Connect with us

Editor's Note

Trying to Understand the Online World Is Like the Blind Men and the Elephant

Everyone has a different perspective. So who do you trust?



HAVE YOU HEARD the parable of the blind men who encountered an elephant for the first time? One touched its trunk and said that the elephant was like a thick snake. Another, touching its leg, described it as a tree trunk, while one touched its tusk and said the elephant was like a hard, smooth spear.

Today’s “elephant” is the digital world: Everyone has such different perspectives and opinions that it can be difficult to know what to trust. Worse, it’s like trying to understand an elephant that’s always evolving into something new.

But don’t give up. A healthy online presence is critical to your success.

Instead, start by reading our lead story on building the perfect website. Managing editor Eileen McClelland interviewed a host of retailers and marketing experts to help explain what kind of website you need and what platform can work best for your particular budget.

Then, be sure to sign up for our first INSTORE Live virtual event (March 30-31) at, where we’ll dive into the how-tos of social media, websites, lead conversion, SEO, employee training, online review management and more. We’ve curated the content so that you’ll receive only actionable advice, not sales pitches. At $79, it’s a steal.

By the end of the month, you’ll be confidently riding your digital “elephant” into the future with eyes wide open!


Trying to Understand the Online World Is Like the Blind Men and the Elephant

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

  1. Go through last year’s data from pre-Mother’s Day and compare popular price points with what you have in stock now. (Manager’s To-Do, p. 24)
  2. Use lifestyle or hand-model images to show online shoppers what pieces look like when worn. (The Big Story, p. 32)
  3. Put QR codes in your window displays so passersby can learn more about products on your website. (The Big Story, p. 32)
  4. Send videos or voice-memos to create “virtual intimacy” with online shoppers. (Kathleen Cutler, p. 53)
  5. Don’t check your phone for the first hour after you wake up, and don’t watch/read the news for the last hour before you go to sleep. (Scott Ginsberg, p. 52)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].



Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines






INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular