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Podcast: JimmyCast Takes on the Paradigm Shift in Jewelry Store Marketing

What do you do when what used to work isn’t working anymore?

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JIMMYCAST EPISODE 1: PARADIGM SHIFT (25:55 MINUTES)


Welcome to the first episode of JimmyCast, a new podcast from the INSTORE Podcast Network.

If you’re a regular consumer of INSTORE Online, then you probably know of Jimmy DeGroot. He produces the Jewelry Store Possible series of educational videos as well as the Gene the Jeweler series of satirical clips.

With JimmyCast, “The idea is we’re going to talk real,” Jimmy explains.  The show also features Doug Meadows of David Douglas Diamonds in Marietta, GA.

“We’re going to get at the real issues and talk about those things that could be a bit uncomfortable to talk about in a general publication setting,” he says. Jimmy is a highly experienced jewelry store manager who spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com.

In the inaugural episode, Jimmy and Doug talk about how things have changed in the jewelry retail business, and how to adapt when the old ways stop getting results. Doug even gets specific about how he is reinventing his own business.

“We have to try something different,” Doug says, “because what used to work in the past isn’t working.”

Listen to this and other industry insights on JimmyCast! You can catch the video version below.


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Show Notes/Show Chronology

Here are show notes of the conversation between Jimmy DeGroot and Doug Meadows.

  • 1:14 Doug talks about his store’s origins, and his move to warmer climes.
  • 1:59 Is David Douglas Diamonds the typical jewelry retailer in the U.S.?
  • 2:12 On the two types of jewelers.
  • 2:50 On the paradigm shift in how jewelry businesses are run.
  • 3:56 On the days when jewelers were selling “those big mambo herring-bone necklaces.”
  • 4:55 A discussion of the days when, as a jeweler, you hardly had to advertise at all, and yet everything was good.
  • 6:20 On how this podcast came to be.
  • 6:45 Doug talks about how he is reinventing himself. “We have to try something different, because what used to work in the past isn’t working.”
  • 9:00 On grassroots marketing efforts that work in the absence of a large marketing budget.
  • 12:06 Doug talks about the time he “went stupid” and expanded a grassroots marketing program to his whole county –including over 100 schools. He’s since cut back to 27 schools.
  • 14:24 “There is no magic marketing pill. No matter what it is, it’s still consistent work. A lot of work.”
  • 15:22 On what’s working for David Douglas Diamonds. Hint: “If you Google ‘moissanite Atlanta,’ nine times out of 10 we’re going to be the first organic search that shows up.”
  • 17:00 Doug on why he embraced moissanite 20 years ago.
  • 17:35 On the importance of getting more customers through the door, buying at lower price points.
  • 20:30 A discussion of “that guy who is lying to his girlfriend about moissanite.”
  • 21:10 An inspirational story of a guy who embraced inbound marketing by answering questions on his blog.
  • 23:08 Doug explains, “I’m constantly asking myself, ‘What is it that a customer is asking and how can we answer it?'”

Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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JimmyCast

Podcast: Wisconsin Salesperson Uses Life Savings to Live Her Dream of Jewelry Store Ownership

“$20,000 seems like a lot of money … until you open a jewelry store,” she says.

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JIMMYCAST EPISODE 12: KIM GORDON ON LIVING THE DREAM (48:53 MINUTES)


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KIM GORDON is living the dream — it’s the dream of owning her own store, the aptly named Dream Jewelers in Oshkosh, WI.

Gordon has spent most of her career in jewelry sales, having spent more than a decade as an assistant manager at a Kay Jewelers and, after that, another decade as sales manager at Jim Kryshak Jewelers in Wausau, WI. But in 2014, she finally made the leap into jewelry-store ownership, using her life savings to purchase a Wisconsin business called Thimke Jewelers, which she later rebranded as Dream Jewelers.

Gordon shares the story of her journey, and tells you how she’s launched her business in a challenging competitive environment and on an ultra-tight budget. “I had $20,000 in the bank,” she says. “And $20,000 seems like a lot of money … until you open a jewelry store.”

Hear Kim’s full story on the latest edition of JimmyCast, with host Jimmy DeGroot and co-host Doug Meadows.

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JimmyCast

Podcast: An Explosive Prank and More Tales of Dumb Things Done in Jewelry Stores

Jimmy and Doug share the 10 dumbest things they’ve seen happen in jewelry stores (including their own).

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JIMMYCAST EPISODE 11: THE DUMBEST THINGS WE’VE SEEN IN JEWELRY STORES (34:06 MINUTES)


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IF MAKING MISTAKES is the best way to learn, then the latest episode of JimmyCast promises to be a tremendous learning experience. In the episode, Jimmy DeGroot and co-host Doug Meadows each share five dumb things they’ve seen jewelers do in their jewelry stores.

“This includes us,” notes Jimmy.

“Actually, my list is mostly mine,” says Doug.

Tales shared include a pyrotechnic prank gone wrong (3:40), a store owner who brought in a new sales trainer to work with his team, only to completely sabotage the effort before it even began (11:30), plus an expensive lesson from a jewelry con artist (20:00).

Says Jimmy, “This is a good episode for learning what not to do in your jewelry store.”

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Podcast: Hear Secrets of Cool From the Only Full-Time Employee of America’s Coolest Small Jewelry Store

At least a couple customers a week come in thinking it’s a place to eat.

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JIMMYCAST EPISODE 10: KATHERINE COTTERILL OF EAT GALLERY (32:35 MINUTES)


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IN THIS MONTH’S episode of JimmyCast, hosts Jimmy DeGroot and Doug Meadows chat with the manager of the winning store in the “Small Cool” division of INSTORE’s America’s Coolest Stores”, EAT Gallery of Maysville, KY.

Katherine Cotterill, manager at EAT Gallery, has had an eclectic past, including more than three years spent in New Zealand and Samoa (2:30). She talks about how she was hired to run the store in 2016 (5:30) by Simon and Laurie Watt, who had opened EAT Gallery in the early 2000s as a side project to their main business, colored gemstone dealers Mayer & Watt.

The discussion continues to cover EAT’s attention-getting (and occasionally confusing to visitors) neon “EAT” sign (9:15), which had previously identified a diner that was a town fixture for 50 years. “We are definitely not a restaurant,” says Cotterill. “But we do say that we’ll feed your soul.”

As for the big question of how many visitors per week come in, thinking it’s a restaurant? “At least a couple a week,” says Cotterill.

Hear more of the conversation — including tips on how to make a tiny business stand out with marketing and product selection (16:00) — in this month’s JimmyCast.

Want to receive all of our INSTORE Podcasts on your mobile device? Sign up on Apple Podcasts, Google Play and Stitcher or your favorite podcast player using our RSS feed link.

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