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Manager's To Do

Manager’s To Do for Jewelers: April 2016



Week 1 / APR. 4-9

Inventory Show season is almost
upon us. Brainstorm with staff on
ways to clear space in your cases for
your new merchandise purchases.

Events Mother’s Day is early this
year, falling on May 8. Curate an
M’s Day selection and get it up on
your website now. Keep most of the
offerings within a price range of $50
to $250 (although depending on your
store you may want to go as high as
$1,000). Offer steep discounts on a
couple of items to keep people coming
back to look at your offerings.

Shows The SMART Jewelry starts in
Chicago in less than 10 days (education
sessions begin April 16; show
runs from April 17-19). There’s still
time to register. We guarantee you’ll
go home with more than just lovely
new goods.

Week 2 / APR. 11-16

Customer Service Begin training
your staff to give first-time customers
a “tour” of your store. This is a good
way to break the ice and make newcomers
feel welcome. Also establish a
new rule: salespeople must walk customers
who have made purchases to
the door and thank them for coming.


Marketing Not sure what to do for
summer? How about a bead event?
Despite initial expectations, there’s
no sign this trend is fading.

Legal Inspect sidewalks and driveways to identify areas where people
might trip. Call a contractor if repairs
are needed.

Inventory While you’re at the
SMART Show (or any other show this
year), gather pictures and pricing, to
review back at the store. Get information
on potential new vendors. Even
if you don’t have the open-to-buy
dollars this season, start a file for the
next show you will be attending.

Week 3 / APR. 18-23

Management If your typical response
to handling day to day affairs
is, “Let me take care of this,” then try
this experiment: For the next two
weeks free up two hours a day just
to manage. Delegate some admin
work, drop less important meetings
and spend the extra time giving more
guidance to your team. You may find
the extra productivity far outweighs
your “lost” hours.

In-Store In honor of Earth Day on
April 22, install some shrubbery
inside. Living things will literally
add fresh air to your showroom (one
plant for every 100 square feet of
space will be enough to filter the air).


Sales Floor The counter where you
do battery changes is likely to be one
of your store’s most heavily trafficked
areas. Put some promotional material
there (maybe a list of the bench
services you offer) or some lower
priced merchandise ($200-$500) to
encourage impulse buying.

Week 4 / APR. 25-30

Education Go through the notes
you took during all those educational
sessions at Chicago (or check and organize them
into a usable form so that you can
quickly start implementing some of
the “Smarter” ideas.

Marketing There are a string of mini
selling dates coming up including
prom season, communions and
graduation. Draw up a schedule for
case displays and give thought to
potential cross promotions.

Sales Create an education kit with
rhinestones to provide guidance on
how to buy a diamond.

This article originally appeared in the April 2016 edition of INSTORE.





Jewelry Store Owner Rewards Her Staff With the Ultimate Adventure

The owner of a new Colorado jewelry store gave her sales team a steep challenge. In this one-minute excerpt of the latest "Over the Counter", hear how the goal was set ... and learn what she did when they reached their goal. Catch the full podcast here.

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Manager's To Do

Your Manager’s To-Do List to Prepare for the Holidays in November

Get ahead — and stay ahead — of the holiday rush.




Oct 29-Nov 4

MARKETING “Follow a pre-established schedule on social media and modify based on last-minute trends,” says Allison Leitzel-Williams of Leitzel’s Jewelry (PICTURED). “Focus on sales training and discuss different types of shoppers and the type of service they prefer (women who like to take their time vs. men who want your advice and who should not be over-presented). Create festive playlists to energize the store as we approach Christmas. Follow up on old repairs, layaways and pending projects to encourage pickups before the holiday rush.”

CIVIC DUTY Nov. 6 is Election Day. Make arrangements to ensure you and your staff have time to vote.

Nov 5-11

STAFF Shake up your holiday spiffs this year. If you offered individual prizes last year, try a team-based approach this year. If you’ve traditionally offered money, consider non-cash incentives. Align the most exciting prizes for days you expect to see the biggest sales results.

STORE Want to liven up the atmosphere in your store? Cut a Christmas karaoke video with you and your staff singing timeless holiday classics in booming voices. Play it occasionally — and at a low volume, please — on your store’s video monitors.
CRM Prep Christmas cards to your best customers. The cards should only contain a “from our family to yours” type of message, with signatures written in hand (no promotional offers). All cards should be mailed right after Thanksgiving.

Nov 12-18

MARKETING Use your email bulletins to emphasize collections or new products that may be out of stock later in the season.

OPERATIONS Hold a decorating party one night after work or on a day your store is closed. Play music, order pizzas and have fun! If your merchandising is done on grays or whites, you can easily use red and green, two colors that are the simplest, most effective way to say “Christmas.” But, if they clash with your store, you will have to go to an alternative — perhaps blue and white winter colors.

Nov 19-25

CLEANING Set up a steam cleaner in your diamond ring area, so staff can quickly steam the stones when they take them out for a presentation. It’s also a cool show for your clients.

INVENTORY Fill holes in inventory with a focus on fast sellers. Begin weekly reviews of core stock and set a replenishment plan.

STAFF Do a refresher with temps on handling the phone, customer flow management and gift-wrapping.

Nov 26-Dec 2

OPERATIONS Stick up a sign that reads “Repairs Will Be Ready On __” and then update the new date daily. (Charge a premium for express service.)

INVENTORY Make a list of jewelry items that need a “companion” — diamond stud earrings with a tennis bracelet, cocktail ring with pendant. Prepare for add-on success.

GENERAL Attend any parties you’re invited to, but be sure to get sleep, too, over the next six weeks.

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Ideas for Thanksgiving, Small Business Saturday and More Important Dates for November

A few key dates to mark in the month ahead.




22 Thanksgiving means it’s time to show appreciation. But this year, aim to make it last all year. Start with the obvious things — your family’s good health and work that keeps you engaged. Then start looking outward until you get to those truly insignificant trifles — the smell of fall in the air, the fragment of a nostalgic song. The psychologist Martin Seligman suggests a routine of writing two short emails each morning to friends, family or colleagues, thanking them for what they do.

13 Celebrate the 200th anniversary of the birth of John Montague, the Earl of Sandwich, who invented the sandwich to save time on eating during a gambling binge. Take inspiration: create a potluck schedule to ensure you and your staff are eating well throughout the holiday season.

24 For Small Business Saturday, print a T-shirt emblazoned with the Small Business Saturday logo. Take a picture of yourself wearing it. Post on social media.

25 30 days to go until Christmas. Launch a holiday countdown on the home page of your website. Highlight a “gift of the day.”

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World Smile Day, A Halloween Promotion and More Important Dates for October





A century ago, a lifeguard at Coney Island kicked sand in the face of 97-pound weakling Angelo Siciliano and walked off with his girlfriend. In so doing, he inspired one of the greatest marketing campaigns of the 20th century. On the 125th ANNIVERSARY OF CHARLES ATLAS’ BIRTHDAY, stick with a clear marketing message (think seven decades of that same comic-strip ad) that promises a benefit instead of a feature, and the world will be your beach ball. 


On WORLD SMILE DAY, make a bold promise — guarantee your jewelry will bring a smile to the recipient’s face or their money back. You won’t lose.


During AMERICAN CRAFT WEEK, join in this celebration of handmade American products (especially jewelry) and the craftspeople who make them.


Siegel’s Jewelry in Paso Robles, CA, typically hands out more than 3,000 pieces of candy during its annual HALLOWEEN event, with some of the gift bags containing special prizes. You should, too.

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