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.
Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
