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Tip Sheet

Tip Sheet: February 2015

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Presentation is Everything

If you sell goods online, it pays to invest a few extra dollars in your packaging and boxes, says Deric Metzger, of DeMer Jewelry in Oceanside, CA. “Without the benefit of face-to-face interaction, the presentation when the box arrives really is everything,” says Metzger, who operates a “manufacturing shoppe” and deals with customers mostly through the phone or online.

A Man Thing

Another reason to get your online sales capability up to speed: Because men would really rather not come into your lovely appointed jewelry store. That’s the conclusion of Pandora, which is expanding its 2-year-old online operation. Most men “are hopeless at buying gifts,” CEO Allan Leighton told Bloomberg. To take advantage of this, Pandora is focusing on delivery times, after-service and wrapping to make it easy for men seeking to buy gifts.

Selfie Perfection

In almost no time, the ring selfie has become a staple part of the engagement process. The next time a new bride-to-be takes ownership of a ring and mentions she plans to share the news with the world, pass on this tip from Brides magazine to improve the shot. “If you raise your hand up above your head for 30 seconds, the blood will drain and your hands will be less veiny … Have your camera ready when you bring your hand down for ‘the shot.’”

Round Up

If you’re dining out, adjust your tip so the final amount is rounded to the nearest dollar. That way, if someone at the restaurant (or gas station) is illegally charging you change, you’re more likely to notice it on your bank statement. Fraudsters usually deal in smaller purchases—a modest $19.29 tank refill or a $32.95 online transaction, not an ostentatious $12,000 sofa, warns John Ulzheimer, president of consumer education at SmartCredit.com

Teach a Friend

When you’re learning something new, try teaching it to a friend. Encourage them to ask questions about how to do it best. “If you’re able to teach something well, you can be sure that you’ve understood it well,” according to a list of mental hacks on Reddit.

Bringing Design Dreams to Life

One of the more positive promotions we saw last year came from Manning Jewelers in Foley, AL, where owner Glenn Manning invited local amateur designers to submit jewelry sketches for judging. Three were short-listed, recreated via computer-generated renderings and then displayed for public vote, with the winning piece being manufactured for sale. Manning said he wanted to give local artists an opportunity to have their work made. We think such a contest would work really well for Mother’s Day. Ask your customers to submit designs with the promise you’ll create the piece for the winner’s mom come May 10.

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A Jeweler Walks Into a Diner …

If the thought of a networking function makes you go ugh, how about joining an after-work club? The idea is that you meet with other small business owners once a week for appetizers and drinks and just sit around and talk about whatever comes to mind. You’ll make connections and friends, learn more about your community and new ways to build your business. The Buffalo News recently ran a neat story (instr.us/2151) on one such “Monday lunch crew” started by a jeweler in Buffalo, NY.

Social Edge

Want to stay one step ahead of your competitors on Facebook? Software like Trackmaven or SocialBakers will monitor your rivals’ posts and figure out the best times to get your content seen ahead theirs.

Free* Batteries

What’s an email address worth? At Robert’s Jewelers in Southold, NY, it’s the cost of a battery. The store gives free batteries to customers who fill out a card that lists their name, mailing address, phone number email and three items that they liked from its inventory. The promotion had the highest impact for the lowest cost last year, according to owner Robert Scott.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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