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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.

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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

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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)

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SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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