WEEK 18
17 weeks passed | 35 weeks remain
May 4 — Monday
Today’s Quote: “When you buy something cheap and bad, the best you’re going to feel about it is when you buy it. When you buy something expensive and good, the worst you’re going to feel about it is when you buy it.” —Sasha Aickin, quoting his grandmother
CELEBRITY BIRTHDAYS: Audrey Hepburn (1929, actress, “Breakfast at Tiffany’s” and “Roman Holiday”), Will Arnett (1970, actor and voice of Batman in “The Lego Movie”), Randy Travis (1959, country music legend, “Forever and Ever, Amen”), Lance Bass (1979, ‘NSync singer and entertainment personality), Kimora Lee Simmons (1975, fashion mogul and former Karl Lagerfeld muse)
BIRTHSTONE: May’s birthstone is theemerald — symbol of rebirth, love, and new beginnings. It’s the traditional gift for 20th and 55th anniversaries, and one of the most misrepresented gems in the trade. Good news: increased mining activity in Colombia, Brazil, and Zambia has made quality emerald more available. Do you have the story to tell? A card in the case or a brief staff training makes the difference between a sale and a shrug.
FEATURED DATE: Star Wars Day. “May the Fourth Be With You” is silly and beloved — and it’s free marketing energy. A social post, a galaxy-themed spiff for your sales team, or even a Darth Vader meme in your stories is enough. If you want to go further: run a “Force is strong with this one” spotlight on your most powerful pieces (think bold gemstones, statement rings). Either way, have fun with it.
MANAGEMENT: It’s the first Monday of May. Take a breath, then take stock: Where did Q1 land? Pull your numbers, note what surprised you, and set one clear goal for the next 60 days. You don’t need a 40-slide deck — just a one-page reality check.
WEEKLY SPIFF: Launch this week’s game: whoever gets the most customers to say “yes” to a cleaning or inspection during checkout wins a prize Friday. Track it on a whiteboard in the back. Visibility drives competition.
FEATURED DATE: Teacher Appreciation Week begins today (May 4–8). Teachers are chronically underappreciated and often self-purchase jewelry as a treat. Run a “Thank Your Teacher” post on social — snap a photo of a teacher-themed piece with a heartfelt caption. Better yet, partner with a local school to donate a gift card to the teacher of the year. The press goodwill alone is worth it.
MORE DATES: International Firefighters’ Day (honor a local hero — tag your station on social), National Orange Juice Day, Kent State Shootings Remembrance (1970)
May 5 — Tuesday
Today’s Quote: “Failure is the condiment that gives success its flavor.” — author Truman Capote
CELEBRITY BIRTHDAYS: Adele (1988, Grammy-dominating singer-songwriter, “Hello,” “Rolling in the Deep”), Henry Cavill (1983, actor, Superman in the DC films and Geralt in “The Witcher”), Danielle Fishel (1982, actress, Topanga on “Boy Meets World”), Karl Marx (1818, philosopher and economist, probably wouldn’t love capitalism, but here we are)
FEATURED DATE: Cinco de Mayo. A celebration of Mexican heritage and culture — and a genuinely fun retail hook. Team up with a local food truck or taqueria and host a casual in-store evening with margaritas and appetizers. Show off your silver collection: Mexico’s silver craftsmanship is legendary, and Cinco is the perfect excuse to spotlight it. At minimum, a festive social post goes a long way.
MARKETING: Mother’s Day is five days away. If you haven’t sent your email yet — send it today. Keep it short, personal, and focused on one or two pieces. Attach a gift guide. Include a “last-minute pickup” message for the procrastinators (they’re coming, they always come).
FEATURED DATE: National Teacher Day (Tuesday of Teacher Appreciation Week). Donate a jewelry piece or gift certificate to a locally recognized teacher or coach. Alert the local paper and invite the recipient in for a small presentation. It’s goodwill with legs — the story travels.
SALES MEETING: This week’s topic: Mother’s Day. Run through every price point in your cases — what’s the story for a $75 gift? A $250 gift? A $1,000 gift? Make sure every salesperson can walk a nervous husband or teenager through a decision without hesitation. Practice saying the price out loud, confidently. It matters.
MORE DATES: Lag BaOmer (Jewish observance), National Astronaut Day, National Hoagie Day
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May 6 — Wednesday
Today’s Quote: “The only man I know who behaves sensibly is my tailor; he takes my measurements anew each time he sees me. The rest go on with their old measurements and expect me to fit them.” — playwright George Bernard Shaw
CELEBRITY BIRTHDAYS: George Clooney (1961, actor, director, Ocean’s Eleven, ER, two-time Oscar winner —happy 65th!), Tony Blair (1953, former UK Prime Minister), Naomi Campbell (1970, supermodel and fashion icon), Orson Welles (1915, filmmaker and actor, “Citizen Kane”)
FEATURED DATE: National Nurses Day (beginning of National Nurses Week, May 6–12). Nurses are gift-receivers and self-purchasers — often choosing jewelry that can be worn on shift (think stud earrings, slim bracelets, small pendants). A “Nurses Week” discount or a social post honoring local nurses builds goodwill and traffic. Tag your local hospital.
STRATEGY: Choose your social media goal for this week: awareness, in-store traffic, or authority. Write it down. Before you post anything, ask: “Does this support that goal?” One focused week of posting beats seven days of random content every time.
OPERATIONS: Mother’s Day is four days out. Walk your store as if you’re a customer shopping for mom. Is the case edited and easy to navigate? Are price points visible? Are the wrapping supplies stocked? Catch it now, not Saturday afternoon.
LOOKING AHEAD: JCK Las Vegas is about seven weeks out. Have you scheduled vendor appointments? Start now — the good slots go early, and walking the floor without a plan is an expensive waste of time.
MORE DATES: National Nurses Week begins (May 6–12), National Beverage Day, World Password Day (first Thursday — tomorrow! Update your store passwords.), International No Diet Day
May 7 — Thursday
Today’s Quote: “Life is a shipwreck but we must not forget to sing in the lifeboats.” — philosopher Voltaire
CELEBRITY BIRTHDAYS: Pyotr Ilyich Tchaikovsky (1840, composer, Swan Lake, The Nutcracker —happy 186th!), Johannes Brahms (1833, composer, one of the Romantic era’s greats), Tim Roth (1961, British actor, Pulp Fiction, Reservoir Dogs), Eva Perón (1919, Argentine first lady, “Don’t Cry for Me Argentina”)
TECH: It’sWorld Password Day. When did you last update your store’s passwords — POS system, security cameras, email, website backend? Do it today. Use a password manager. One weak password is a single point of failure for everything.
MANAGEMENT: Schedule a few minutes today with each associate to see how close they are to their Mother’s Day targets. Break the number down by day: if they need $X for the week, what does that look like by shift? Daily numbers feel real. Weekly totals feel abstract.
FEATURED DATE: National Day of Prayer (first Thursday in May). Acknowledged quietly and respectfully — a moment of reflection mid-busy-week is never a bad thing. If your community has strong church ties, it’s a natural touchpoint for an anniversary or milestone jewelry post.
THING TO STOP DOING THIS WEEK: Stop describing jewelry by its specs first. Nobody falls in love with “1.2 carat, VS2, G color.” They fall in love with a story. Lead with emotion: how it looks, how it feels, what it means. The specs are the receipt, not the romance.
MORE DATES: National Barrier Awareness Day, National Cosmopolitan Day
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May 8 — Friday
Today’s Quote: “Be more concerned with your character than your reputation. Your character is what you really are; your reputation is merely what others think you are.” — coach John Wooden
CELEBRITY BIRTHDAYS: David Attenborough (1926, legendary nature broadcaster, “Planet Earth,”happy 100th!), Enrique Iglesias (1975, pop star, “Hero,” “Bailamos”), Melissa Gilbert (1964, actress, Laura Ingalls on “Little House on the Prairie”), Harry S. Truman (1884, 33rd U.S. President)
WEEKLY SPIFF PAYOUT: Count the results from this week’s customer inspection/cleaning challenge. Announce the winner. Hand out the prize publicly — recognition in front of the team matters as much as the reward itself.
FEATURED DATE: Military Spouse Appreciation Day (Friday before Mother’s Day). Military spouses are often overlooked, often shopping on tight timelines, and deeply appreciative of thoughtful service. A social post honoring their sacrifices — no purchase required — is the right kind of goodwill. If a military family comes in this weekend, treat them especially well.
FEATURED DATE: V-E Day (Victory in Europe Day, 1945). The 81st anniversary of the end of World War II in Europe. Worth noting in a social post if your clientele skews older or has military ties — vintage jewelry from the wartime era, lockets, ID bracelets, charm bracelets with military motifs are all fair game.
SALES: Last full Friday before Mother’s Day. Pull any staff not currently on the floor and run a five-minute “pressure test”: can everyone describe your top three Mother’s Day picks at three price points without hesitation? If not, run it again Monday. Better to drill it now.
MORE DATES: No Socks Day (light, fun social post opportunity), World Red Cross Day, National Student Nurses Day, National Coconut Cream Pie Day
May 9 — Saturday
Today’s Quote: “Enjoy the little things, for one day you may look back and realize they were the big things.” — author Robert Brault
CELEBRITY BIRTHDAYS: Billy Joel (1949, rock legend, “Piano Man,” “Uptown Girl”), Candice Bergen (1946, actress, Murphy Brown, Boston Legal), Rosario Dawson (1979, actress, “Sin City,” “Daredevil”), Albert Finney (1936, British actor, “Erin Brockovich,” “Skyfall”)
FEATURED DATE: National Lost Sock Memorial Day. Your version: a “Lost Earring Day” promotion. Invite customers to bring in an earring that lost its partner — offer to create a matching piece, redesign the surviving earring into a pendant, or trade it toward something new. It’s custom work, storytelling, and clienteling rolled into one oddly delightful idea.
MARKETING: Mother’s Day Eve. Last-minute social push tonight — Instagram story, Facebook post, whatever your channel. Keep it warm and simple: “We still have time. Come see us tomorrow.” Include your hours, your address, and one beautiful piece. The procrastinators are real and they buy.
OPERATIONS: Before you close tonight: restock gift boxes, tissue, ribbon, and bags. Steam your display cases. Make sure the Mother’s Day pieces are front and center. Tomorrow is a big day — set it up tonight.
MORE DATES: National Moscato Day (pour a glass — you’ve earned it), National Babysitters Day (second Saturday before Mother’s Day — charms, fun jewelry for the sitter who makes date night possible), World Migratory Bird Day
May 10 — Sunday
Today’s Quote: “I slept and dreamt that life was joy. I awoke and saw that life was service. I acted and behold, service was joy.” — poet Rabindranath Tagore
CELEBRITY BIRTHDAYS: Bono (1960, U2 frontman, activist, Rock and Roll Hall of Famer), Fred Astaire (1899, legendary dancer and actor), Kenan Thompson (1978, comedian, longest-running cast member in Saturday Night Live history), Missy Elliott (1971, rapper, producer, Rock and Roll Hall of Famer)
FEATURED DATE: Mother’s Day. You’ve prepared, you’ve promoted, you’ve run the drills. Today, just be present. Welcome every customer — the nervous husband, the teenage kid with $60 in their pocket, the grandmother treating herself. The goal isn’t just the sale; it’s the memory they carry out the door. That’s what makes them come back in June, December, and every year after.
MARKETING: Consider offering a small flower — a single rose, a potted succulent, a paper bloom — to every customer who comes in today. Store consultant Megan Crabtree: “It’s the sentimental thought that counts. Plus, it’s one less stop for the gifting dad.”
CUSTOMER SERVICE: Brief the whole team before the doors open. Remind them: today is emotional for shoppers. Someone will come in panicked, someone else will be grieving. Read the room. Don’t rush. The extra two minutes of patience on a Mother’s Day sale builds the kind of loyalty that can’t be bought with advertising.
LOOKING AHEAD: Wedding season is officially here. Next week, pull your bridal inventory: Are you covered at the key price points? Are the cases clean and edited? Is your staff up to speed on every engagement ring and wedding band in the store? Don’t wait until June to start.
MORE DATES: National Clean Your Room Day (a mother’s eternal wish), National Golf Day, World Lupus Day, Transcontinental Railroad completion anniversary (1869) — 157 years
QUOTE FOR THE WEEK: “I was waiting for something extraordinary to happen but as the years wasted on nothing ever did unless I caused it.” —Charles Bukowski. Mother’s Day is tomorrow. You caused this week to happen. That’s the whole game.
