Editor's Note

INSTORE Nabbed Awards, a Keynote Speaker and a Story by One of Jewelry’s Top Writers

It was an exciting month to be the INSTORE EIC.

Published

2 years ago

September 26, 2022

Trace Shelton Instore October 2022 Issue

INSTORE IS MOVING and grooving, folks, and I just have to tell you about it.

First, we received not one, not two, but three Tabbie Awards from Trade Associations Business Publications International (TABPI) last month, including a bronze for Best How-To Article (“Building the Perfect Website” by Eileen McClelland, March 2021) and honorable mentions for Best Single Issue (June 2021) and Best COVID-19 Coverage (“Lessons Learned from The Great Pandemic” by Eileen McClelland, Oct. 2021). INSTORE was one of only a few publications to receive three or more awards, so I’m very proud of our entire team, especially Eileen.

Second, I am pumped to announce our keynote speaker for The INSTORE Show: Marcus Collins, branding expert and head of strategy for Wieden+Kennedy

New York. Cool detail: Marcus is formerly the head of digital strategy for Beyoncé! We liked it, so we put a ring on it. He’ll be teaching INSTORE Show attendees about “consumer meaning-making” and the intersection of culture and branding next August.

Finally, I was thrilled to have longtime jewelry writer Jennifer Heebner contribute our lead story for this issue. Jen has been a friend for many years, and after she organized The INSTORE Design Awards, I casually asked if she would consider writing a story for us. She graciously consented, and you can read the latest on colored gemstones (and tips on buying and selling them) right here.

See you next month when we unveil this year’s Big Survey!

Now Introducing The INSTORE Show, Coming to the Chicago Area in 2023!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

Hand out “bounce-back” gift certificates with all December purchases. (Manager’s To-Do, p. 30)
Share with clients why you chose certain gemstones to carry in your store. (The Big Story, p. 38)
Hand out flyers in-store to remind shoppers of events or holiday sale items. (Megan Crabtree, p. 62)
Set a monthly sales goal for each salesperson on your team. (Bill Boyajian, p. 66)
Promote products with the best margins during the holidays. (Andrea Hill, p. 68)

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”