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“Mood Board” Motivates Sales Team, Clients



When Paolo Salamone of Paolo: A Modern Jeweler (Cincinnati, OH) wrote his essay for INSTORE’s December 2012 lead story, he said, “Jewelry needs to become a force in fashion. We should enjoy our jewelry as much as our clothing.” This quest to make jewelry just as desirable as clothing to his customers drives Paolo every day, and one of the byproducts has been the creation of a “mood board” in the store.

“It started out as kind of a joke,” admits Paolo. “We would post funny things on the wall to keep the mood light.” But then, he says, the mood board morphed into something far more inspirational than humorous. “We have everything from our best: Designs, advertisements, hot jewelry/fashion trends, and jewelers that have offered us their mentoring.”

I was flattered and more than a little humbled when Paolo texted me a few weeks ago to tell me I had made the mood board (one of my recent Editor’s Notes from INDESIGN is on the current board, as well as some editorial picks and designer ads from the magazine) – especially considering my company on the board. “We often add cool automobiles, our favorite hotels and cities, etc.,” says Paolo. “Our design team loves it. We shared it with our 75-year-old master jeweler, and he loved the fact that our younger staff is so motivated by fashion.” Paolo says that his salespeople even share it with clients, who love the interaction. “Some have picked up on certain images and pulled them into their design conversation.”

The mood board is more than a collage of pictures, says Paolo – it’s a reflection of the state and, yes, the mood of the company. “All in all, it’s an awesome way to allow for some creative outlets, ensuring we stay on top of the industry by showcasing our talented staff’s inspiring reflections.”


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