(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: making work fun. Also check out yesterday’s excerpt on creating useful displays.)
One key to a successful holiday season for jewelers is making work fun.
Consultant Andrea Hill says it’s natural to feel stressed during a season that for many in the jewelry business is crucial. But when owners and staff are stressed, customers can feel it, too. “If your store is a calm oasis of happy campers tending to the needs of customers, you’ll have much greater success.”
One way to inject a little mirth into your operations this quarter is to offer staff incentives for the highest average retail sale or the most add-ons, says Darci Aslage, business mentor for the Edge Retail Academy.
“We created a bingo game, and if they complete the bingo squares, they win a prize,” she says.
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Or put gift cards or cash in a lot of different envelopes, and when you catch an employee doing something right, let them pick an envelope out of a Santa bag and win a prize — a $10 gift card to a local business or $50 in cash.
Britten Wolf, owner of BVW Jewelers in Reno, NV, says he takes in so many unusual repair items during the holidays — everything from candle holders and ornaments to shoes — that he offers the staff member who predicts the year’s oddest repair item a gift from Santa.
Also remember to be clear about what you’re trying to achieve as a team. Offer praise every time you see praiseworthy behaviors, be available to step in and help and be a calming, emotionally mature presence in the store. And if this isn’t you, then find a manager who is these things and step out of the way.
Ready to Relocate? Wilkerson Makes Your Move Seamless
When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time.
"We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them.
Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."
