Retailers, Make a Mission Statement

Your mission, should you choose to accept it, is to formally declare what your business stands forThere’s no north and south for jewelry retailers, but some direction is always helpful. As you navigate the months and years of ups and downs, changing customer preferences, volatile economic cycles, and shifting ­jewelry trends, what keeps you on course?For many retailers, it’s a mission statement: a short, simple declaration of what your business stands for.“It’s your compass for your entire business—for ­customers and employees,” says Lior Arussy, president of Strativity, a customer experience strategy company in Hackensack, N.J. “It guides you in everything you do.”A mission statement announces what you do and what makes you unique—how you are different from your competitors. “It explains for you and your employees what makes you special,” says Arussy. “And it

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