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Big Survey

More Than Half of Jewelers Still Wearing Masks, Disinfecting Surfaces

Some pandemic behaviors continue to be the norm for jewelers, according to the INSTORE Big Survey 2021.




Using alcohol to disinfect areas
Wearing a mask
Declining to shake hands
Avoiding trade shows
Curbside pickup
Appointment only
Video sales
We never did any of these
We’re totally back to normal

*“Others” included insisting on masks, plexiglass barriers, shorter hours, and limiting foot traffic.

SOME 57 PERCENT of jewelers said they continue to disinfect surfaces in their stores with alcohol while just over 52 percent said they’re still wearing masks.

A number of respondents (32 percent) said they were still not shaking hands and nearly 32 percent said they were avoiding trade shows and other industry-related events.

“We used an appointment calendar initially to help spread out clients and maintain social distance by avoiding crowding,” said one jeweler who found there were advantages to the pandemic measure: “We’ve found it’s very effective to manage the day’s business even though we no longer need to observe a maximum occupancy.”

Comments by jewelers for the Big Survey revealed that some were all about following practices that customers were comfortable with, while others were returning to pre-pandemic business practices.

“We used some of these measures — masks, sanitizer and curbside [pickups] — for a while but we’re back to business as usual,” said one jeweler.

The 2021 Big Survey was carried out between August and September, attracting almost 700 anonymous responses from owners and managers of independent jewelry stores across the United States and Canada. The full results will be published in the upcoming November issue of INSTORE.



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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