Editor's Note

What Our Editor-in-Chief Is Learning from His Daughter about Jewelry Sales

Trace Shelton reflects on conversations with a new jewelry salesperson: his daughter, Mayson.

Published

3 years ago

April 28, 2022

Trace Shelton Instore May 2022 Issue

EVEN AFTER 25 years in the jewelry business, one can still learn new things.

Lately, I’ve been learning a lot from my daughter, Mayson, who joined the wonderful team at Eliza Page, a jewelry retailer here in Austin, last spring. Through her, I’ve been able to hear about what it’s like to learn how to sell jewelry.

One of the biggest challenges for any salesperson — not to mention owners and managers — is learning how to constructively deal with customer complaints. Whether the client’s expectation was reasonable or not, the goal for the retailer is always to transform that disappointed consumer into a raving fan. And that’s not easy.

Talking through these situations with Mayson inspired the idea for this issue’s lead article (those conversations also inspired our March issue lead story, “Crafting the Custom Sale”). As always, managing editor Eileen McClelland took a decent idea and turned it into an award-worthy story that I hope proves valuable to you, your sales team and any “Maysons” you may hire for years to come.

I also had the privilege last year to walk the Vegas jewelry shows with Mayson and introduce her to many of my longtime jewelry industry friends. I’ll be back there again in June, and I hope to see many of you there!

Trace Shelton

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

Five Smart Tips You’ll Find in This Issue

Print a list of June weddings and have your sales team reach out to offer a complimentary ring cleaning prior to the event. (Manager’s To-Do, p. 34)
Explain your return policy to each customer at checkout to head off misunderstandings. (The Big Story, p. 46)
Bring your store’s colors and personality into outdoor seating, planters, awnings, banners, artwork and door handles. (Lyn Falk, p. 90)
Add inpact-resistant glazing to glass surfaces and install break-resistant glass in windows and showcases. (Ask INSTORE, p. 93)
Develop a “communications playbook” of phrases, paragraphs and photo styles for your team to use. (Andrea Hill, p. 96)

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.