Connect with us



THIS YEAR IS DIFFERENT. There, the obvious has been stated. So now independent jewelers have an opportunity to capitalize on a major development over the past year: RELATIONSHIPS. People are buying more real Christmas trees than ever before to compensate for Covid blues. They haven’t taken their $10,000 vacations. They’ve been forced to work on relationships more now than ever. So we should be growing our relationships with them as well. Definitely keep doing your advertising, but add one very important element: five contacts per day.

This morning I received a text from a jeweler. “Hi Jimmy. This is Kenzie with Feldstein’s. Christmas is coming up. If you want to get something for Sharon, I’m here to help! Maybe a matching bracelet or necklace to the earrings you gave her last year.”

WOW! Now do you think that was a neat little text? A typical guy like me would view this as an opportunity to get something checked off my list and by a professional with a fashion sense that knows exactly what Sharon is wearing. I have to believe a very high percentage of these texts are going to end in sales for Feldstein’s.

All you need to do is get your team to commit to five contacts per day. These can be emails, texts, good old fashioned hand written notes or direct messages. Yes we will be busy with who is coming through the door today.  But if we eak out 5 contacts per day per person, we could really make an impact on December sales beginning immediately.

You can enjoy 10-minute sales training videos through These are weekly training videos to keep your team engaged and growing all throughout the year.

Watch the video:


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.



Put Your Trust in Wilkerson

To do business successfully with anyone, you need a certain “comfort level.” That’s something that Phillips Pitts, owner of two Parris Jewelers stores in Hattiesburg, Miss., said he felt immediately when he first talked to Wilkerson’s Rick Hayes. He was just about to launch an anniversary sale. And he chose Wilkerson to handle all the details — from the marketing to the sales floor. “Rick cared what was going to happen to Parris Jewelers,” says Pitts. “Not just during the sale but after the sale.” Would he recommend Wilkerson to other jewelers contemplating a large-scale sale? Absolutely, says Pitts, who says the results “exceeded their expectations.” His trust in Wilkerson has only grown after the numbers came in. “They were interested in me fulfilling and what I need to fulfill to make my company better.”

Promoted Headlines

Most Popular