“WHAT’S THIS? A story about ‘radical reinvention’ of my business? In December?? Overhauling my operation is the last thing on my mind right now!”
Don’t worry — we’re well aware. In fact, we figured you’re likely too busy to read much of any longform prose during the holidays. So, we wrote this article with the idea that you can read it once the holiday selling season is over and you’re preparing for 2026. After Christmas is the perfect time to consider making a big change like the subjects of our lead story did in recent years.
But never fear: We’ve also got columns by Jonathan Geller, Megan Crabtree and Shane Decker to help you close more sales now by reminding your sales teams to stick to the fundamental principles of customer service, no matter how busy the season gets. You’ll want to pin those to the bulletin board for every staffer to read.
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Additionally, you’ll want to pay close attention to our daily e-bulletins, as we’re surveying our Brain Squad weekly through Christmas to gauge how jewelry sales are going across the country. The findings are always pretty indicative of how jewelry retailers as a whole are doing. (And if you’re a store owner or manager and you’re not a member of our Brain Squad, please sign up today at instoremag.com/brainsquad!)
The holidays are upon us, and the most critical thing you can do is to stay at the top of your game for the next few weeks. We at INSTORE want to wish you and your teams the best of success this season — and a happy and well-deserved holiday afterwards!
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Trace Shelton
Editor-in-Chief, INSTORE
[email protected]
Five Smart Tips You’ll Find in This Issue
- Consider how you can boost your online promotions when the weather gets too severe for shoppers to come in. Manager’s To-Do, p. 22
- Call up disappointed customers who didn’t get their wish-list items and offer them the piece (especially if it’s an item that didn’t sell well) at a discount. Manager’s To-Do, p. 22
- When it’s too late to complete a custom design before Christmas, box the sketch and a note from the owner promising the shared experience of a lifetime in January. Jonathan Geller, p. 46
- Call or send a handwritten note to clients who have lost someone this year asking if you can help them pick a gift for someone who matters to them. Megan Crabtree, p. 49
- After the sale, walk clients to the door along a different route than they took coming in so they can see other pieces that may catch their eye. Shane Decker, p. 50
Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson
When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren.
For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish.
"Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful."
The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing."
Smith's recommendation is emphatic: "I would never be able to do what they did by myself."
