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Manager's To Do

Manager’s To Do For Jewelers: July 2016



Week 1 / JULY 4-9

Marketing It’s not just the nation’s birthday this week; July along with August make this the No. 1 period for birthdays for all Americans (almost one in five are born in these two months.) Hit your mailing list with a birthday reminder. Somebody knows somebody who is having a big day.

Planning Fine-tune strategy: Work out a schedule to assess your goals, find new ways to automate operations, grow your network, and improve inventory turn.

Marketing If you are in Vegas, try
something different on the last day:
Spend some time with the software
manufacturers to get up to speed on
what’s new on the technology front.

Marketing Check client files to see who needs to have an appraisal updated in terms of current value, and send out a postcard reminder.

Week 2 / JULY 11-16


Self-DevelopmentSeek out novelty this summer: Your brain loves new experiences and sensations, which help it continue to build neural connections for work and life.

Staff Spend time tightening job descriptions. Standardization ensures every employee performs the same procedure and provides the same excellent service for every client. That predictability and consistency helps secure a customer for life.

Sales Floor Pick three things you want every customer to experience in the store, and talk to staff about how to expose clients to these areas.

Week 3 / JULY 18-23

Family Get your kids in the store this month so they can see how things are done and why it’s so important to your customers that you do a good job.

Management Peter Drucker believed that in order to grow, a business must have a systematic policy to get rid of “the outgrown, the obsolete, the unproductive.” Start that process today: Make a list of a project, a policy, or a product that you should consider killing (solicit nominations from staff). Commit to killing one part of your existing business by Aug. 15.


Customer RelationsIn order to have your ducks in a row for a wrapping/packaging roll-out that doesn’t drown in a sea of cliché’d red and green, you need to start thinking snowmen even while you’re still soaking up the summer sun. Consider forms, materials and visuals that can evoke the tone and spirit of the season all winter long and won’t expire with Christmas.

Week 4 / July 25-30

Tech Clean up your POS mailing system, find addresses that are missing and check why some emails may be bouncing back. More than one-third of consumers changed at least one of their email addresses in 2015 — due to job changes or other economic factors

Internet Assign a different competitor’s website to every member of staff with a mission to find something great there, and then bring it back to share with the team. The onus should be on positive features.

Bench Go green out back. Install a sink trap, capture dust in floor mats or carpets and vacuum frequently with a dedicated vacuum. Use a bucket instead of letting the water run when washing items and switch to environmentally friendly alternatives such as cadmium-free solders, fluoride-free fluxes and maybe citric pickle solution. There’s money to be made or saved.

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




Wilkerson Testimonials

Not GOB (Going Out of Business) but TMM (Too Much Merchandise)? It’s Wilkerson To the Rescue!

With a remodeling project looming, the time was right for Steve and Linda Hammalian, owners of Little Treasure Jewelers in Gambrills, MD, to call in the Wilkerson pros. The couple needed to liquidate excess, aging inventory. Steve says he’d totally recommend them. “Wilkerson offered a comprehensive solution in terms of advertising, in terms of on-site presence and for their overall enthusiasm. They’re also really nice people.”

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Manager's To Do

Add These Dates to Your To-Do List to Ensure a Productive May

Mother’s Day, the Vegas shows, summer and more guarantee it will be a busy month.




May 5-11

SALES Everything should be in place for Mother’s Day (May 12). Remind salespeople that it’s a fantastic opportunity for add-on sales in the form of matching jewelry. What have you bundled for dad and daughter to buy together for Mom?

PLANNING If you’ve typically taken your annual vacation in July, why not shake things up a bit and opt for vacation in August this year? Who knows what your community’s jewelry needs are like in July if you’ve never really been present.

STRATEGY Vegas bound? (JCK begins May 31.) Hunker down with your POS system. Be clear on what you are trying to achieve at the show. What are your goals? To attract female self-purchasers, expand your bridal clientele with new bridal product, increase margin with in-house branded collections? (And keep an eye out for our June trends guide toward the end of the month at — it could be a huge help.)

May 12-18

MANAGEMENT Start meeting with staff at least monthly to share three “good things” to build on and three “development areas.”

MARKETING Your best customers are your current customers. Identify your 200 top customers. Draft a plan to market to them in the second half of 2019.

SECURITY Hotels in Vegas make it clear they are not responsible for loss or theft of items brought into their property. If you travel with goods, look into getting insurance.

May 19-25

OPERATIONS Hurricane season is ahead in many parts of the country. Run through a checklist to ensure that your bad weather protocol is up to speed.

BUYING This year, be organized and professional in front of your vendors in Vegas — prepare all your reports and forms. Re-confirm your appointments, and get cell phone numbers so you can contact them if you need to.

May 26-June 1

BUYING In Vegas, make a point to visit the Design Atelier at Couture and The Design Center at the JCK Show. The talented designers in these sections create jewelry unlike anything you may have seen, which will engage your most consistent clients while also opening up new markets.

SHOP Slow season project: Take photos of all waxes not already in your CAD library and add them.

MERCHANDISING With summer on the way, Larry Johnson says redo the props in your showcases to give a fresh look. Throw away those seashells in the pearl case and replace them with props that show your customer all the places in town where she can wear those beautiful pearls.

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May Day, Sea Monkey Day and More Important May Dates

One is a day to remind yourself that ultimately, you’re selling emotional benefits.




1 Elsewhere, the proletariat may be standing shoulder-to-shoulder on May Day, singing “L’Internationale” to show solidarity with their daily toil, but in the good ol’ U.S. of A, that’s not considered politically correct. In place of class struggle, tell your staff you want to hear what can be done to make your store a better place to work. Ask your employees to come up with three small things each that would make their working days more pleasant. Implemented right, small things can go a long way to making employees feel empowered, involved and happy to be at work.

4 AUDREY HEPBURN, who was born on this date 90 years ago, did more for little black dresses and diamond earrings than anyone else in history. Mark the occasion with an invitation-only morning event with your favorite customers.

14 The BIRTHDATE OF THE BUDDHA is a perfect time to focus on what works and let go of the rest. Invite input, keep an open mind, and act to de-clutter.

16 It helps to be smart in your marketing, but bold is so much better. Remember that today as the world celebrates SEA MONKEY DAY — a briny nod to the power of selling emotional benefits.

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Siblings Day, National Volunteer Week and More Important April Dates

Seize on this date to own the ideas of truthfulness and trust in your community.




10 Sure, sometimes they wouldn’t surrender the TV remote, and you had to wear red because they got the blue top, and they never seemed to do their fair share of the dishes … But they are also the only other people on the planet who understand what weirdos your parents are. On National Siblings Day, remind your customers of all this. Siblings are like the best friends we never asked for but are really glad we have. They deserve a nice surprise gift — in red.

7 On National Volunteer Week, pick up litter on roadsides or in your local creek, serve food to homeless, repaint the children’s shelter; do something to give back to your community.

14 On Be Kind to Lawyers Day, send a cheery note of thanks to yours for their hard work keeping your business safe from legal jeopardy.

30 Those honored on National Honesty Day are given “Abes” to mark their commitment to truthfulness. Sponsor an event at a local school. Own the ideas of truthfulness and trust in your community.

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