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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.

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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.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Gene the Jeweler Gets Kicked Out of the Studio

In the latest episode (#42) of Gene the Jeweler, Gene is going about his business, recording a new episode. But that doesn’t last long. Four-time NFL Pro Bowl leading rusher Ahman Green walks in, and Gene finds that his time in the studio is over — whether he likes it or not. (See more Gene the Jeweler episodes at instoremag.com/gene.)

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Remembering Woodstock, The Little One’s First Day in Kindergarten, and More Useful August Dates

You’re always busy, but this month, get things done.

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19 Mark the 30th anniversary of the launch of Stephen Covey’s THE 7 HABITS OF HIGHLY EFFECTIVE PEOPLE by doing something in its spirit: keep a journal of everything you do, broken down into 30-minute increments. At the end of each workday, assign a value — 1, 2 or 3 (the lowest) — to your time, and at the end of the week, evaluate the results. They may well surprise you. Obviously you want to be spending at least half your time on No. 1s.

1 August is GET READY FOR KINDERGARTEN MONTH. On the first day of school, invite all new kindergarten moms to come in for mimosas and snacks. They can reward themselves for surviving this milestone.

4 The FIRST ELECTRIC LIGHTBULB sparked to life 140 years ago today. Mark the occasion with a brainstorming session with staff for fourth-quarter promotions.

15 Fifty years ago today, the promise of free music, a good time, and … umm … a pretty good shot at “getting lucky” drew 400,000 young people to WOODSTOCK, NY. To many folks, that’s much the same promise that jewelry makes (minus the music). Roll back the years with a store party.

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Halfway Point of The Year, America’s Birthday and More Important July Dates

And mark Seinfeld’s cultural anniversary with an event “about nothing really.”

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5 If your customers are “thirty-something singles with vague identities, no roots, and conscious indifference to morals,” then they’d probably respond to a Seinfeld night to mark THE 30TH ANNIVERSARY OF THE PREMIERE of the groundbreaking TV show. Just tell them it’s basically an event about nothing — a few beers, peruse the cases and wonder if George should have bought a Superfit ring.

2 At noon today, THE MIDPOINT OF THE YEAR, the first half of 2019 will give way to the important business end. Get out your notes from your January planning meetings and see what adjustments, if any, need to be made to your business plan.

4 On AMERICA’S BIRTHDAY, put together a collection of independent American jewelry designers using American gemstones.

24 It took 63 years for Father’s Day to go from whimsical thought to presidential declaration. Who is to say COUSIN’S DAY won’t make the big time as well? Start promoting.

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National Selfie Day, Audio Book Appreciation Day and More June Dates to Mark

Happy Birthday to You: The world’s most sung song turns 160.

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21 What was once considered a petty self-indulgence is now viewed as a powerful marketing tool. Ahead of NATIONAL SELFIE DAY, draw up a strategy to get your customers to take more photos of themselves showing off their new jewelry or of themselves in front of any background featuring your business name. The ultimate goal is to get them to post the images on their social media pages.

1 During AUDIOBOOK APPRECIATION MONTH, do a Google search for “bestselling business audiobooks” and catch up on some of the great management advice that’s been published in the last few years.

19 The WORLD’S UGLIEST DOG CONTEST is held today. Hold a similar competition. Ask your staff to vote for what they believe is the most aesthetically challenged piece of jewelry in the store. Offer a spiff to whomever can sell it by the end of the summer Dog Days (Aug. 20).

27 “HAPPY BIRTHDAY TO YOU” turns 160. Offer to send a singing telegram to anyone who buys a gift for a loved one who shares a birthday with the world’s most sung song.

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