Editor's Note

‘We Shall Overcome’ Is the Current Jewelry Industry Mantra

INSTORE’s editor-in-chief recognizes resilience, persistence and optimism among jewelry retailers.

Published

4 years ago

May 11, 2020

Trace Shelton Instore May 2020 Issue

RESILIENCE. PERSISTENCE. OPTIMISM.

These are the qualities that stood out to me about our readers while looking over the results of our most recent Brain Squad survey, conducted during the first days of April. By that point, almost all of our respondents were closed for business, and no one really knew when you might reopen. And yet, the prevailing mantra seemed to be, “We shall overcome.”

It’s often said that the jewelry industry is unique because so many of our component businesses are small businesses — often passed down from generation to generation. Longevity can provide a measure of faith that your business will survive difficult times, but I also think the family aspect imparts positivity in the face of hardship.

When you’re part of a family, you deal with the worst times together. Just as you’ve quarantined yourselves in your homes with your loved ones, you’re also huddling together figuratively with your store team via video conferencing and emails. Even as an industry, it feels like we’ve closed ranks, drawing strength from each other’s stories.

At INSTORE, it’s always been our responsibility to compile those stories and use them to inspire you to innovation, authenticity, and ultimately, greatness. When there is confusion, it’s up to us to seek out information and advice. When there is pessimism, it’s our job to impart positivity and humor. And when there is hopelessness, it’s our duty to bring hope.

We’re confident you’ll find those things in the pages that follow, as well as online at instoremag.com. Like you, we know we’ll make it through this together — and the best is yet to come!

‘We Shall Overcome’ Is the Current Jewelry Industry Mantra

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

Brainstorm a checklist of questions to sell additional jewelry to brides, such as “Will the bridesmaids be wearing jewelry?” (Manager’s To-Do, p. 36)
Humanize your company by personally showing off your jewelry collection via YouTube or Facebook Live. (The Big Story, p. 44)
Reply to Instagram comments within one hour to boost your visibility, and always use at least three words. (The Big Story, p. 44)
Conduct a “Dare To Suck” meeting with your team, in which each person has to present an idea they think is probably terrible. (Tip Sheet, p. 54)
Install showcases with burglary-resistant, laminated glass and special frames that withstand hammer blows. (Ask INSTORE, p. 62)

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”