Editor's Note

Jewelry Retailers Emerge From 2020 Battle-Scarred But Ready For The Future

Our lead story in April tells a few of the many survival stories.

Published

4 years ago

April 7, 2021

Trace Shelton Instore April 2021 Issue

IN 2020, WE heard from many of you about how you and your teams were suffering. You told us about how your states had closed you down, about how difficult it was to sell via “social distancing” or remote means, about the angry customers who walked out when you told them you were required to enforce mask-wearing regulations. Many of you told us about rioting and looting, and how your stores had been invaded by opportunistic criminals.

But the story of American jewelry retailers has always been one of perseverance and adaptation. And boy, did you ever persevere and adapt over the last 12 months!

In our lead story, “We Will Survive,” we’ve written about a select few jewelry retailers and their stories of survival and triumph in 2020. I hope you’ll see yourself in their stories, because we could have written books upon books about all the jewelers who faced down adversity and came out the other side. Worse for wear, probably. But also transformed for the better.

You may be wondering how to best manage your inventory in 2021. Should you buy aggressively, or remain cautious? Be sure to tune into a special editorial webinar I’m hosting on April 14 with The EDGE Academy president and co-founder David Brown. We’ll address your questions and get you on the right path for this year. (And if you miss the live webinar, you can always watch the replay on instoremag.com.)

Five Smart Tips You’ll Find in This Issue

Send out cards, along with a special offer for diamond upgrades, to customers with anniversaries in June. (Manager’s To-Do, p. 28)
At the start of your next brainstorming meeting, go around and ask everyone to tell an embarrassing story about themselves to loosen everyone up. (Brainstorm, p. 52)
When a client asks for your cash price, tell them it’s the same as a check or credit card and ask, “Is that how you’re paying, with cash?” (Shane Decker, p. 55)
Use clients as models for your marketing campaigns. (Cool Stores, p. 62)
Place a value on anything you give away for free, so that clients appreciate it more. (Tip Sheet, p. 48)

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.