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Editor's Note

Stuck in a Rut? Take the Advice of Nike, and ‘Just Do It’

Our editor-in-chief’s favorite strategy to move from knowing to doing is “ready-fire-aim.”



ARE YOU stuck?

As a writer, I know the feeling. The colloquial term is “writer’s block,” but the truth is that one can’t find the right word, the right metaphor, the right way to begin, or maybe even the right idea.

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For business owners, it can be similar to get “stuck” when you know you need to start a particular initiative, but you don’t know exactly how, so you put it off and go about business as usual. The problem is that your business suffers if the initiative is never initiated.

That’s why we asked our resident research buff, group managing editor Chris Burslem, to put together this issue’s lead story on how to bridge the gap between knowing and doing. Chris is a voracious reader, and he has pulled tips from the latest books on how business owners can best move from theory to execution.


My favorite is the concept of “ready-fire-aim.” When you’re not sure how to start, it’s best to just start somewhere, with the knowledge that you’ll revise your plan as you go. Digital strategy seems to be the area that is causing the most headaches for jewelry retailers at the moment.

Those who are willing to constantly fine-tune or even make radical changes are the ones who are finding the most success online.

When you know you need to make a change, take the advice of Nike: just do it!

Stuck in a Rut? Take the Advice of Nike, and ‘Just Do It’

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

1. Preplan your front window displays and themed in-store displays for each selling season. (Manager’s To-Do, p. 26)
2. For idea generation, use brainwriting, wherein participants rotate between eight-minute individual writing sessions and three-minute group sessions to read over each other’s ideas. (The Big Story, p. 34)
3. Break your staff into groups and rotate store responsibilities each week. (Ask INSTORE, p. 58)
4. When planning your marketing for the year, come up with promotions to boost sales in slow months. (Andrea Hill, p. 52)
5. Post pics to social media of any pet dogs that visit your store. (Do You or Don’t You, p. 61)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].



Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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