[cc_hide_from sku=”members” days_in=”0″]Go to the mall and grab a flyer off any jewelry counter you see and you will have done more for the profitability of your business than most jewelers do all year long. Think about it. The chain jewelry stores have poured oodles into figuring out just exactly what consumers will by buying…
Category Archives: Blog
A frightening number of jewelers leave thousands of dollars on the counter every Christmas season because their staffs are not fully trained. For the next three months our store meetings are going to be a sales bootcamp to make sure your staff knows how to do turnovers, clientelling, team selling, add-on sales, time management and…
Any smart jeweler understands that their top 100 customers are the bulk of their annual sales, especially at Christmas time. You definitely want them in your store in the next 4 months and here’s a proven way to get them in. Give a gift with no strings attached purely for appreciation. What company does that…
You couldn’t run your store without a good POS system and the right inventory in your cases. You SHOULDN’T run your store without regular weekly training. You really need to see this; a weekly store training video that lasts about 15 minutes with assisted notes and a quiz. We discuss everything from clientelling to closing…
Perhaps I’ve said a time or two before that I’m not crazy about special events, mainly because I see very few that really work. But I found one that is really quite amazing. My friend Nick Failla at Collected Concepts has developed one that can actually produce up to 10% of your annual sales in…
The Eagles and Sharon’s jewelry store Sharon has a nice jewelry store in the Midwest. She’s currently doing $700k in volume but she’s wanted to break that million-dollar mark since day one. She’s been stuck for years, going to trade shows, listening to the latest, greatest speakers on the new trendy ways to get more…
The owner of the store berated her staff, threatening and complaining that the other jewelers in town were kicking their butts. “There better be some changes around here and fast or people are gonna be losing their jobs!” Everyone got up from the meeting and went out on the sales floor all fired up to…
I don’t know Steve and Carol Sturhahn but I will someday. They pulled off a fantastic celebration of their 100th year anniversary by giving away 100 pieces of jewelry (100 Acts of Kindness) to random people in Quincy Illinois. Steve wanted to make a big splash and his goal was to thank the community for…
The biggest waste of money that I see with jewelers’ advertising is spreading their dollars over too many mediums and not dominating any of them. Actually the BIGGEST waste I see is jewelers who are guilted into charitable contributions (either money or product) that do not provide a good ROI, But that’s for another post….
There is a gatekeeper in our brains. He’s there to ward off and ignore any boring, repetitive, useless messages. As soon as he encounters ad-speak, cliché or useless phrases he sticks them with a pitchfork and throws them right off into the burning pile of rubbish of advertising messages that go blah blah blah. The…