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.
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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)
