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Editor's Note

When You Make Those Unforgettable Holiday Sales, You Make a Memory Forever

And as your biggest fans, the team at INSTORE is cheering you on from the sidelines.



JEWELRY RETAILERS HELP their customers make special memories daily. But what can get lost in the shuffle is that sometimes, those moments are special memories for the store owners, managers and salespeople as well.

Especially during the holiday season, when jewelry retailers will do up to 40 percent of their annual sales in just a few short weeks. It’s a grind, and it’s exhausting, but it can also be extraordinarily rewarding. And that’s what so many of you love about your jobs (see our “Buzz Session with the Brain Squad” on page 56).

For this month’s lead story, “Holiday Whoppers,” we asked you to tell us about your most memorable holiday sales, and boy, did you deliver! Some were stories of monumental and unexpected purchases. Others were amusing tales of last-minute desperation. And some were heartwarming moments where the jeweler went above and beyond for a thankful client.


We hope you’ll enjoy reading these stories as much as we did, and that they’ll inspire you to keep that smile blazing and maintain your “A game,” because you never know which customer interaction will provide that next unforgettable moment.

As always, we’ve packed some last-minute holiday advice into this issue, like Megan Crabtree’s column on how to turn post-holiday returns into exchanges and Sherry Smith’s column on sales KPIs. And don’t miss David Geller’s column at outlining 11 fun sales games.

May your holiday be merry and bright, and may you experience many more “holiday whoppers” this season!

When You Make Those Unforgettable Holiday Sales, You Make a Memory Forever

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

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



Put Your Trust in Wilkerson

To do business successfully with anyone, you need a certain “comfort level.” That’s something that Phillips Pitts, owner of two Parris Jewelers stores in Hattiesburg, Miss., said he felt immediately when he first talked to Wilkerson’s Rick Hayes. He was just about to launch an anniversary sale. And he chose Wilkerson to handle all the details — from the marketing to the sales floor. “Rick cared what was going to happen to Parris Jewelers,” says Pitts. “Not just during the sale but after the sale.” Would he recommend Wilkerson to other jewelers contemplating a large-scale sale? Absolutely, says Pitts, who says the results “exceeded their expectations.” His trust in Wilkerson has only grown after the numbers came in. “They were interested in me fulfilling and what I need to fulfill to make my company better.”

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