WEEK 17
16 weeks passed | 35 weeks remain
Apr 27 – Monday
MARKETING: Promote Mother’s Day with storytelling. Feature staff or local moms sharing their favorite jewelry pieces. Authentic voices sell better than product shots — and they give your social content a human face.
MARKETING: Pull out your old marketing files and revisit promotions that worked before. Not everything has to be new — sometimes the best campaign is the one you already proved works.
INVENTORY: Finalize your Father’s Day watch and jewelry orders. And don’t overlook anniversary jewelry — June weddings from years past are your ticket to a category most competitors ignore.
WEEKLY SPIFF: This week, we’re playing the “Thank You Note Challenge”. Your goal is to provide such amazing service that you get five-star Google reviews (or personal thank-you notes) from customers without even asking for them.
FEATURED DATE: It’s National Tell a Story Day. Every piece of jewelry in your cases has a story — who designed it, what inspired it, what it’s made from. Today, pick one piece and tell its story on social media. Storytelling sells better than specs.
FEATURED DATE: National Karaoke Week started yestereday and continues through Saturday. There are two kinds of stores: ones where the staff would never sing karaoke together, and ones where the staff already has. If you’re in the first group, this is your push. Book a room, order some food, and let your team embarrass themselves in a safe environment. The bonding is real — communication experts say singing together builds the kind of trust that translates directly to how a team performs on the sales floor. One rule: the boss goes first.
MORE DATES: Teach Children to Save Day, World Design Day, National Prime Rib Day.
Apr 28 – Tuesday
MARKETING: Plan a “Prom Dress Party”. Invite girls to bring their dresses into the store to try on jewelry with the outfit. Stock pieces that look big for the money — thin, lightweight metals and colored gemstones are your best bet at price points that convert.
MARKETING: Send a spring promotional email. Feature fashion jewelry and seasonal pieces. Keep it visual — a few strong product photos will outperform a wall of text every time.
INVENTORY: Buy white cotton gloves for everyone who handles product. They keep skin oil off jewelry and prevent sterling from tarnishing. If you’ve already done this — check that the gloves are still in decent shape and that people are actually wearing them.
FEATURED DATE: Kiss Your Mate Day. It’s cheesy, it’s sweet, and it’s tailor-made for social media. Run a “Kiss Cam” contest on Instagram — best couple photo wins a gift card. In-store, merchandise a “Steal a Kiss” display near the register with impulse-priced pieces under $150. And remind every customer walking out the door: Mother’s Day is now less than two weeks away. This is one of your last good chances to get that message in front of them before it’s too late.
MORE DATES: National Superhero Day, National Blueberry Pie Day, Biological Clock Day, Global Pay It Forward Day.
Advertisement
Apr 29 – Wednesday
MARKETING: Early May is Communion season. Get your religious-jewelry ads ready and scheduled before the end of April.
NETWORKING: Contact churches, synagogues, or women’s groups in your area and offer to speak for free about gemstones and jewelry at their meetings. You get a room full of your target audience, they get a fun lunch program. Easy trade.
CUSTOMER SERVICE: Train your team to give first-time customers a quick “tour” of the store — it breaks the ice and makes newcomers feel welcome. And establish the rule: salespeople walk every purchasing customer to the door and thank them for coming. Small gestures, big impressions.
TRAINING: Assign each new hire to shadow three departments for one day each. Cross-training builds empathy and reveals hidden talent.
MORE DATES: International Dance Day, World Wish Day, National Supply Chain Day (is yours reliable?).
Apr 30 – Thursday
CUSTOMER SERVICE: Make your six-month service calls. Customers who bought in October should be invited in for a complimentary check. It’s a touchpoint that costs you almost nothing and keeps you top of mind.
APPRAISALS: April is a slow month — use it. Check client files for appraisals that need updating and send reminders. A postcard works. An email with a “book now” link works better.
FINANCE: Negotiate credit card processing rates before the busy season. Threaten to switch processors — it saves thousands in fees annually.
MORE DATES: International Jazz Day, National Bubble Tea Day, National Adopt a Shelter Pet Day (promote this for your community), National Oatmeal Cookie Day, Hairstyle Appreciation Day, Military Brats Day.
Advertisement
May 1 – Friday
METALS: Sending gold to a refiner? Ask if they’ll take your used watch batteries — they usually contain silver. Consider it your easiest environmental good deed.
BUYING: Show season is coming. Before you go, develop a product launch plan — what you’ll buy, how you’ll train your staff on it, and when you’ll roll it out. Walking a show floor without a plan is how you come home with boxes of “seemed like a good idea.”
HIRING: Add “sell me something” to your interview process. Have candidates sell you any item to test their natural ability. And always check references before making offers. “Would you hire them again?” tells you everything you need to know.
WEEKLY SPIFF: If you start spiff games on Friday, announce the “Thank You Note Challenge”. Your goal is to provide such amazing service you get five-star Google reviews (or personal thank-you notes) from customers without even asking for them.
MORE DATES: May Day, International Workers’ Day, National Chocolate Parfait Day, New Homeowners Day.
May 2 – Saturday
RESEARCH: Attend a local bridal fair. Get current on June wedding trends and what grooms are buying. It’s also a chance to meet engaged couples before they choose a jeweler.
STAFFING: Evaluate your staffing needs for the coming busy season. First pick for temps: people who performed well during the holidays. Second: students about to start summer break.
MARKETING: Post a “buy the diamond, save on wedding bands” offer this week. Tie the savings to same-day band selection. Two rings today beats “maybe later.”
MORE DATES: Brothers and Sisters Day, National Life Insurance Day, Baby Day.
May 3 – Sunday
STAFF: Ask employees for their summer vacation requests. While you’re building the roster, block time off for yourself too. A long lead time makes it more likely you’ll actually take the trip.
INVENTORY: If any item sold within six months, reorder it the same week. If it took longer than six months, never reorder it again. Simple rule, powerful discipline.
MORE DATES: World Press Freedom Day, National Lumpy Rug Day, Garden Meditation Day, National Chocolate Custard Day, Paranormal Day, National SAN Architect Day, National Two Different Colored Shoes Day.
Advertisement
