Weekly Dates and To-Dos: April 13-19 (Week 15 of 52)

WEEK 15

14 weeks passed | 38 weeks remain

Find the answer to the “Mystery Date” clue in INSTORE’s March issue on April 16.

Apr 13 – Monday

Today’s Quote: “People don’t buy what you do; they buy why you do it.” — Simon Sinek

MOTIVATION: Put a jar in the back room. When something good happens — a compliment, a tough repair nailed, a solid sale — someone writes it down and drops it in. Once a month, read through the slips as a team. Small wins evaporate fast. This keeps them around long enough to matter.

MANAGEMENT: If your default response to problems is “Let me take care of this,” try an experiment: For two weeks, free up two hours a day just to manage. Delegate admin work, drop less important meetings, and spend the extra time giving guidance. You’ll likely find the productivity gains far outweigh the “lost” hours.

WEEKLY SPIFF: This week’s game is “Pass the $50” — but we’re doing it every day this week.

LIVE SELLING: Have you set up your seller account yet? This week, plan your first show: start small — 15-20 minutes, 5-10 pieces with good stories. Write bullet points, not a script. Test your lighting and camera angle beforehand. (Read more.)

FEATURED DATE: It’s National Scrabble Day. Post a word-game challenge on your social feeds — “How many words can you make from DIAMOND?” Best answer wins a small prize. Low effort, high engagement.

MORE DATES: Yom HaShoah (Holocaust Remembrance Day), International Plant Appreciation Day (consider a biophilic approach for your store!)

Apr 14 – Tuesday

Today’s Quote: “Your most unhappy customers are your greatest source of learning.” — Bill Gates

NETWORKING: Your customers’ lives are full right now — school concerts, playoff games, communions, proms. Follow your top clients on social media and congratulate them when they post. “Social media should be a two-way conversation if you want the goal to be a genuine relationship with your clients,” says Kathleen Cutler.

CUSTOMER SERVICE: Train your team to never assume — not about what a customer wants, not about what a coworker meant. “Ask questions and clear up confusion,” says Kelly Williams of K.W. Goldsmith in Minneapolis. “I never assume anything.” It prevents sales from going sideways and keeps staff drama low.

FEATURED DATE: National Ex-Spouse Day — same playbook as Divorce Day back in January. Some customers want to sell the old ring, others want to melt it down, and the smart ones want to reimagine it as something that marks a fresh start. Position yourself as the jeweler who turns painful reminders into powerful new chapters. A simple social post — “That ring doesn’t have to mean what it used to” — can open more conversations than you’d expect.

MORE DATES: National Gardening Day, National Dolphin Day, International Moment of Laughter Day, Perfume Day

Apr 15 – Wednesday

Today’s Quote: “In this world, nothing is certain except death and taxes.” — Benjamin Franklin

MARKETING: Tax refund season means customers have cash that still feels like “extra money.” Run a Tax Day Layaway sale tomorrow — 10 percent off the ticket price on any layaway. It’s a low-risk way to convert that refund into a commitment before the bills absorb it.

SALES: Build a diamond education kit using rhinestones so your team can walk customers through the buying basics hands-on. Most people shopping for a diamond are nervous and know less than they let on. A physical teaching tool makes the conversation less intimidating.

FINANCE: Call vendors about early payment discounts. Paying 10 days early for 2% off equals a 36% annual return. Review all vendor payment terms — missing early payment discounts is like refusing free money.

FEATURED DATE: Tax Day. The filing deadline hurts, but the flip side is billions in refunds hitting bank accounts right about now. Is your tax layaway plan in place? One idea worth borrowing: State Street Jewelers in Geneva, IL, once ran an April 1–15 promo where they covered the sales tax on any in-stock purchase. It reframed Tax Day from a day of dread into a reason to buy — and it cost the store less than a straight discount would have.

SECURITY: Finished your taxes? Don’t let sensitive documents pile up. Take advantage of free community shredding events often held in April — it’s an easy way to cut identity theft risks.

THING TO STOP DOING THIS WEEK: Stop waiting for permission to change something. If you’ve been thinking about dropping a vendor, testing a new display, or changing your hours — do it this week. Most decisions can be reversed. The cost of delay is almost always higher than the cost of a mistake.

MORE DATES: World Art Day, Jackie Robinson Day, National Banana Day

Apr 16 – Thursday

Today’s Quote: “The way to get started is to quit talking and begin doing.” — Walt Disney

MANAGEMENT: If you don’t already, set a schedule to meet with your full sales team every week and each person one-on-one every month. Bring the KPIs. “Most people like to be measured,” says Tom Williams of Floyd & Green in Aiken, SC. “It’s how we determine success and need for improvements.”

SALES: Set up T.O. (turn-over) teams. When you see two salespeople who work well together — different styles, different strengths — schedule them together. Two complementary selling personalities can close deals that neither could alone.

SALES: Offer layaway for wedding bands at the counter. Lock in the ring they love, spread the payments, and remove the budget excuse. Easy win.

MORE DATES: National Librarian Day, Emancipation Day, National High Five Day, National Orchid Day, Selena Day

Apr 17 – Friday

Today’s Quote: “Be so good they can’t ignore you.” — Steve Martin

MARKETING: Cross-promote prom season with local dress shops. Think accessories that photograph well — pieces with sparkle, color, and visual impact at accessible prices. Layer in graduation while you’re at it: charms, school rings, and personalized gifts under $200.

INVENTORY: Check your diamond bands and bridal options. Bridal season is about to hit. If you’re light on stock, you’ll feel it in May and June.

MARKETING: Calculate acquisition cost per new customer. Divide marketing spend by new faces — over $100 means it’s time to fix your approach.

WEEKLY SPIFF: This week’s game is “Pass the $50” — but we’re doing it Friday, Saturday and Sunday.

MORE DATES: National Ford Mustang Day, National Haiku Day, Blah Blah Blah Day, Malbec World Day (invite your customers in for a bottle!)

Apr 18 – Saturday

Today’s Quote: “You can’t build a reputation on what you’re going to do.” — Henry Ford

MERCHANDISING: Wedding season runs April through October. That means brides coming in for cleanings, bands, and bridesmaid gifts. Dedicate a case to bridesmaid-appropriate pieces under $500. Make it easy for them to find what they need instead of scanning your general inventory.

CUSTOMER SERVICE: Start slipping a wedding-band coupon into every engagement-ring box. When the glow fades, that little card brings them back — and brings you the band sale.

FEATURED DATE: Husband Appreciation Day. Wives and partners already know the date exists — they just need a nudge and an idea. Email your female customer list with suggestions: a new watch, upgraded cufflinks, an engraved money clip, or a simple band upgrade.

FEATURED DATE: National Park Week begins today (entrance fees waived). If you have a national park nearby, mention it on social — it’s the kind of community-minded post that performs well without feeling salesy.

MORE DATES: World Heritage Day, National Columnists’ Day, Pet Owners Independence Day

Apr 19 – Sunday

Today’s Quote: “Simplicity is the ultimate sophistication.” — Leonardo da Vinci

SHOP: Spring cleaning the workshop. Steam clean your tools. Get rid of or store anything you haven’t used in the past year. A place for everything. It leads to more efficiency and fewer headaches.

SECURITY: Don’t leave this one another month. You’ve got dozens of passwords for various apps and services. Use a password manager like 1Password or Bitwarden — they’re faster, safer, and you’ll never get locked out of your vendor portal again.

STAFF: Pair experienced and new salespeople for one day weekly. Mentoring builds skills faster than hoping they figure it out.

OPERATIONS: Spot-check your shipments log to make sure staff are recording who, what, where, when, and how. Gaps in the log are how things go missing without anyone noticing.

MORE DATES: National Cat Lady Day, National Dog Parent Appreciation Day, National Poker Day