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Editor's Note

Why We Shouldn’t Take “Normal” For Granted

It will be good to reconnect during Jewelry Week, but many can’t be there.



AS I WRITE this, I’m sitting in a beautiful condominium in Puerto Vallarta, where my wife and I are staying for the month of July. (It’s something we’ve always promised ourselves we would do once our kids had all moved out.) It’s a gorgeous place and I highly recommend it, but one thing that’s struck me is that here, everyone is still wearing medical masks. COVID-19 is still a big problem in Mexico, and they’re taking it very seriously.

Likewise, our coworkers in Bangkok and India are mostly unvaccinated and staying cautious because the “good vaccines” that we take for granted in the U.S. are more limited there.

With that said, I’m grateful that we’re able to return to some sense of normalcy in the U.S. and that many of us will be going back to Las Vegas for Jewelry Week. I can’t wait to see many of you there, although I know that many still can’t or won’t travel.

Many of you know someone who won’t be in Vegas this year because they were taken from us by COVID-19. One of my dearest friends and coworkers, Fran Zimniuch, is among those. It’s hard to imagine doing the JCK Show without Fran; his inappropriate jokes and over-the-top self-criticism always made me smile, and he was always up for a drink “on editorial’s tab.”

If you see me there, please stop me for a fist bump and say hello. I feel truly blessed to work in this special industry with so many extraordinary people.

Why We Shouldn’t Take “Normal” For Granted


Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

  1. Review the past year’s special orders per vendor, and if you spot any emerging hot sellers in the data, order those styles so you have them on hand. (Manager’s To-Do, p. 36)
  2. Maintain a comfortable temperature in the showroom for clients and adjust your staff dress code as needed. (Ask INSTORE, p. 88)
  3. Use a “reserved just for you” message in your marketing to reinforce the specialized treatment your clients will receive. (Brainstorm, p. 82)
  4. Instead of initiating a handshake, opt for a head nod or wait for the client to initiate it themselves. (Sales Signals, p. 83)
  5. On the flight home from the trade show, pull out the materials and information you gathered and sort it by definite buys, potential buys and “save for later.” (Megan Crabtree, p. 86)

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



Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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