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Love Your Clients From Afar, Sell On Video More Effectively, and More Tips For October

Plus, how accessible is your website to people with disabilities?




box of chocolates

marketingLove, Socially Distanced

In this era of social distancing, people are craving hugs or some other form of psychological comfort or warmth. “Try to give them a bit of that,” and you will be warmly rewarded yourself, says Shahraz Kassam, owner of Shamin Jewellers in Surrey, British Columbia. “We send chocolates with every online order, and you have no idea how many customers love it.”

SELLINGVideo Virtuoso

In the search for silver linings, the COVID-19 crisis has improved many jewelers’ online selling skills. Denise Oros of Linnea Jewelers, in La Grange, IL, says that one of the things her team has learned during video chats is “to position necks or other elements in front of us while keeping loose change handy so we can easily show proportions.” Yes, change is the only constant, “although at this juncture I am going kicking and screaming into the flow of technology selling,” Oros admits.

TECHNOLOGYEnsure Web Accessibility

Is your website serving the sizeable percentage of the population with low vision? How about those who are colorblind? Seventy percent of websites don’t. To ensure your website still offers accessibility, Peggy Gartin, marketing expert in the vision industry, suggests taking this simple test: Turn off color and look at your website. Does it still make sense? If not, it has color cues that 7 percent of Americans can’t see because they’re colorblind. Second, head over to and unplug your mouse. “Can you still navigate the site with your keyboard? If not, then someone using a screen reader would be stuck, too,” Gartin says. “Work with your developer to make things better for people with disabilities.”

MARKETINGCater to Early Birds

With all the emphasis in recent years on Black Friday and Cyber Monday, consumers have learned that deals don’t get any better as the season progresses and the selection dwindles. What to do? Be ready for them now, says Kate Peterson, Performance Concepts, “with a system of refreshing best sellers and calling attention to gift items through placement and signage.”


A bracing email policy to live by, from Tim Ferriss, is to limit all email responses to five sentences or less. The rationale, as explained in his weekly bulletin, is that it “forces me to be concise, to choose only the essentials of what I want to say, and limits the time I spend replying to email. Keep them short, but powerful.”

STAFFTheir Cup Runneth Over

The staff at Dianna Rae Jewelry in Lafayette, LA, says the “I’m sorry” donation cup that sits in their break room does wonders for morale. “This gives everybody a chance to acknowledge any little action they feel calls for an apology and just drop a few bucks into the ‘I’m Sorry’ donation cup,” says owner Dianna Rae High. “This covers situations like ‘Sorry, my little joke was kind of at your expense,’ or ‘Sorry, I left my leftover casserole in the fridge when I went on vacation.’ And it keeps things fun.” The idea is that when the cup gets enough money in it, it’s pizza time!

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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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.”

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