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Editor's Note

Want to Become a Jewelry Buying Expert? Attend INSTORE Live

It’s four virtual sessions of merchandising and inventory education.



MANAGING THE CONTENT for a publication like INSTORE is always fun and interesting — but at times, it can be pretty challenging. One of our trickiest jobs is delivering business advice that can apply to every reader, especially given the changing nature of jewelry retail.

But with the rise of streaming technology, we’re now able to comprehensively address major business topics and get that information to you immediately via video. One such initiative is our INSTORE Live series: virtual conferences that you can attend from the comfort of your own home or store. INSTORE Live allows us to explore a given subject in depth over the course of a day or two.

This month, we’re rolling out our second installment, “How to Buy Like a Boss,” in which a dozen experts and experienced jewelry retailers will share their tips and tricks for merchandising, inventory management, spotting the best new collections and working productively with vendors. If you consider your buying knowledge to be intermediate or advanced, this conference is for you. And since most of you can’t devote an entire workday to watching live video, your registration will allow you to watch the sessions at your leisure through next July.


Check out to view our roster of sessions and speakers. And be sure to let us know what other topics you’d like to see covered in future installments of INSTORE Live. I hope to see each of you online at the event!

Want to Become a Jewelry Buying Expert? Attend INSTORE Live

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

  • Host a “Boo-Hoo Breakfast” on the first day of school for local moms to commiserate/enjoy their freedom. (Manager’s To-Do, p. 24)
  • When it comes to fostering cultural change, don’t worry about outcomes; focus on behaviors. (The Big Story, p. 32)
  • Give each employee time during your Friday meeting to give a shout-out to a fellow team member who helped them during the week. (The Big Story, p. 32)
  • Put promotions in a good news framework on social media, such as, “Good news! We’re having a customer night out on Tuesday!” (Andrea Hill, p. 47)
  • Purchase an affordable ring light for your phone to take pictures of jewelry. (Tool Box, p. 48)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].



Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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