Mar. 28-Apr. 3
INTERNET There are a string of mini selling dates coming up, including Easter (April 4), prom season, communions and graduation. Add a calendar of events to your site. To ensure you get people in the door, “offer seasonal snacks like chocolate Easter eggs and tiny Mother’s Day pastries to match the month or birthstone, and diamond-shaped cookies for April,” recommends Stacey Horcher, sales manager of J. Reiss in Lincolnwood, IL.
MANAGEMENT April is a lull month for many jewelers, providing a chance to get caught up. Go back through your old to-do lists to look for anything that got pushed aside during the first quarter or maybe even get a jump on promoting a summer sale.
Apr. 4-10
DISPLAY Spring has sprung. “Steer your displays to a very light spring color palette leading into Mother’s Day,” suggests Linda McEathron, owner of Design House in Waco, TX.
INVENTORY Start your Mom’s Day (May 9 this year) preparations by going through last year’s data. Compare popular price points with what you have in stock now.
Apr. 11-17
SALES Create an education kit with rhinestones to provide guidance on how to buy a diamond.
MANAGEMENT If your typical response to handling day-to-day affairs is, “Let me take care of this,” then try this experiment: For the next two weeks, free up two hours a day just to manage. Delegate some admin work, drop less important meetings and spend the extra time giving more guidance to your team. You may find the extra productivity far outweighs your “lost” hours.
Apr. 18-24
GROUNDS Freestanding store? It’s time to get out in the yard, mow the lawn, trim bushes and plant your annuals. Be sure to inspect sidewalks and driveways to identify areas where people might trip. Call a contractor if repairs are needed.
MERCHANDISING Create some signs that declare “Top 5 Mother’s Day Gift Ideas” to place in your cases. Make sure your suggestions cover the important price ranges.
Apr. 25-May 1
MARKETING Plan a Prom Dress Party. Encourage girls to bring their dresses into the store to try on coordinating jewelry. Identify pieces to excite them at prices that will entice a sale (that means jewelry with a big look for less money). Thin, lightweight metals and colored gemstone jewelry will be your best bet.