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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.

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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.



It Was Time to Make a Decision. It Was Time to Call Wilkerson.

Except for a few years when he worked as an accountant, Jim Schwartz has always been a jeweler. He grew up in the business and after “counting beans” for a few years, he and his wife, Robin, opened Robin James Jewelers in Cincinnati, Ohio. “We were coming to a stage in our life where we knew we have to make a decision,” says Jim Schwartz. He and Robin wanted to do it right, so they called Wilkerson. The best surprise (besides surpassing sales goals)? “The workers and associations really care about helping us move out own inventory out of the store first. It was very important to us.”

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