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The Year of the Ox, Battery Day and More Interesting Dates in February

And don’t miss a new way to promote Valentine’s Day.

Published

5 years ago

January 31, 2020

INSTORE Staff Instore January 2021 Issue

14 Rubies are red, sapphires are blue, VALENTINE’S DAY is here, so how will you do? A few years ago, a Jewelry.com survey found that more than half of female respondents wanted jewelry as a Valentine’s Day gift, but only 14 percent expected to get it. Failing the intervention of Cupid, two-thirds said they’d be willing to buy themselves a Valentine’s Day present. What does it all mean? Get out your wish lists! (And a promotion to encourage self-purchases.)

8 JAMES DEAN WOULD HAVE TURNED 90 TODAY if he hadn’t died young and left a legacy that defined coolness. Rebel Without a Cause? How about a Jewelry Without a Reason promotion?

12 THE YEAR OF THE OX is here. According to Chinese lore, it’s time to work hard and prove you’re reliable. Put some coupons in red envelopes in a fish bowl and invite jewelry-buying customers to test their fortune.

18 Ben Franklin coined the term “battery” in 1748 to describe a collection of charged glass plates. Mark BATTERY DAY by exploring ways to benefit from the lithium battery revolution. (Car dealerships, for example, charge $200 or more to replace them, a job most jewelers can easily do at a far more reasonable price.)

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”