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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.

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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!

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‘We Shall Overcome’ Is the Current Jewelry Industry Mantra

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

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)

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

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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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