Editor's Note

The Editor-In-Chief Looks Back on 20 Years with INSTORE

He says independent retailers are his favorites in the jewelry business.

Published

9 months ago

August 6, 2024

Trace Shelton Instore August 2024 Issue

BOY, AM I getting old!

This month marks my 20th year with INSTORE, so I hope you’ll allow me some indulgence as I look back on two decades of work for the best magazine in the jewelry business. I’ve made some incredible friendships, learned from lots of remarkable people, and witnessed a plethora of changes in jewelry retailing since I started full time in 2004.

It’s unusual anymore to work this many years for the same company. That’s a credit to our team, which is a group of hardworking folks obsessed with serving the retail jewelry community, but who also know how to have fun at the same time.

Kind of like you, our readers.

In 20 years, I’ve met people of various vocations from across the jewelry industry, and I can say without reservation that you, the independent retailers, are my favorite people to talk to and spend time with. Like us, you work hard and put in long hours, but you don’t take yourselves too seriously. My feeling is that you are the most “real” people in our business.

To those of you whom I’ve met in person, I enjoyed every second of those conversations. To those who complete our Brain Squad surveys on a regular basis, I cherish all of your encouragement and appreciate your willingness to give us your time every month. And to the rest of you, thank you for reading — it makes the job worth every second. Here’s to (hopefully) another 20 years!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

Identify the skills your staff need to work on and record the action on a video camera so your people can see and hear their body language and their voice. (Manager’s To-Do, p. 30)
Aim for a Kelvin temperature of around 5,000 to light your diamond area, which will put both the diamonds and the customer in a light that is close to their best. (Ask INSTORE, p. 70)
Ask all male wedding band shoppers, “How long do you plan on having this ring?” This will remind him that it’s a lifetime commitment. (Peter Hannes, p. 68)
Make sure to seat your bridal clients so that the man doesn’t get up and walk around while you’re selling the ring. (Shane Decker, p. 66)
Train your team to encourage couples to order wedding bands along with engagement rings. (Megan Crabtree, p. 62)

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.