Connect with us


Podcast: Using Social Media to Win Customers and Lower Your Intimidation Factor

Meet a Lockport, NY, jeweler whose fun, casual approach makes his store approachable.




Subscribe on Apple Podcasts | Spotify | Google Podcasts | Spreaker | Castbox | Deezer | Podchaser

Or listen on your favorite podcasting platform with our RSS link.


CAN SOCIAL MEDIA make your store more approachable? That’s the focus of the fourth episode of JimmyCast from jewelry store trainer Jimmy DeGroot of

Guest George Fritz of Mills Jewelers in Lockport, NY drops in to talk with Jimmy and co-host Doug Meadows about his fun experiments on social media, events, as well as his store’s widely-admired community activism.

For some ideas of Fritz’s improvisational approach to social media, watch him zipline across the Erie Canal on the “Niagra Zipper”:

When it comes to events, George has a casual, throw-stuff-at-the-wall-and-see-what-sticks approach. These events are supported by lots of social media activity.

For one example, George tells the story of “Figgy Pudding Night”, which the store held during the 2018 holiday season. Now in his 60s, George says that he had heard the “figgy pudding” lyrics of the famous Christmas song his entire life without actually having ever tasted figgy pudding. His mission for the 2018 holiday season was to remedy that culinary gap.

How did it go? The event was a success, George says. But when pressed about the figgy pudding, George had an admission to make. “It turns out that there’s a reason that most people haven’t had it … or are clamoring for it. It’s not that good.”

See how Mills Jewelers promoted Figgy Pudding Night on YouTube:

George shares an example of why lowering the intimidation factor of his store is so important. He tells of an engagement-ring customer who revealed to George that he had driven to the store three times and sat in the parking lot before finally mustering up the courage to walk through the front door.

Mills Jewelers has been active in many Lockport community projects, including restoration of a historic tower clock and renovation of a classic local theater. Geroge shares his store’s slogan/mission statement: “Locally-owned, community-minded, and customer-focused.”

Jimmy, David and George also have an interesting discussion of the importance of customer reviews, and George tells how Mills Jewelers tripled its five-star customer reviews in just a few months. (The business now has 182 reviews with an average rating of 4.9 stars.)

George also shares background on one of his store’s most important events, the annual Easter Egg event, which has become a Lockport tradition over the past 30 years. For the event, 1,000 plastic eggs are stuffed with prizes, with a grand prize of a $2,000 diamond, and about half the eggs providing colored gemstone prizes like amethyst, garnet or blue topaz (along with a coupon for discounted mounting). Hear the story of how one event ended up with people sleeping outside his store on a cold spring night after nobody had won the diamond with only 11 unopened eggs remaining. (See video below.)

Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at and sharing marketing advice through his blog site at Sign up for training videos here.



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