Connect with us

Eileen McClelland

Do This One Simple Thing to Show Hospitality In Your Jewelry Store

Finding those new customers is a simple matter of welcoming them — in their own way.

Published

on

OPEN YOUR DOORS wide. That’s what I learned from researching the Big Story this month, about how to “find customers hiding in plain sight.” But I guess I already knew the answer, and you do, too.

All along, I’ve heard from you that your business is all about relationships, about hospitality, about welcoming guests into your store as if it were your home. So, when we asked Brain Squad members how they reach out to new groups of customers, what struck me was the simplicity of it: Open your doors.

Opening up your doors via e-commerce, for example, brings your business to customers already comfortable shopping online. Translating your website and in-store signage into Spanish can open your door to whole segments of your community you may have overlooked. Getting the word out that you do not discriminate against any couple planning a wedding eliminates threshold resistance in the LGBT market.

Advertisement

Then think about what kind of hospitality you offer. Frustrated that they weren’t set up to host special events easily, Karen and Rob Hollis of K Hollis Jewelers in Batavia, IL, devoted part of their store to a wine bar. It turns out a huge cross-section of their community is interested in wine and also needs a private place to meet. Every week, the Hollises meet people who have never even been to their store before.

Finally, get out into the community and knock on other doors. Join networking groups and take the time to pursue your own interests.

Then, when people you’ve met need jewelry, they’ll think about you, the person they know and trust.

And just like magic, they’ll walk right through your doors.

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular