(PRESS RELEASE) ROSEMONT, IL — This year’s Sunday keynote at the INSTORE Jewelry Show promises to give jewelers practical, high-impact sales strategies they can use right away — no expensive props or flashy gimmicks required. In “How to Deliver a Luxury Experience During the Holiday Selling Season” (Sunday, Sept. 28, 8:30 AM–10:00 AM), Shane Decker, founder of the Shane Decker Sales Academy and president of Ex-Sell-Ence, will guide attendees through creating polished and memorable selling moments — on even the most modest of budgets.
Shane Decker brings decades of expertise to the podium. With over 50 years in the jewelry industry, he’s trained more than 3,000 stores worldwide, helping retailers sharpen their selling skills and enrich customer engagement. Early in his career in Garden City, Kansas, Decker achieved an impressive personal milestone: selling more than 100 one-carat diamonds in a single year — three years running.
Decker says, “Christmas is almost here, and nobody is ‘just looking.’ Everybody is just buying — a lot!”
“This is the perfect way to jumpstart holiday selling and get your staff energized,” says Trace Shelton, editor-in-chief of INSTORE. “There’s no better motivational jolt than a dose of Shane Decker’s practical brilliance. Don’t just come alone — bring your team with you. The more people who hear Shane’s message firsthand, the more fired up and aligned your store will be heading into the season.”
Attendees will leave with practical, actionable steps for elevating the in-store experience through thoughtful presentation, tone, follow-up, and those special touches that transform casual shoppers into loyal clients.
If you’re ready to treat every shopper like royalty — without the royal budget — don’t miss Shane Decker’s Sunday morning keynote.
About The INSTORE Jewelry Show 2025: The INSTORE Jewelry Show is the only trade show and buying experience for independent fine jewelry professionals in the Midwest market. Presented by INSTORE magazine, this event offers a unique platform for buying, networking, learning, and discovering the latest industry trends and product offerings. Now with a holiday twist, this year’s event will be the only show you need to attend to get your store stocked and ready ahead of the busy holiday retail season. Join us in Rosemont, IL, from September 28-29, 2025, for an unforgettable jewelry industry event.
ABOUT SMARTWORK MEDIA: SmartWork Media is dedicated to the idea that business media should strive to inform, excite and inspire business readers, and that a good business magazine can (and should) have the energy and compulsive readability of a top consumer publication. The company publishes INSTORE, INVISION, PETS+, VMSD, Signs of the Times, Big Picture and Screen Printing, as well as their respective websites and events — The INSTORE Jewelry Show, IRDC, Shop! MarketPlace and the Garden Center Show. Learn more at smartworkmedia.com.
Media Contact: Christine Yancey, Marketing Director, SmartWork Media / The INSTORE Jewelry Show / Email: [email protected]
