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The Magic of St. Barbara’s Day, Re-Gifting Day, and More Big Calendar Dates in December

You also have a chance to capitalize on National Tie Month with a creative promotion.





1 National Tie Month is held in December to recognize the fact that 20 percent of all ties sold are bought as Christmas gifts. So how about a tie-in? (Sorry.) Take a tip from the government’s old cash for clunkers program: Offer so many dollars toward a nice watch for any customer who sneaks in with an “unwearable” tie in the week after Christmas.

4 On St. Barbara’s Day, legend says that if a young woman places a twig from a cherry tree in a glass of water and it blooms by Christmas Eve, she is certain to marry in the next year. So, get out those glasses of water and cherry twigs. Marketed properly, Babs’ Day should have wannabe brides back in your store in droves come Christmas Eve. If the twig doesn’t bloom, 15 percent off any self-purchase.

15 More than 60 percent of people now think it’s OK to “re-gift.” So, how about a special luxury wrapping service (“Wrapped only the way a jewelry store can do it”) on Re-gifting Day for those with that special gift they want to offload?

21 In winter, the days get short, but for anyone in jewelry retail, these are your longest days of the year. On the First Day of Winter, turn the lights up a notch, put your coat rack up and have a cup of warm coffee or cocoa ready for your customers.



When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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