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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.



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
[email protected]

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)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].



Thinking of Liquidating? Wilkerson’s Got You Covered

Bil Holehan, the manager of Julianna’s Fine Jewelry in Corte Madera, Calif., decided to go on to the next chapter of his life when the store’s owner and namesake told him she was set to retire. Before they left, Holehan says they decided to liquidate some of the store’s aging inventory. They chose Wilkerson for the sale. Why? “Friends had done their sales with Wilkerson and they were very satisfied,” says Holehan. He’d enthusiastically recommend Wilkerson to anyone looking to stage a liquidation or going-out-of-business sale. “There were no surprises,” he says. “They were very professional in their assessment of our store, what we could expect from the sale and they were very detailed in their projections. They were pretty much on the money.”

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