JCK 5: Lessons for Upscale Retailers

1. Have fun with displayLazare Kaplan celebrated the launch of its new Twist bridal jewelry collection at Luxury by JCK with a series of framed vintage Twist-themed ads (think Chubby Checker) in its booth windows. The backdrop featured oversize dancing silhouettes.2. Do less with moreWhy bombard clients with excessive e-mail? Mike Song—an expert in e-mail, meeting, and time management—advises jewelers to ask three questions before hitting “send”: Is the message really important? How will the message make your brand look? Is it targeted to the right audience? 3. Manage ­inventoryChoose a realistic percentage of stock that’s no more than a year old, and monitor it in quarterly, semi-annual, and annual increments. Another way to manage aged inventory: Know the top and ­bottom 20 best-selling SKUs. 4. Speak their language Relate to your customers by staying on top of the fashion

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