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JimmyCast

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.

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JIMMYCAST EPISODE 4: SOCIAL MEDIA DONE RIGHT (31:42 MINUTES)


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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 jewelrystoretraining.com.

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 jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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JimmyCast

Podcast: How Tracking Door Traffic Can Dramatically Boost Your Store’s Performance

Jimmy talks with Dave and Spencer Mink of TraxSales.

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JIMMYCAST EPISODE 13: DAVE AND SPENCER MINK ON COUNTING YOUR TRAFFIC (24:29 MINUTES)


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IN THIS MONTH’S EPISODE of JimmyCast, host Jimmy DeGroot talks customer data with Dave and Spencer Mink of TraxSales.

Launched in 1996 as one of the earliest customer tracking companies, TraxSales uses an infrared camera system to track a store’s door traffic (with the ability to discount visits from your staff and other non-customers — i.e. the mailman). The statistics generated can then be integrated with retailers’ CRM programs, offering the ability to create up to 30 different reports, including closing ratio and revenue per guest.

Hear more about how Dave’s big “epiphany” led to the creation of the company in 1996, as well as how the average jeweler can use customer-tracking data in order to make better management decisions and dramatically improve the performance of their sales teams.

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Podcast: Wisconsin Salesperson Uses Life Savings to Live Her Dream of Jewelry Store Ownership

“$20,000 seems like a lot of money … until you open a jewelry store,” she says.

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JIMMYCAST EPISODE 12: KIM GORDON ON LIVING THE DREAM (48:53 MINUTES)


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KIM GORDON is living the dream — it’s the dream of owning her own store, the aptly named Dream Jewelers in Oshkosh, WI.

Gordon has spent most of her career in jewelry sales, having spent more than a decade as an assistant manager at a Kay Jewelers and, after that, another decade as sales manager at Jim Kryshak Jewelers in Wausau, WI. But in 2014, she finally made the leap into jewelry-store ownership, using her life savings to purchase a Wisconsin business called Thimke Jewelers, which she later rebranded as Dream Jewelers.

Gordon shares the story of her journey, and tells you how she’s launched her business in a challenging competitive environment and on an ultra-tight budget. “I had $20,000 in the bank,” she says. “And $20,000 seems like a lot of money … until you open a jewelry store.”

Hear Kim’s full story on the latest edition of JimmyCast, with host Jimmy DeGroot and co-host Doug Meadows.

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Podcast: An Explosive Prank and More Tales of Dumb Things Done in Jewelry Stores

Jimmy and Doug share the 10 dumbest things they’ve seen happen in jewelry stores (including their own).

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JIMMYCAST EPISODE 11: THE DUMBEST THINGS WE’VE SEEN IN JEWELRY STORES (34:06 MINUTES)


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IF MAKING MISTAKES is the best way to learn, then the latest episode of JimmyCast promises to be a tremendous learning experience. In the episode, Jimmy DeGroot and co-host Doug Meadows each share five dumb things they’ve seen jewelers do in their jewelry stores.

“This includes us,” notes Jimmy.

“Actually, my list is mostly mine,” says Doug.

Tales shared include a pyrotechnic prank gone wrong (3:40), a store owner who brought in a new sales trainer to work with his team, only to completely sabotage the effort before it even began (11:30), plus an expensive lesson from a jewelry con artist (20:00).

Says Jimmy, “This is a good episode for learning what not to do in your jewelry store.”

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