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How to Keep Track of Diamonds in the Shop, and More Tips for April

Plus a great way to take care of local moms ahead of Mother’s Day.




How to Keep Track of Diamonds in the Shop, and More Tips for April

marketingGo Seasonal with Snacks

There are a string of mini selling dates coming up including Easter, prom season, communions and graduation. That makes it prudent to add a calendar of events to your site. But to ensure you get people in the door, “offer seasonal snacks, for example, chocolate Easter eggs and tiny Mother’s Day pastries to match the month or birthstone, diamond-shaped cookies for April,” recommends Stacey Horcher of J. Reiss in Lincolnwood, IL.

PRODUCTIVITYAlternate Between Fun and Ugh

If you have items on your to-do list that never seem to get addressed, Oliver Burkeman of The Guardian recommends this hack: “Spend an hour or two alternating between the most and least enticing items on your list, then the next most and least enticing, and so on, each time sugaring the pill of an important task with a pleasant one.”

MARKETINGEngage Brides-to-Be

The average period of engagement in America is 13.6 months, according to, which explains why winter is the most popular time to get engaged, but summer is the most popular time to get married. Use this knowledge to your advantage. “Every bride wants to make sure on her special day her ring is sparkly and perfect,” says Megan Crabtree of Crabtree Consulting. “Run a report for clients who purchased their engagement rings from May to July of the last calendar year. Have your sales team reach out to these clients to make sure they visit for a complimentary ring cleaning before their big day.”

MARKETINGTake Care of Local Moms

Partner with your local hospital and donate jewelry to new moms with babies in the ICU. This is a scary time for them to be spending their Mother’s Day in the hospital, so anything you can do to make their day better will be remembered, says Kathleen Cutler of Kathleen Cutler Strategy.

MANAGEMENTMake Your Store a Hangout

By the end of his four-decade-long career at GE, Jack Welch, the man Fortune magazine dubbed Manager of the Century, reckons he got hiring right about three-fourths of the time. He said the secret to what he called the hardest thing a manager does is, “You have to create that ‘cool kids’ basement feeling that makes everyone want to come over and hang out at your place.” And the key to that was employee engagement, which involves showering your best employees with love and trying to bring the best out of them, he said.

operationsA Dime a Diamond

Never throw out a diamond again. Frank Cafaro of Frank Cafaro Vintage Jewelry & Repair in Belleview, FL, passed on this nifty tip from an old-time jeweler: Include a dime in every plastic Ziploc bag carrying a diamond. “Son, when I was a young man, I threw away more diamonds than I care to think about because they were alone in a plastic bag. So now I know if there’s a dime in the bag, there’s a diamond,” the veteran jeweler told Cafaro.


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Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

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