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Tip Sheet

Try-It-On Parties, Blinky Ring Genius and More Tips for November

Whip up your customers’ sense of anticipation with a “sneak preview” event.

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Stoke the Fires

Anticipating is half the joy of anything — Christmas presents, vacation planning, even trunk shows. Next time you’re doing such an event, heighten the excitement by inviting some of your best prospects in for a “Sneak Preview”, like the Gem Collection Tallahassee, FL, did with a recent Hearts On Fire show.

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story
Gene the Jeweler

Video: Gene the Jeweler Thought He’d Heard It All … Until This Tardy Employee Told His Story

Video: Take Advantage of These Tools to Improve Your Digital Marketing
Jim Ackerman

Video: Take Advantage of These Tools to Improve Your Digital Marketing

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ
Gene the Jeweler

Video: Gene the Jeweler Sells a Diamond — and Gets Back a CZ

SALES

Start Befriending

This is such a crucial time of year for not only repeat customers but also to cultivate relationships with new customers. The key is to be “true to yourself,” says Morgan Bartel, co-owner of Susann’s Custom Jewelers in Corpus Christi, TX. “Customers can spot a salesman a mile away. Stop selling and start befriending.” Oz Hefner of Oz’s Jewelers concurs. “So many people change who they are during the holiday season, just be who you are just like the rest of the year.”

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EVENTS

Try a Try-it-on Party

It’s something you may have noticed yourself: customers being reluctant to stray from the styles they’ve always worn. To encourage them to experiment with different looks, Alchemy 9.2.5 in Belmont, MA, holds “Try It On” parties. “The party allows patrons to let their hair down and hopefully with the encouragement of their friends, see themselves in a new light,” says owner Kirsten Ball. “Who doesn’t want to live a little dangerously?”

HUMAN RESOURCES

The War for Talent

With the aim to make sure it gets the best job applicants, tech research firm CB Insights offers an award of $5,000 to anyone who can recommend a successful candidate for a position. That seems to be a ridiculously generous amount … until you consider that hiring is an expensive process to get wrong (according to some estimates, it can cost as much as nine months of a “wrong” employee’s salary). You can see how it structures the offer here.

PROMOTIONS

Flash of Genius

Few girls forget where they got their ears pierced. And to make sure they remember this often first experience with a jewelry store, Orin Jewelers in Garden City, MI, gives them flashing “blinky rings.” Smart.

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STAFF

When Animals Take Over

Everyone loves a store mascot, especially one with an officially recognized role. The “Director of Grrrrrreetings” at Sarini Fine Jewellery in Vulcan, AB, is a German shepherd, who in addition to being on hand in-store to meet customers, makes regular appearances in the store’s Instagram feed. At The Jewelers in Lebanon, TN, the position of “Security Guard & Office Manager” was for years held by the store cat, Peridot. The loved pet passed away in 2016, but the sense of fun at The Jewelers lives on.

advertising

Blooper Marketing

If you cut a video for television, YouTube or Facebook, don’t let those off-cuts go to waste. Do a blooper reel, a la Sherrie’s Jewelry Box in Tigard, OR. Owners Sherrie Devaney and her husband may not quite be ready to host an hour of JTV programming, but they come across as a fun, genuine couple to take care of your jewelry shopping needs. See their out-takes at instr.us/ismag111803.

Over the years, INSTORE has won 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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VIDEO HIGHLIGHT

Wilkerson Testimonials

New York Jeweler Picks Wilkerson for Their GOB Sale

Jan Rose of Rose Jewelers, located in Long Island's famous Hamptons beach district, explains how she chose Wilkerson for her closing sale. Jan's suggestions: reach out to jewelers who have been in similar situations to find out what worked for them, and look for a company with experience in going-out-of-business sales. Once you've done that, the final step is to move ahead and trust the process.

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Tip Sheet

A Low-Tech Loyalty Program and More Tips for February

From bench training to personal expectations, this advice provides holistic assistance.

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Training
Take Your Bench Live

Live feeds from the bench have been used by jewelers to build showroom ambience and by sales associates to close sales for more than a decade. But there’s a second benefit that’s often overlooked — as a training tool, says Jude Dutille, owner of Dutilles Jewelry Design Studio in Lebanon, NH. Dutille has a camera at his work bench to “provide micro-visuals of what he is demonstrating,” be it stone-setting, fabrication, or hand-engraving to his staff of goldsmiths (all of whom are trained in-house “from scratch”).

Podcast: Holiday Sales These Jewelers Will Never Forget
Over the Counter

Podcast: Holiday Sales These Jewelers Will Never Forget

Podcast: Get Your Employees to Act Like They Own the Damn Place
JimmyCast

Podcast: Get Your Employees to Act Like They Own the Damn Place

Podcast: A Classic Holiday Poem is Reimagined in a Jewelry Store
Over the Counter

Podcast: A Classic Holiday Poem is Reimagined in a Jewelry Store

Service
Pass The Buck

A neat — and cheeky — way of dealing with overly demanding customers from a fellow independent retailer in the vision business: BJ Chambers of Carrera Optical in McQueeney, TX, told INVISION Magazine she keeps business cards of other optical shops on hand and gives them to problem patients and suggests they “go visit.”

Experience
Protect The Window View

Yes, the job market is tight and you might be short of staff, but hang those flyers on a local bulletin board or near your counter, not on your storefront window as some retailers are doing. “Your front window is your customers’ first impression of your store,” says merchandising expert Tom Crossman. “Don’t make it a messy one.”

Personal
Expect Less

The problem with high expectations is they often result in future disappointment. Meanwhile, low ones tend to make you glum in the present, given there’s not much to look forward to. The answer? Stop expecting, says Jason Fried, who has written several books on work. “I used to set up expectations in my head all day long. But constantly measuring reality against an imagined reality is taxing and tiring, [and] often wrings the joy out of experiencing something for what it is.” Expectations also keep you mentally living in the future and deflated when events don’t measure up — even if what does happen is actually pretty good. In 2019, don’t expect … so much.

Incentives
Low-Tech Loyalty Program

Two-thirds of consumers shop more frequently and spend more at retailers with loyalty programs. But if all the recordkeeping seems like too much of a headache, you could do what Maxwell & Molly’s Closet, a pet-grooming business not far from our office in New Jersey, does: Spend $200 and earn 5 percent off all purchases for life. People appreciate simplicity.

Marketing
Find Your CPP

When plotting a mass medium campaign, be sure to speak with the TV or radio channel’s consultants on how to best utilize your budget and determine what the “cost per person” you reach is, advises J. Dennis Petimezas, owner of Watchmakers Diamonds & Jewelry in Johnstown, PA. “What may be the most expensive on a cursory review may be the smartest choice if you do your homework,” he says, adding that any consultation should be at the station’s expense. “They can afford it, so don’t take no for an answer.”

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Tip Sheet

The Negativity Board, Clients in Advertising and More Tips for January

Why don’t you hold your opinions first and ask theirs?

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management

Hold Your Peace

According to Simon Sinek, author of the business best-seller Start With Why, the typical business meeting follows this pattern: the manager outlines the problem, says what he thinks, and then asks staff for their opinions. But by then it’s too late, says Sinek. The direction of the discussion has already been set. The ability to hold your opinions has two benefits, he says: “One, it gives everyone else the feeling that they have been heard. And two, you get the benefit of getting to hear what everybody has to think before you render your opinion.” Yes, you can ask questions, but otherwise just sit back and take it in.

marketing

A Path Less Traveled

It’s not just shopping review sites that will drive traffic in your direction; travel websites can help too, especially if you’re in a holiday or gemologically significant destination. “I am so excited,” Stephenie Bjorkman recently posted on her Facebook page after TripAdvisor added her store, Sami Fine Jewelry in Forest Hills, AZ. “This is huge for our Arizona amethyst and American Gem Collection,” she noted.
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personal

Getting Better Every Day

If you’re still scratching around for a guiding principle for 2019, consider this one from Gretchin Ruhin, author of the best-seller The Happiness Project: “What you do every day matters more than what you do once in a while.” That applies not only to the life’s work you build on a daily basis, but also the things you spend your money on. Do you really need that huge SUV if you only ever drive to work and home?

management

Wipe It Clean

New year, new slate. That’s also the thinking behind the negativity board at Di’Amore Fine Jewelers in Waco, TX. “This board is designed to prevent any negative mindset throughout the day,” explains store president Monali Pandya. When one of life’s curveballs causes a nosebleed, “we encourage staff members to feverishly write any negativity on the board.” Much like an Etch-a-Sketch, once the negative thought has been written, it is “shaken off” with the victorious push of a button.

marketing

Locators, Locators, Locators

Reaching new customers is a constant struggle, and marketing is expensive. In response to this, EyeStyles Optical and Boutique, an independent eyewear retailer in Oakdale, MN, targets vendors that drive traffic through store locators. “The more store locators you can be found on, the better your ability to reach your customer,” owner Nikki Griffin told INVISION Magazine.

advertising

Go Real

Figuring young, 20-something models didn’t represent their brand and demographic, Onyx II Fine Jewelers in Watertown, CT, opted for real customers in its ad campaigns. “It’s a chance we took, approaching clients with this idea, not sure they would be interested in partaking,” says brand manager James Michael Murphy. But the outcome has been “wildly popular” he says. “They love it and everyone wants their chance to be in a campaign.”

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Tip Sheet

How to Make Icy Steps Safe, Bring In Competitors’ Clients and More Tips for December

The trick that worked in New Mexico.

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The flatter the world becomes in terms of product experience, the more important it becomes to add local flourishes to the retail experience. In keeping with New Mexico tradition, the sales team at Lilly Barrack Jewelry in Albuquerque regularly smudges the store with sage. “This is a Native American tradition that clears a space of negative energy, “ explains manager Phaedra Charles Rayner. “This practice may seem quirky to outsiders, but people from all over the country come to the Southwest to experience this lifestyle, especially Lilly’s millennial customers.”

PRODUCTIVITY

On Time, Ready to Work

Stephen Ware, owner of Ware Designs in Lafayette, CA, is a big believer in the notion that a productive day starts with a productive first minute. “Get the work on the desks and benches of employees before they come to work,” he advises, adding this is about being efficient, not squeezing labor costs. “If you have good employees, then make sure without a doubt that you show you care. They are not chattel.”

CUSTOMER SERVICE

Pet Friendly Steps

If more than a few customers are still bringing their dogs to your store even as winter approaches, a tip from the One Good Thing blog: De-ice with Dawn. Why? Salt and other chemicals can hurt pets’ paws. Slipping customers and the ensuing lawsuits can hurt your wallet! A solution of one teaspoon of Dawn, one tablespoon of rubbing alcohol and a half-gallon of hot water poured on the sidewalk and doorstep will ensure it doesn’t refreeze in a hurry.
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MARKETING

Stand Out from the Robots

Our tech discovery of the month: Bonjoro, a tool that allows businesses to easily record and send individual video greetings to new customers. Medium.com quotes the CEO of tech startup Highrise as saying she uses the app to send about 30 customized welcome videos a day (time spent: 90 minutes), adding “the payoff is completely worth it.” See instr.us/10181 for more.

GIFTS

Wedding Survival Kit

Wander into Brax Jewelers in Newport Beach, CA, with a proposal on your mind and you’ll be buried under an avalanche of goodwill. “We give each person a proposal kit with a book with 101 proposal ideas, a diamond loupe to help them with their diamond search, a pamphlet with our ‘Brax Rules of Engagement,’ and catalogs from our best-selling bridal pieces,” explains owner Amy Astaraee. “We also give away a bridal box to every recently engaged bride-to-be that includes gifts like chocolates, nail polish, pearl earrings, and many other bridal survival tools.”

CUSTOMER SERVICE

Attract Competitors’ Clients

As the auto industry has discovered, after-sales services can be a lucrative field. But why limit yourself to servicing the jewelry bought only from your own store? Designs Unlimited in Rapid City, SD, offers ring-sizing and general after-the-sale support to products sold at all other stores in the local community. “Valentine’s Day is around the corner, and how better to showcase our service?” says owner Michael Goin.

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