Calendar

Invite Customers to Flip the Big Guy on Boss Day, Appeal to Those Other Pet Lovers on Cat Day, and More Dates for October

It’s also Breast Cancer Awareness Month; time to bring out the pink.

Published

1 year ago

September 12, 2022

INSTORE Staff Instore September 2022 Issue

16 Today is NATIONAL BOSS DAY. Instead of sitting around all day waiting for the card you sent yourself to arrive, invite your customers to come in and play “Toss the Boss” — a favorite of British pub owners that is similar to Flip Night (you flip a coin against another player). You win, you get to show them your favorite new “wow” jewelry item (no strings attached, obviously). They win, they get a $50 gift card to use on their next purchase.

1 October is BREAST CANCER AWARENESS MONTH, so think pink. That could simply mean using pink wrapping paper, or something bolder like creating a line of brooches inspired by the pink ribbon theme, with proceeds going to the Susan G. Komen Foundation.

15 100 years ago, a candy company employee thought it would be neat to hand out candy to orphans; thus, SWEETEST DAY was born. Invite your customers to “Do something sweet for someone” — with your own little sweetener added.

29 According to a recent Big Survey, 26 percent of jewelers prefer cats. If that’s you, contact your local cat shelter to see if you can help promote NATIONAL CAT DAY.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”