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Editor's Note

Want to Sell to Women?

Start with a welcoming attitude and a full-length mirror.

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WOMEN WHO OWN and manage retail jewelry stores are nothing new. Neither are women who buy their own jewelry.

But as numbers grow in both of those categories, it’s inevitable that jewelry stores themselves are changing. In this issue, we’re exploring some of the ways that’s happening, from store design and storytelling to creating experiences that take shopping to the level of adventure.

I know you’ll enjoy meeting all of the women featured in this issue. Here are just a few profiled in various sections:

  • Andrea Riso, who specializes in storytelling and creating offbeat experiences in her airy El Dorado Hills, CA, location.
  • Nicole Parker King, founder of Jet Set Candy, who, after establishing a jewelry souvenir brand online, opened her flagship store in New York’s Grand Central Terminal last summer.
  • Robin Lies of Burnell’s Fine Jewelry, who feels like a fairy godmother when she makes customers’ dreams come true in Wichita, KS.

Finally, of the many things I’ve learned researching stories for this issue, here are three key points to remember:

  • Always assume women who are in your store are both qualified and prepared to make a significant purchase on the spot. Act accordingly.
  • If women are pre-shopping engagement rings, recognize that how they are treated today will very strongly influence where the purchase is made tomorrow, next month or next year.
  • Always have mirrors, including full-length mirrors available. Jewelry is part of an overall look.

Five Smart Tips You’ll Find in This Issue

1. Send a bouquet of flowers on the birthday and anniversary of every woman customer who has spent over $3,000 in the last two years. (Manager’s To-Do, p. 28)
2. Collaborate with a high-end clothing boutique in town to offer jewelry makeover events. (The Big Story, p. 36)
3. To attract female buyers, develop an extensive library of reviews and comments. (Andrea Hill, p. 55)
4. Give online clients a reason to shop with you again by helping them identify other possibilities. (Kathleen Cutler, p. 56)
5. Have your sales staff research what, when and how their best 15 customers buy, and use this information to deliver more personalized service. (Manager’s To-Do, p. 28)

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Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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