The million dollar question—why do clients repeatedly visit your store instead of others? I have asked this question to numerous jewelry store owners and among the top answers are:

1. “It’s our great customer service.”
2. “It’s our pricing.”
3. “They believe in us.”

These answers sound like ones from store owners and not directly from our customers. I have never asked my clients why they keep coming back to Guliani’s Fine Jewelry. Have you asked your clients why they keep coming back to you? If so, do you use a questionnaire mailed to their home, an online survey, an in-store survey?

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So, this is one of the first times I’ve ever been so nervous to buy. Recession…recovery…recession…recovery. That’s all that runs through my head these days. Should I just replenish and not put any money into other lines? Usually, the JCK show is where I deviate from the norm. I try and find a new bridal or fashion line that I think will stay around or I hunt for another out of country manufacturer that brings a great product as well as great margins to the table. I know the store needs some more bridal but am I ready to invest. Is this year going to be good to me? Are any of you feeling the same?

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I absolutely love blogging for JCK magazine. The biggest advantage for me is that so many of you participate. I’ve grown up in the business and realized the industry has changed. It’s not like mom and dads in any way. I don’t do my accounting by hand, each employee has their own email address, punching in is digital, and the customer’s come in armed with knowledge from the internet (this is one of those changes that sometimes hurts more than it helps). I know my mom and dads way of doing things—but unfortunately I had to tweak and fine tune things to fit the modern age. Many of my ways are more cost effective and efficient but sometimes I just can’t help doing things the old-school way (mom and dads way). Many things, I’m learning as I go and I have so many questions regarding how others do it better. I want to do it better! I just wanted to thank you all for participating and commenting. Your comments have helped me grow.

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Lately, I’ve been getting numerous requests for hand engraving on goblets, glassware, and other gifts that I wonder if it’s worth looking into. Customers are obviously buying it somewhere. Of course…I’d rather put my money into more loose diamonds but I can’t help to wonder if my competitors are doing well selling items like Lalique, Lladro, and Armani Collectibles? Have you branched out? Do you find it to be lucrative or wished you had put your money elsewhere?

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I do think employees should be paid while at a company training (Or do you not?)—but do you pay their wage if you are sending them out of state. If employees are sent to a training seminar out of state—you pay airfare, hotel, for the training itself—but do you pay them their wage while their away too?

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I receive National Jewelers newsletter and love to skim over the titles and accordingly choose ones that peak my interest. As soon as I saw, AGS Labs launches oval cut grade, I was dying to know the proportions—but unfortunately the article says only exactly what the title says—AGS Labs launches oval cut grade.

I had one of my staff members email AGS for more info. Anyone out there emailed AGS and received an answer yet? You can’t announce this and then say nothing about it but repeat the title.

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My store is mostly all glass, yet we don’t have any built in window displays—unfortunately my landlord won’t allow anything to touch the glass. I have been thinking of creating a display from the ceiling to the floor using a faux wall but I’m not so sure I know how to effectively create a window display. I’ve heard the display should be built around a theme and should highlight the store’s image—meaning is your store trendy? Wholesome? High-end? I see the window display as my store’s face to the world which means consumers will form an impression based on it.

Some tips I’ve read are to:

1. Avoid cluttering the display. Basically don’t throw in every product you can

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We all know image isn’t everything but it’s pretty darned close. I have to admit I’m not the nicest dressed person in my store—yeah I wear nice slacks and blouses but I’m definitely not likely to come in wearing a professional suit or dress. I do have a few pants sets with jackets but I think I’ve honestly worn the jacket once.

For employees, I have clearly outlined the dress code in our policy manual. I have stated women’s apparel should not be too revealing or tight fighting. For example, a dress should not reveal more than one quarter of the thigh. Blouses not to be transparent or too low. For men, again no apparel that is too tight fitting. Men’s shirts to have collars unless accompanied by a sports coat—buttoned and not worn open or too lo...Read More

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Many of us have thrown some sort of party or in store event—but are any of them really different? For our Grand Opening I did throw an in store event—but I didn’t feel it was entirely different from the norm. We did have some very interesting mailers that went out to about 5,000 homes as well as two raffles, a red carpet, and drinks. The Grand Opening was a success but I wished I could have done something spectacular or something that would catch the interest of the press. Here are some ideas that I’ve heard of, but please feel free to add some more suggestions for events, in store celebrations, or promos.

1. Inviting a diamond or stone cutter.
2. Raffling off jewelry, dinner for two, and a spa tre

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March’s Indesign Magazine had an article called The Quick Store Tour—detailing 7 steps of how to give a store tour and how this stage of a sale can improve execution.

I think a store tour would just be silly and could turn out extremely boring. Am I wrong in saying that? Do you offer a tour? I think walking with a customer and guiding them through the store to different areas of product might have them running to the nearest panic button. Shouldn’t you let them browse a little before you jump all over them?

Step four of The Quick Store Tour says to give a brief company history if it has a rich, unique, or interesting histo...Read More

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I have been on a hunt for a full-time employee after letting go a full-time employee with industry experience. When I first opened the store I was on a hunt for employees with jewelry experience otherwise I was not going to hire them. The store was brand new and I knew I wouldn’t be able to start training right away. I needed strong individuals who could handle their own so that I could concentrate on getting the store up and running.

Three months passed by so quickly, it was after Christmas and I was ready to start molding my staff. I continued to watch their progress and studied their weaknesses so that I could set up an effective training program for each. I started with a few full-time and a few part-times. The full times had industry experience— a CG who worked at a highe...Read More

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