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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
[email protected]

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)

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

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Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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