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

2 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!

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

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)

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”