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David Squires

Just Hear Those Sleigh Bells Jingling.

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Just hear those sleigh bells jingling, ring-ting-tingling, too.

And if you don’t hear them, you should. They should be getting louder every day. The holidays are coming, hard and fast, and the key to having your best season ever is to be prepared. And to really get your cash register ring-ting-tingling, you’ve got to start preparing … this instant! This issue, we’ve done all we could to help you get ready, providing a range of tools including a comprehensive preparations checklist for the months leading up to Christmas, a bushel of innovative promotions your store can try, a warning about the biggest danger most jewelers will face this holiday season, as well as a round-up of the hottest products of the season. (Yes, you should have done all of your holiday shopping by now. But when it comes to product mix, we figure you’re like the Hollywood producer who was asked about a deal being set. ?Of course, it’s set,? he said. ?It’s just not set-set.? So if you’re holiday shopping is done, but not done-done, we hope you’ll enjoy our list of 12 holiday must-buys for your store.) 

This issue, we’re also introducing two new columns. The first, ?True Tales?, will focus on the strange things that happen every day in American jewelry stores. The other is ?To Do Or Not To Do??, in which we will ask the retail jeweler members of Instore’s Professional Retail Panel a key question about their business. This month, we ask ?Do you or do you not do direct telephone marketing to your customers?? Turn to page 44 for the (probably surprising) results. Send your feedback to us at Click here[email protected]’>Click here  

Wishing you the very best business …

David Squires  
Executive Editor and Associate Publisher  
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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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