few issues on our plate? While those were, and continue to be, serious things to address, the times have changed and so has our perspective. That small plate of consequential matters has grown to a smorgasbord of challenges and potential pitfalls. We could all choose to throw up our hands and just give up, but my advice to you is to just keep smiling. Jimmy Degroot Video: Fix the ‘Glitches’ in Your Jewelry Business Jimmy Degroot Video: Everyone in Your Jewelry Store Can Get Along. Here’s How. Jimmy Degroot Video: Discounting Your Jewelry Can Send the Wrong Message I am a social person by nature. Hugging, laughing, and joking is how I communicate. This confinement has been hard on extroverts. I was wearing a mask in the grocery store yesterday, and when an associate (also wearing a mask) had finished helping me, I responded how I normally would to show gratitude … I smiled. Through a mask. Like a dope. I just sat there with my secret smile, expecting him to know I was grateful. I walked to my car shaking my head, realizing that our communication is going to look very different in the coming months. This morning, I had the honor of serving as a panelist on an international conversation hosted by CIBJO (sorry, America, that I was chosen to represent you), and an Italian gentleman, Steven Tranquilli, said something very profound that struck a cord with me. He said, “We must now learn to smile with our eyes.” I grew up in this industry forming personal bonds with my clients and friends by helping them celebrate happy occasions, and those “transactions” almost always end with a hug (I’m a hugger). The near future looks a little different, as our connections will be happening virtually, through plexiglass, face shields, and masks, but we are still here to help them celebrate happy occasions. Advertisement Happy occasions, you say? Yes, here is a newsflash: In the past few months, your clients have still had happy occasions. Sure, some celebrations were postponed and plans were changed, but they had birthdays, anniversaries, and reasons to celebrate the beauty that is their life. Celebratory trips have been canceled, and for the first time ever, we are not competing with the travel industry as a means of celebration. This is an opportunity for the jewelry industry. When you are lucky enough to open your doors again, they will be there to see you. Be ready to serve them with the same passion you had before. We are jewelers. We are a part of their lives and have been for generations. They want to see your face (covered though it may be) and receive a social distance air hug from you. Smile with your eyes, and be ready, once again, to light up their eyes with your beautiful jewelry. Related Topics: Featured click to Comment(Comment) Up Next Pearl Proponents Find Inspiration in the Journey of These Organic Gems Don't Miss IGI North American President Sees Omni-Channel Retail as the Way Forward John Carter John Carter is the owner of Jack Lewis Jewelers in Bloomington, IL, and outgoing president of the American Gem Society. Advertisement SPONSORED VIDEO Thinking of Liquidating? Think: Wilkerson When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says. You may like A 20-Year Advertiser Explains Why They’ve Supported INSTORE All These Years Data Sharing Between Suppliers and Retailers Is Transforming the Jewelry Industry This General Manager from Kansas Imagines Her Last Day in Jewelry Retail Promoted Headlines Thinking of Liquidating? 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