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Manager's To Do

Valentine’s Day, Planning Ahead for Spring, and More Manager’s To-Do Items for February

Plus some tips for freshening up the store.





Jan. 31-Feb. 6

MARKETING Hopefully, the COVID-19 situation will begin to show improvement soon, and you can think about events in 2021. Sketch out a seasonal calendar for the year.

MARKETING Send press releases to local media outlets and influencers offering them a story with your “top 10 gift ideas” for Valentine’s Day. List three selections in the release as a teaser.

MARKETING Look for a wedding expo or two that you can take part in. Such events are often a great way to pick up names and dates of those getting married so you can call on them throughout the year.

Feb. 7-13

FINANCES Get an early start on your taxes. On average, small-business owners spend more than 40 hours — the equivalent of a full work week — filing their federal taxes every year. One in four spends at least three full weeks on the annual chore.

SALES Announce your big spiff for the salesperson who sells the most “jewelry for friends” for Valentine’s. (Have appropriate “friend gifts” ready to show.)

MARKETING E-mail reminder: “Three days left ‘til Valentine’s Day!” List your top five ideas for gifts.


Feb. 14-20

MARKETING With the disruption to the big trade events and sales in general last year, there’s a good chance your inventory balance has been distorted. Drill down into your data (GPM, brand performance, price points, markdowns) to find “white spaces” where you’re under-represented, to weed out underperformers and identify any new category trends. Set targets and support plans for your emerging inventory stars.

MERCHANDISING Schedule a meeting with staff to discuss merchandising based on what you discovered with your data mining. Brainstorm buying strategies that will enable you to achieve your 2021 goals (Do you want to attract more female self-purchasers? Expand bridal offerings? Should you be pushing custom?)

STORE Surf the websites of online florists to see if they’ve got any cheap stock left over from Valentine’s. You could get a jump on spring with fresh flowers in the store.

Feb. 21-27

MARKETING Create a display of jewelry options that fall into the $100 to $500 range and promote it to attract those tax rebate dollars that start pouring in from March through May.

STAFF Set a learning goal for your staff. It could be sales skills, social media practices, or something gemological. According to research, workers thrive when they experience both a sense of vitality and a sense of learning at work. They also are less susceptible to stress and burnout.

IN-STORE Take a good look around: Is it time for a “face-lift”? If your showroom is more than 3 years old, it is probably looking tired. If it is more than 5 years old, chances are, at least some of your decor elements are starting to look dated or shabby. No need to break the bank; just add a coat of paint, a new photo wall, or new carpet. “Look for areas that can make a big impact for a relatively small investment,” says design firm GRID3’s Ruth Mellergaard.


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



Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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