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Tip Sheet

How to Maintain Perspective, Upgrade Your Wish Lists, and More Tips for December

And be sure to read this tip on making your website more accessible to all users.




Blonde Lady

management Get Some Perspective

When times get busy and the tasks pile up, it’s easy for your staff — and for you — to focus on the stress or drudgery. Try instead to encourage a mindset fixed on the big picture and the help you’re providing, writes Dan Ariely in Payoff: The Hidden Logic That Shapes Our Motivations. These streams of people coming in the store with their endless demands are trying to find a way (through jewelry) to show someone important in their life that they love them. And your store is the catalyst that allows it to happen. “When we reframe experience so that we focus on the meaning, so that we see how it helps others, dull activities can give us purpose and even be inspiring,” writes Ariely. To be sure, the work won’t change, but your perspective can. Keep reminding your people that during your morning meetings

TECHNOLOGY Ensure Web Accessibility

Is your website serving the sizable percentage of the population with low vision? How about those who are colorblind? Seventy percent of websites don’t. To ensure your website still offers accessibility, Peggy Gartin, marketing expert in the vision industry, suggests taking this simple test: Turn off color and look at your website. Does it still make sense? If not, it has color cues that 7 percent of Americans can’t see because they’re colorblind. Second, head over to and unplug your mouse. “Can you still navigate the site with your keyboard? If not, then someone using a screen reader would be stuck, too,” Gartin says. “Work with your developer to make things better for people with disabilities.”


Sports channels have been showing old games, movie channels old classics. We thought it might be time to re-look at old productivity strategies. This month, we experimented with the Pomodoro Technique, which had its moment of fame about 15 years ago. Basically, it’s a kitchen timer (although there are now apps for your phone) that helps you break your day into 25-minute sessions. Simply, choose a task, and when the timer rings, stop for five minutes. Repeat three more times, then take a longer break. That’s just about it. Yet it works. Really well. Give it a go!

MARKETING Wish List twist

It’s not uncommon for jewelers to send wish lists featuring photos of the desired item, but Elegant Jewelers in Sugar Land, TX, elevates the practice by including photos of the piece modeled by the wife or girlfriend that are taken during its “Ladies Secret Santa Night.” Explains owner Patty Wedemeier: “We have a special night that ladies pick out what they like. Then we send postcards to the men with pictures of the ladies wearing the jewelry.”

SALES Ready, Set, Snow!

Want to know when the holiday shoppers will show up? Be on the lookout for those first flakes of snow, advises Hank Haan of Haan Jewelers in Byron Center, MI. “As soon as we have our first snowfall, no matter if it’s just a dusting, people all of a sudden need to go Christmas shopping!”

CAUSE MARKETING Personalize Charitable Items

Giving and doing right by your community are big themes right now. Such involvement can also be good for business. “Many charitable organizations sell jewelry with their logo or representing their charity in some way to raise funds,” notes Megan Crabtree, president of Crabtree Consulting. “Contact these charities to see if you can assist in producing this for them.”


Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].



Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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