MARKETINGRoll Out the Welcome
Upcoming moving season in May is a great opportunity to introduce yourself to potential new customers. Burkes Fine Jewelers in Kilmarnock, VA, has it down with their welcome. “We acquired the county new tenant list, and each month, we send a personalized ‘Welcome to the River’ package to every new Northern Neck resident,” explains Sydney Moss. The box includes a welcome letter hand-signed by each staff member, as well as Burkes Jewelers branded koozies, jewelry cleaner, pens and stationery.
BUYINGPrioritize Relations with Suppliers
With the economy outlook so uncertain, this is not the time to “tick off vendors,” notes Erich Jacobs, president of the Jewelers Board of Trade, because when “things start to go south, suppliers will help their better customers by making inventory available or providing better terms.” It’s something that is baked into the training at Thollot Diamonds & Fine Jewelry in Thornton, CO, which includes how to work with suppliers and ensure their requests are handled promptly and invoices are paid on time or even early. “Everyone talks about customer service and taking care of staff,” says co-owner Troy Thollot. “We have discovered it is equally important to take care of our vendors.”
MERCHANDISINGReflect the Change of Season
As summer approaches, the world takes on a lighter, warmer air. Your merchandise should too, says Krystal Shiklanian of Radiant Fine Jewelry in Plymouth, MI. “If I have a large collection of a certain brand, I’ll switch out the heavier, darker stone pieces and display light and airy pieces for a spring/summer look.”
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INTERIOR DESIGNThe Kids Are Alright
Young kids can be a sales-killer in a jewelry store. Or, if you find a way to keep them engaged in your kids room, they can be something that draws people to your store. Carter’s Jewel Chest in Mountain Home, AR, has installed a baby monitor strategically close to their diamond island to allow parents to keep one eye on their kids and one on the fine jewelry in front of them.
PRODUCTIVITYBeans Mean Work
Want to know what white noise sounds like in 2023? Download Coffitivity, an app that creates the hum of a coffee shop to play as background music. (Choices include Morning Murmur, University Undertones and Brazil Bistro.) According to the makers, “Coffitivity recreates the ambient sounds of a cafe to boost your creativity and help you work better,” adding that the benefits are “proven and peer reviewed.”
COMMUNICATIONSPhone Form
When you meet with someone in person, make a point of shutting your phone completely off, says Chris Bailey, author of Hyper Focus. “(It) shows them they’re important to you, and that you’re ready to give them 100 percent of your attention,” he says.
COMMUNICATIONSShorten Your Emails
Email is great, but it often takes too long to respond to, resulting in continuous inbox overflow. The solution? Treat all email responses like tweets, but with a set limit of five sentences, web designer Mike Davidson told ENTREPRENEUR Magazine. Add the rationale in your signature — that your policy is designed to save everyone time — and you may find everyone in your email circle getting to the point faster.
