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Pinterest Planning, Overcoming Cellphone Eye Fatigue and More Tips for June

And go see some trees!

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Pinterest Planning, Overcoming Cellphone Eye Fatigue and More Tips for June

See the Trees

Reading off the flat screens of phone, tablets and desktops for hours on end causes field of vision to narrow. But there’s a natural antidote that can be found in the three-dimensional perspective we naturally crave, Virginia Heffernan writes in WIRED: trees. “Trees are very unlike screens. They’re a prodigious interface.”

Start-Up Stories

Karen Hollis just doesn’t get tired of telling the story of how she made the jump from teaching to jewelry. It helps ensure her relationship with new customers gets off on a solid footing and keeps her in a positive frame of mind. “Building trust with new customers is one of my favorite parts of my job,” says the owner of K. Hollis Jewelers, Batavia, IL. “I share my story of how I got started with every new customer. After 12 years, I haven’t gotten tired of sharing. So blessed to get up and love going to meet new friends.”

It’s About Engagement

Jewelry Set in Stone in Chelsea, MI, does a neat job of engaging its social media followers with a regular custom design contest. Each month, owner Stephen Kolokithas selects a gemstone and designs four options. Followers are invited to vote and share the post. The piece is then created with updates posted on its progress. The store’s social media followers also get first dibs on the completed piece. “This has been a fun way to engage with our followers; many encourage friends to vote for their favorite styles,” says Kolokithas.

Political Following

Mid-term elections are coming into focus, but don’t forget the political action a little closer to home. Regardless of your political leanings, your rights as a jeweler need protecting. “Get involved in your state legislature,” says Brenda Reichel, Carats & Karats Fine Jewelry, Honolulu, HI. “There are always bills coming up that may affect our industry.

Going Beyond the Aesthetic

Donating jewelry to a charity is a time-honored tradition. It’s even better when the piece serves a purpose. Such is the case with Woolard’s Custom Jewelers of Burleson, TX, which partners with CASA to give every child adopted in Johnson County an adoption gift. Girls receive a charm bracelet, boys a necklace with dog tags on them. The gift is engraved with their name and adoption date.

Plan Ahead for Pinterest

Something most people forget about Pinterest is that it is essentially a search engine, so plan and pin two months ahead of time (for “beautiful holiday gifts,” for example). It takes time to build rank and credibility as users search for fashion and style information, participants at a Stuller Bench Jewelers Workshop were told.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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