Stories on this page were taken from archive editions of INSTORE.
Create a Social Media Blooper Reel
Karen Hollis is the star of her unscripted Instagram video show for her Batavia, IL, K. Hollis Jewelers, whether she’s showing a few of her favorite holiday gifts, literally “spinning” into the holidays with dance moves or lying on the store fl oor petting her dog. She is her brand. And her brand is all about authenticity, spontaneity and fun. “What’s funny is people are calling the store and saying, ‘Do you still have that necklace you were wearing on Instagram on Tuesday?’ We had to start making a list of what I wore when because I couldn’t remember,” Hollis says. She has so much fun on social media that she’s put together a bloopers compilation of outtakes that she posts on April Fool’s Day
Give Your Staff a Customer Challenge
If you can’t think of a jewelry equivalent of the Taco Liberty Bell or Burger King’s left-handed Whopper, try this routine for April Fool’s Day: Ask a friend to come into the store and play a difficult customer with an impossible-to-comprehend accent. “But I want a 0.8888-carat diamond. It’s for good luck. 0.8888 carats or nothing.” See how your staff responds. Will they turn the sale over, show him the door, or come running to you? You’ll all have a good laugh. But you’ll also get an idea how they work under pressure.
Hold a “Joke’s On Us” Sale
April 1 is the perfect day for a “Joke’s On Us Sale.” Set aside a cabinet for goods that haven’t sold well and invite your best customers to come in and offer their redesign suggestions.
Hold a “It’s No Joke” Sale
If APRIL FOOL’S DAY in your store means hand buzzers and whoopee cushions, you may be having a laugh but missing out on a top marketing and liquidation opportunity. Over the years, we’ve heard of several jewelers who have generated great business with an “April Fool’s Day Sale — It’s no joke! — 50 percent off all in-case merchandise.” (The best merchandise is of course kept safe and sound in the vault.)
Announce a New Customer-Service Policy
It’s APRIL FOOL’S DAY, bosses, so let’s be careful out there. Before sitting down, check your seat. Before shaking hands, check the other person’s palm. And before drinking coffee, check the sugar jar carefully. (Chances are it’s filled with salt.) Now that you’re safe from holiday pranks, let’s have some fun. During your morning team meeting, announce to your staff that due to an article on “size prejudice” you read in the NEW ENGLAND JOURNAL OF MEDICINE, you are instituting a new customer-service policy based on height — one in which each customer must be served by the staff member whose height is closest to theirs.
Closing With Confidence: How Bailey's Fine Jewelry Achieved Outstanding Results With Wilkerson
When Trey Bailey, President and CEO of Bailey's Fine Jewelry, decided to close the Crabtree location in Raleigh, North Carolina after 15 years, he knew the decision needed to be handled with intention and professionalism. The goal was clear: exit the location while maintaining financial strength and honoring the store's legacy.
Having worked with Wilkerson successfully in the past, Bailey understood the value of their comprehensive approach. "They understood both the emotional and financial sides of the store closing sale," Trey explains. "Their reputation for professionalism, results and care made it a very easy decision."
The results exceeded expectations. Wilkerson helped Bailey's sell through significant inventory while maintaining the dignity of the closing process. "They don't just run a sale, they help close a chapter in the best way possible," Bailey says, strongly recommending Wilkerson to any jeweler facing a similar transition.
