Make Mother’s Day Really Big

Independents' Advantage Mother's Day ranks second only to December in sales at most jewelry stores, but many jewelers earn those sales the hard way, in small transactions of $50 or $100. Here's how to encourage higher-end purchases for Mom this year: Remind customers about Mother's Day. Many jewelers say most Mother's Day purchases are made during the three days leading up to the event, but Sarah Leonard Fine Jewelers in Los Angeles doesn't let conventional wisdom become a self-fulfilling prophecy. At Sarah Leonard, mornings in the weeks preceding the May holiday begin with coaching sessions for sales associates, who learn to remind customers that “Mother's Day is coming up” and to ask: “What are you doing for Mother's Day? Let me show you some ideas.” In addition to those verbal prompts, Mother's Day signs are placed on the walls and in virtually every case. “W

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