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For jewelers, the next few weeks present an opportunity to put your best foot forward and create long-lasting friendships, says marketing specialist Jimmy DeGroot.

In the video below, he outlines a few key steps to get reader for the rush.

For starters, make sure your store is in ship shape physically.

“Display your jewelry so that men in particular can see a few price points,” he says, adding later: “Know your hot items.  Know what’s popular nationally, What are the chains promoting? Turn on the TV and you’ll see stackable bezel-set rings, two stone rings, and diamonds by the yard.”

It’s also important to let your team know you support them, to make sure your website and social media are updated and to create a fun atmosphere.

“Let’s be that place that shows our customers that they came to the perfect place to celebrate this wonderful moment in their lives,” DeGroot says.

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Take These Steps to Let Holiday Shoppers Know They’ve Come to the Right Place

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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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