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How Were Your Holidays? 20 Jewelers Describe Theirs

These retailers, all members of INSTORE’s Brain Squad, share their thoughts on the 2019 holiday selling season.

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A FEW DAYS AGO, we sent out our January Brain Squad survey, and we had many holiday-related responses in our “Letters to the Editor” section — so many, in fact, that we thought we would break them out and share them with you in this dedicated article. Most seemed to have had a successful 4th quarter, but some were mystified that their results were disappointing, and even those who were successful often mentioned working harder for the extra sales.

  • Our holiday selling season was amazing. My mom, fiancé and daughter all worked to helped us through the season… That part was challenging at times. No explanation needed, LOL. — Elizabeth Saba, Presley Co. Fine Jewelers, San Diego, CA
  • After a slow October and November, the December numbers made up the year. Happy overall. Best wishes to ALL the staff at the INSTORE!! — Mark Rozanski, Goldart, Ottawa, ON
  • We went through 2 seasons of orange barrels in front of our store. A year project took 20 months to complete. We maintained a positive attitude throughout and were rewarded with our best holiday and year-to-date sales ever. — Karen Fitzpatrick, Harris Jewelers, Rio Rancho, NM
  • We played catch up this Christmas and clawed our way to a decent number. I thought after last year it would be easier, but that wasn’t the case. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL
  • Three more area jewelers closed at the end of the year, making me ever so grateful to still have a vibrant successful business in these times of change. I am excited about the year to come, and feel even more committed to my business and my community. — Jo Goralski, The Jewelry Mechanic, Oconomowoc, WI
  • Holiday sales? Best ever, even at only 15% of our annual. The surprise? The week between Christmas and New Years is always busy, but this year we had everyone on the floor and still couldn’t help them all! — Debbie Fox, Fox Fine Jewelry, Ventura, CA
  • We had a nice holiday season. We had some folks actually being proactive and buying gifts several months early and then we had the very late rush. It’s getting harder and harder to pinpoint the timing of holiday sales though. And as far as jewelry goes, we sold some really nice color stone pieces this season, which is nice and refreshing for a change. — Marc Majors, Sam L. Majors, Midland, TX
  • Doubled our November goal, but didn’t even reach close to our December goal. It just about evens out financially in the end, so no complaints. I guess we just got our hopes up for a huge December, and were disappointed in the outcome. — Jill Hornik, Jae’s Jewelers, Coral Gables, FL
  • Our business felt different this year. We never felt overwhelmed like years past. When everything was over, our sales were up and profits were up. I think this meant the customers that came in were serious and purchased. I will take that over fighting for everything that comes in. I am interested to know if anybody else had the same experience. — Julie Brashier, Julie’s Jewels & Gifts, Greenville, SC
  • In all honesty, our “holiday season” could have been better, but it sure could have been so much worse. We have our health and we’ll be here for years to come. What I have come to learn about change is that it’s coming at such a rapid pace. Buckle up! Michael Cook, Walter J. Cook Jeweler, Paoli, PA
  • We had a solid December, and an excellent November — selling season was very short this year. 2020 has started well! — Allison Leitzel-Williams, Leitzel’s Jewelry, Myerstown, PA
  • Selling season was very good. Less customers, more dollars. Look forward to a new year! — Laurie Cusher, Hyde Park Jeweler, Hyde Park, NY
  • Taking the December issue to the beach to catch up. Somewhat difficult season. Had to work much harder and market more and more events. Business came at the very end. — James Gattas, James Gattas Jewelers, Memphis, TN
  • This was our best holiday selling season yet — so good, in fact, that this husband-and-wife team did not have a spare moment to read the December story on families who work together! Definitely looking forward to catching up on our required reading! — Zechariah Chambers, Chambers Jewelers, Ford City, PA
  • Our holiday season was better than expected. We were coming off the biggest sale in the history of our store (hence being down from 2018) but were very happy with how we ended the year. With all of the change (new owners, new location and showroom, many changes in staff), we were bracing for a lull, but the community has validated all of our HARD decisions! — Jennifer Hornik Johnson, Miller’s Jewelry, Bozeman, MT
  • We had a good season. Many new first time clients, thanks to Google and Facebook. — Sandra Giordanoriper, Sunset Hill Jewelers and Fine Arts Gallery, West Chester, PA
  • If the rest of the year had been better, we would have been happy to only miss last Dec. by $10K … but it wasn’t. — John Hayes, Goodman’s Jewelers, Madison, WI
  • It was our first holiday season in our new store/new location. We noticed a different clientele. SOHO really took off for us this holiday season. We love this line! Gemstone jewelry was also hot for us. Silver jewelry was down. Need to prep better for the change in clientele. — Christine Osborne, Christopher’s Fine Jewelry and Rare Coins, Des Moines, IA
  • Selling season was OK. Late shoppers seem to be the theme anymore. Year was down as was December. Very tough farm/ag economy around here right now due to flooding and poor crop yields and commodity prices right now. My buying was down/in control, so that certainly helped. I was actually quite surprised how strong the last 5 days were to save the month of December. Expectations for this year are really no different unless farming prices and conditions change dramatically. Plan to host / run more “events” in the store to create traffic and new customers coming in. — Tom R. Nelson, Nelson Jewelry, Spencer, IA
  • Christmas this year was very strange. Maybe because Thanksgiving was so late. People didn’t seem to be in holiday mode. The three days leading up to Christmas made the entire month. Now that Christmas is over, people are out buying for themselves. Tons of self-purchases now. There are no absolutes for retail anymore. It is changing too quickly. — Susan Kauffman, Black Dog Jewelers, Lewisburg, PA

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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