I have high hopes for this year’s holiday season, with plans for a big VIP event and other marketing efforts. How can I launch effectively so everyone’s on the same page and we quickly build momentum in the right direction?
Start with a comprehensive “project kickoff”. Gather your team early to clarify your holiday vision — whether it’s the exclusive VIP event, a new collection launch, or personalized gifting experiences. Make sure everyone understands the “why” — how these efforts will create memorable moments for your customers and why they’re essential to your store’s growth and financial health. Next, define each team member’s role clearly: who is responsible for event planning, social media promotions, in-store displays, and customer outreach. Clear roles prevent overlaps, reduce confusion, and ensure accountability, making your campaign more cohesive. Next, discuss the potential trade-offs that might need to be made. For instance, if your goal is a high-touch VIP evening, timing is crucial — the event absolutely needs to be done by the set date, which might mean other regular tasks and customer reachout are sacrificed to ensure everything is ready for your big night. Recognizing these trade-offs early allows your team to prioritize essentials and stay flexible if unexpected issues arise. Set your timeline thoughtfully but only after defining the scope of the campaign and each team memnber’s role. Break down your campaign into milestones: tailored exclusive inventory orders, personalized marketing to high-value clients, early teaser promotions, invitation deadlines, in-store displays, social media support, and the event itself. This creates momentum and allows your team to celebrate small wins along the way, keeping everyone motivated.
We’ve had a large corporate jeweler open up in our area that does a huge amount of advertising, offers five years to pay and lifetime guarantees on diamonds. How do we respond?
Don’t panic. The future might require you to make some difficult adjustments, but there should still be more than enough air to breathe for a smart, small independent. Indeed, this is a chance to sharpen what it is that sets your independent store apart in the marketplace. Visit the chain store and on your return make two lists: where your products and services overlap, and where you do things differently. From that, a picture should begin to emerge of the strengths you can emphasize and areas you can improve to keep your customers loyal. And if you’re like most independent jewelers, you’ll likely be nicely surprised by how many areas you excel in, from the value of customizing rings, to the ability to offer personlized guidance and build a relationship that last beyond the sale. Consider how you can showcase the craftsmanship, quality, and emotional significance behind each piece you sell and each diamond you order, something that mass-market competitors often cannot replicate. If you don’t already, give thought to how you can create intimate experiences — special bridal consultations, exclusive previews, or in-store events — that foster loyalty and trust. Merchandising expert Tom Crossman also recommends you review the look of your store. All chain stores look alike, he says, and even though you may sell some of the same brands, your products will be more appealing with better, different fixtures that reflect your independent spirit. “Light wood fixtures, for example, create a warmer environment while still being neutral. And stay away from vendor displays so you can reinforce your own brand,” he says. Finally, try not to view the big store as an unalloyed enemy. Instead, try to get to know the staff and managers. More than a few stores have told us they get a steady flow of referrals from the local Walmart for repair work. There’s a good chance they might be able to send work your way, too.
PHOTO: ISTOCKPHOTO
I’m giving more space to local designers. How can I make my store reflect this?
We like your thinking. Local, distinctive, artisan jewelry is definitely on the rise, but even the boldest new designs won’t look fresh if placed in traditional display elements. Try adding brown, green and beige accents into your displays by using organic and alternative materials such as wood and color fabrics to hint at a more natural palette. Or if their ethos is more modern and edgy, incorporate industrial or urban elements, such as metal accents, concrete textures, or reclaimed materials. And be sure to use signs so your customers know what they’re looking at. Clearly explain the stories behind the pieces — who made them and what makes them special — so customers connect with the local angle. Consider dedicating some floor or wall space specifically to local artist showcases. Maybe even collaborate with them on your window displays, blending their work with your store’s aesthetic for a curated, local-inspired look.
One of my goals for the second half of 2025 is to lift my staff’s customer service. Are there practical ways of achieving this?
This could be a major project — manuals orientation, training, indoctrination a la Disney — or you can make a day-in, day-out commitment to look for instances of excellent service and to immediately recognize and reward them. Recall such behaviors in meetings and highlight them in a monthly email bulletin to staff. Give thought to instituting celebrations (award a Service Hero of the Month). There’s also an important skills component to excellent service, so send your staff to training courses or hire a coach. Another thing you can do is to bring in a “demanding” mystery shopper (this could be a friend) to test and challenge your staff. Finally, be sure that your staff is clear on why excellent service is so important in this business. It’s not just about the dollars and cents. Jewelry purchases are often related to the most important moments in your customers’ lives. Your employees owe it to them to bring their best game.
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