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Manager's To Do

Manager’s To Do For Jewelers: May 2016



Week 1 / MAY 2-7

Sales Everything (cases, email
schedule, events) should be in place
now for Mother’s Day (May 8). Unveil
a surprise spiff — say, an extra day
off or two in summer — for any staff
member who meets a testing goal.

Meeting June weddings are almost
here. Brainstorm a checklist of
questions to sell additional jewelry
to brides: Will the bridesmaids be
wearing jewelry? Will the groomsmen
need tie pins or cufflinks?

Staff Salespeople are pleasers, says
sales trainer Shane Decker, so instant
recognition is a higher motivator
than money. “If I did something that
pleased you, and you recognize it, I’m
far more likely to do it again,” he says.
Look to recognize successes in this
pre-Mother’s Day week.

Week 2 / MAY 9-14

Promotions Pre-Vegas clearance
sales begin in earnest. What can be
scrapped? What pieces would make
suitable charity gifts? Which vault
lingerers should earn your sales
people the biggest reward?


Marketing The school year is
drawing to a close and graduation is
rapidly approaching. Place “Congratulations,
Class of 2016” signs in your
windows. See if your high school or local college has advertising options
in their graduation bulletins or final
editions of school newspapers.

Week 3 / MAY 16-21

Display Redo your showcases to give
them a fresh summery look. Replace
tired florals and other décor pieces
with props that enhance merchandise
brought in for the hot season.

Management Based on the last few
years, and depending on where you
live in the country, there’s a good
chance you’ll see some wild weather.
Take advantage of National Hurricane
Preparedness Week (May
15-21) to make sure you’re as ready
as possible. The National Weather
Service has a list of things you can do

Marketing June’s birthstone pearl
has enjoyed a resurgence in recent
years. What can you do to advertise
your selection and expertise and your
store’s standing as the place to go for
pearls in your market?

Week 4 / MAY 23-28


Buying Schedule times to discuss
marketing opportunities with
vendors at Vegas. Go prepared with
proposals to promote the designer’s
collections in your store. That will
make you very popular. And, securing
commitments early ensures that
you’re not scrambling later in the
year to find vendor partners and
finalize co-op contracts.

Finances Maybe your fixed costs
aren’t as fixed you think. Analyze
every contract — from the firm that
supplies the water cooler to your
bank’s fees — and look for places to
cut costs. Lease coming up? Keep
an eye on traffic. It’s a good figure to
wield in talks with your landlord.

Week 5 / MAY 30-JUNE 4

Planning Use the slow Memorial Day
weekend to make final preparations
for the Vegas shows, summer events
and wedding season.

Sales Floor You need a landline in
the store, but is yours interfering
with associates interacting with
customers on the floor? See if you can
find a spot where the sounds of talking
can be reduced by a closed door or
any other noise-blocker.

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




Gene the Jeweler

When Gene the Jeweler Speaks, His Employees Listen

In this episode of Jimmy DeGroot’s Gene the Jeweler series, Gene has a simple request for his employees. The good news is that they follow his instructions. The bad news is that they follow a bit too literally.

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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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