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Manager's To Do

Holiday Social Media Tips, How to Keep Spirits Bright, and More Manager’s To-Do Items for December

Be sure your staff are prepared both mentally and physically.




Dec. 1-7

REPAIRS Make sure all staff are aware of your cut-off dates for accepting repairs and special orders for Christmas. Stick to it even if it means turning down a sale — better that than not to be able to fulfill it. (And if it just absolutely, positively has to be fixed, note your “emergency service” charge and split the cash with your jewelers.)

MARKETING Start posting photos of your two best-selling jewelry pieces on Facebook each day. Post the first when you open, and the other around 3 p.m. Launch three new Pinterest pages: Last-minute gift ideas for her; Last-minute gift ideas for him; Gift ideas under $100. Ask each of your employees to post at least one photo a day to your store’s Instagram account (and don’t forget the hashtags!). Watch for feedback and keep the conversation going.

DIAMONDS Get on the phone to diamond reps and get in more memo diamonds so you have time to work with those early shoppers before the chaos sets in. Every sale you make now in the first half of December is found money.


Dec 8-14

TRAINING Changes in small behaviors can have huge results. Each day, ask employees to keep in mind one specific behavior. It could be mimicking, maintaining eye contact, smiling, getting customers to try on items, getting permission to follow up, and asking “So … who else is on your list?”

MARKETING Keep phoning customers for wish lists, one-year jewelry tune-ups, etc. If someone’s been on their feet for hours and needs a break, send them to the back to start making those calls.

Dec 15-21

HEALTh “Research studies say that low blood sugar levels are associated with lower overall blood flow to the brain, which means bad decisions,” says Dr. Mark Hyman, author of The Blood Sugar Solution. To keep your blood sugar stable, Hyman suggests eating a nutritious breakfast with some protein like eggs, protein shake or nut butters. Then have smaller meals throughout the day.

Dec 22-28

SALES FLOOR Take some of the stress out of last-minute shopping by offering food, drink and good music. Even if you’re not having an official Christmas Eve party, make sure that there’s nourishment (of the literal and spiritual kind) to keep the stress low and the spirits high.

MANAGEMENT Before you close up on Christmas Eve, thank every team member personally for his/her effort.


Dec 29-Jan 4

CRM 2019 is almost a wrap. Send out thank-you cards to every customer, even those who just bought a battery. For your best customers, make follow-up calls (or send texts for younger customers). “So, how did it go?” If not well, tell them to come in and take advantage of your exchange policy.

RETURNS Say it three times: Returns are good, returns are … Yep, return week is upon us. Handle it well and those customers will return, too.

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Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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