Editor's Note

When The News Makes You Dizzy, Clear Your Head And Gain Perspective

Sometimes, you may miss the jewelry retail forest for the trees.

Published

4 years ago

January 25, 2021

Trace Shelton Instore February 2021 Issue

THE NEWS CYCLE these days spins faster than a whirling dervish in a whirlpool. By the time you read this, who knows what will be grabbing headlines.

With that said, it can be good sometimes to rise above and get a bird’s eye view. Managing editor Eileen McClelland helps us do that in our lead story, “What’s In and What’s Out,” covering some of the biggest changes we’ve seen in jewelry retail over the last decade. (We couldn’t fit all of them into the mag, so check out the expanded article at instoremag.com).

In truth, we’ve seen more changes in the past year than in the previous nine years combined. And from what I can see, many of you have weathered the storm quite well. Consider that we went through two momentous challenges in 2020: the pandemic, and the crushing economic blow that resulted. Both required quick action and solid strategy on your part as a small business owner. And yet, most of you reported gains in the 4th quarter. Congratulations! I hope you gave yourself and your team a pat on the back.

Whatever the future holds or how quickly the news cycle continues to spin, rest assured that we’ll be here to help in any way we can.

Lastly, I want to say goodbye to a dear friend and colleague, Fran Zimniuch, our East Coast sales manager who passed away from COVID-19 complications in December. His humor and his enormous love for both co-workers and clients will never be forgotten.

When The News Makes You Dizzy, Clear Your Head And Gain Perspective

Trace Shelton

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

Five Smart Tips You’ll Find in This Issue

Steer client conversations to positive, upbeat topics, even if they come in talking about current events. (Tip Sheet, p. 40)
Every day for a month, have each salesperson pick a different item in your inventory that he or she will show to at least one customer that day. (Manager’s To-Do, p. 22)
Stop thinking of seating as an afterthought. Think of it as an amenity that demonstrates your commitment to the client experience. (The Big Story, p. 32)
Put your and your manager’s personal cellphone numbers on the front door with instructions to call in case of “jewelry emergency.” (The Big Story, p. 36)
Follow your top clients on social media and congratulate/acknowledge important events when they post them. (Kathleen Cutler, p. 45)

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”