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Manager's To Do

Research a Buying Group, Dump Those Silk Flowers, and More Manager’s To-Do Items for March

And tee up your crosses — first communion season is just ahead.




Research a Buying Group, Dump Those Silk Flowers, and More Manager’s To-Do Items for March

Feb. 27-Mar. 5

MARKETING Send a spring promotional e-mail highlighting your latest fashion lines.

BUYING Buying groups continue to evolve and offer more services to members. If you are not already a member, do some research and consider joining one this year.

MARKETING Send birthday cards to customers so they arrive one week before their birthdays — “Wanted to be the first to wish you a happy birthday.” This way, your card stands out and won’t get lost in all the birthday wishes that people get on their special day.

SECURITY The JSA recently released its 2020 Annual Crime Report summarizing crimes against jewelers. Studying the report with your employees should allow you to better assess risks and budget effectively for your security needs. You can download the full report here:


Mar. 6-12

MARKETING The next wave of holidays and milestone events (Easter, Mother’s Day, Father’s Day, graduation) lies just ahead. Get creative with your gift cards by creating your own store cash or invest in higher production qualities. Studies show the return is better when you stray from the standard discount card.

DISPLAY Do you have silk floral arrangements that you bring out around this time each year? Get rid of them and get some fresh flowers in. It’s spring, and you’re a modern jeweler.

Mar. 13-19

SALES Does your after-hours phone message simply state, “Sorry, we’re closed”? That’s what sales trainer Jeffrey Gitomer calls “D’oh” service. If so, re-record it to direct customers to your website or even another number they can contact you on.

SELLING It’s been a strong last 15 months for many jewelers. If you’ve got inventory that’s survived this period unsold, it’s time to mark it down.

Mar. 20-26

MARKETING Make contact with other small businesses in your area to see if they are interested in some reciprocal social media action via Pinterest.

OPERATIONS Do you have guidelines for handling complaints? If not, get busy. As much as possible, empower employees to make decisions.

Mar. 27-Apr. 2

MARKETING First Communion season starts in mid-April. Highlight on your website that you have small crucifixes, religious medals and patron saints along with chains that make suitable gifts for the occasion.


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When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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